EonX Rewards portal
Enabling loyalty programmes for B2B & B2C
About the Project
Upon joining EonX, I was tasked with designing and building a new Merchant Portal targeting small to medium-sized business owners. This product aimed to streamline payment processing and loyalty programs, integrating seamlessly with EonX's e-wallet solution. The initial challenge was aligning stakeholder visions with a cohesive product strategy and clear user focus.
Role: Lead Product Designer
Team: Stakeholders, Developers, Marketers, Managers
Objective: To create an intuitive and efficient Merchant Portal that meets business goals and user needs, focusing on loyalty programs and e-wallet integration.
Setting the Vision
The product initially struggled with direction due to varying stakeholder visions. The lack of a clear problem statement and target user base complicated the project's start. I conducted workshops to align goals and set a unified vision, focusing on understanding the business objectives and the needs of the end-users.
Conducting User Research
To understand the needs and pain points of potential users, I employed several research methods:
User Interviews: Directly gathered insights from business owners about their current processes and challenges.
Observational Studies: Analysed real-world interactions within similar loyalty program systems.
Surveys: Collected quantitative data to support qualitative findings and validate assumptions.
Workshops and Stakeholder Engagement
I facilitated workshops with key stakeholders to gather business values, goals, and direction. These workshops were instrumental in forming the foundation for the product's principles and vision statement.
Core Principles:
EonX Rewards Portal aims to enable loyalty programs for small to medium-sized businesses, including digital stamp cards and reward systems, synchronized with EonX's e-wallet solution to create a fun and rewarding customer experience.
Vision Statement:
Create an intuitive Rewards Portal that empowers business owners to easily manage and deploy digital loyalty programs integrated with an e-wallet solution.
design sprints
To deliver quick value and meet tight deadlines, I initiated the project with rapid design sprints. This approach allowed us to quickly create and test initial concepts, gather feedback, and make iterative improvements.
By focusing on specific features in each sprint, such as the point system and eStamp card program, we were able to ensure that the designs met both business and user needs efficiently. This method helped us rapidly prototype, validate, and refine the product, providing immediate value and setting a strong foundation for the EonX Rewards Portal.
Rapid Prototyping
Given the tight deadline and limited resources, I implemented design sprints to rapidly create and test initial concepts. This iterative process allowed for quick feedback and adjustments, ensuring that the designs met both business and user needs.
Sprint 1: Focused on the point system, creating a structured single point system with present point packages.
Sprint 2: Focused on the eStamp card program, developing templates and automation for seamless user experience.
Building and Testing Prototypes
Usability Testing
Evaluated how easily business owners could set up loyalty programs.
A/B Testing:
Compared different design variations to identify the most effective solutions.
Walkthrough Testing
Observed users as they navigated through the prototypes, gathering feedback to refine the designs.
Key Metrics and Outcomes
Usage Increase
Targeting higher engagement and usage by business owners.
Adoption Rates
Measuring the rate at which new features are adopted by users.
Satisfaction Score
Utilizing tools like SUS and NPS surveys to gauge user satisfaction.
Point System Setup
Business merchant setup under 5.2 minutes
Positive Feedback
Achieving 74% positive feedback from users
eStamp Program Setup:
Business merchant setup under 10 minut
eWallet Setup
Customer reward program average setup of 1.3 minutes
Core Design Principles
Security First: Prioritizing robust security measures.
User Control and Customization: Allowing customizable access permissions.
Ease of Use: Creating a user-friendly interface.
Efficiency and Speed: Ensuring quick and efficient operations.
Consistent and Scalable Design: Maintaining consistency and scalability.
Fun and Rewarding: Ensuring the customer experience is engaging and enjoyable
Collaborating With Developers
Close collaboration with developers ensured a smooth handoff and successful implementation, addressing any technical challenges promptly. I held regular meetings to review progress and align on the design system, ensuring consistency and scalability.
Designing the Point System
We conducted in-depth interviews with technicians and support staff to understand their struggles and needs. These interviews provided valuable insights into the daily challenges faced by users, allowing us to tailor our solutions to address real-world issues.
By engaging directly with those who used the system daily, we ensured that our design was grounded in practical, user-focused considerations.To address the loyalty program needs, we focused on a singular point system. Drawing from competitor analysis and gaming industry insights, we developed a structured system with point packages for business owners to distribute to their customers.
System Design: Evaluated options for multiple vs. single point systems, deciding on a singular system for simplicity.
Point Packages: Created preset point packages based on gaming industry insights.
Testing: Simulated real-world usage with a mock coffee shop scenario to validate the system.
Reward Stamp Card Program
We created preset templates for eStamp cards, allowing business owners to easily establish and manage reward programs. A system was set up to automate the redemption and notification processes, ensuring a seamless user experience.
Program Creation: Enabled business owners to set up eStamp programs in under 10 minutes.
Customer Journey: Designed a seamless flow for customers to earn and redeem stamps.
Automation: Implemented notifications for both customers and business owners to streamline the redemption process.
Iterative Testing & Refinement
Continuous testing and refinement were critical to the project's success. We conducted multiple rounds of testing to gather feedback and make necessary adjustments.
Heuristic Evaluation: Used heuristic evaluation to identify and address usability issues.
Card Sorting: Conducted card sorting exercises to optimize interaction flows.
User Surveys: Regularly collected feedback through surveys to measure user satisfaction and identify areas for improvement.
Finalising the Design
The preferred design was integrated into the design system and prepared for development, ensuring a smooth transition from design to implementation. This involved creating high-fidelity prototypes and detailed documentation for developers.
Monitoring and Adjustments
After the initial release, we planned to monitor and track the success of the design, conducting user interviews, surveys, and user observation sessions to understand the impact of the design and adjust accordingly.
Successes and Challenges
Key successes and challenges faced during the project:
Successes: Unified stakeholder vision, user-centric design, improved user satisfaction, optimized setup times.
Challenges: Tight deadlines, limited resources, initial stakeholder misalignment, addressing varying levels of tech-savviness among users.
Outcomes and Results
Our design phase was dedicated to understanding and improving how users interact with the system. This involved two key activities:
Achieving Results
Our concerted efforts and strategic planning led to significant improvements and measurable outcomes. Here are the key results:
Time to Establish Rewards
5.2 minutes. We measured this by timing a group of business owners during a usability test as they set up the rewards system from start to finish.
Customer Time to Sign Up
1.3 minutes. We tracked the average time taken by new users to sign up for the rewards program using automated logging during onboarding tests.
Positive Feedback
74% positive feedback. We gathered this metric through post-usage surveys, where users rated their satisfaction with the Rewards Portal on aspects such as ease of use, functionality, and overall experience.
eStamp Program Setup
10 minutes to create an eStamp. We observed a sample of business owners as they created and launched an eStamp program, recording the time taken for each step.
Challenges
Key challenges faced:
Tight Deadlines: Meeting our project deadlines was challenging. The timeline was aggressive, and the pressure was high. To stay on track, we adopted agile methods and focused on our goals. This required innovative problem-solving and quick decision-making. There were late nights and intense sprints, but the team's dedication and resilience ensured we met our deadlines without compromising quality.
Resource Constraints: Working with limited resources forced us to be strategic about our priorities. We had to decide which features to develop first and how to allocate our time and budget effectively. This pushed us to focus on the most impactful aspects of the project and find creative solutions to maximize our resources. It was a challenging balancing act, but it made our team more resourceful and efficient.
User Tech-Savviness: Our users had varying levels of comfort with technology. Some business owners were tech-savvy, while others struggled with digital tools. To address this, we designed interfaces that were intuitive and straightforward, minimizing the learning curve. Additionally, we provided comprehensive user education materials to help less tech-savvy users get up to speed. This dual approach ensured that all users, regardless of their tech proficiency, could benefit from the Rewards Portal.
Successes
Key achievements faced:
Unified Stakeholder Vision: I aligned stakeholders' varied ideas through workshops and clear communication, creating a cohesive strategy that ensured smooth project progression and success.
User-Centric Design: Direct user engagement through interviews and surveys revealed key insights, leading to a practical and user-friendly design that delighted small business owners.
Improved User Satisfaction: Positive feedback from SUS and NPS surveys showed users valued the intuitive interface and seamless eWallet integration, with a 74% positive feedback rate.
Optimized Setup Times
By streamlining workflows and instructions, we reduced setup times to under 10 minutes for the eStamp program and 1.3 minutes for customer sign-up, simplifying the process significantly.
Final Thoughts
As the Lead Product Designer, my role involved thorough research, strategic planning, and effective collaboration, demonstrating my capability to deliver high-quality product designs that meet both business and user needs.
This project exemplifies the importance of a user-centered design approach, continuous iteration, and effective stakeholder engagement in creating innovative solutions that drive success.
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