SMART ENGAGE
SmartEngage is a multi-award-winning retail, travel and hospitality loyalty platform of Collinson. It is a flexible and scalable customer engagement platform with powerful features like a rules engine, a promo management system. It provides businesses easy tools to enhance member engagement through targeted and personalised offers and drive customer engagement.
BACKGROUNDThe complete solution
Collinson is a global leader in providing customer loyalty management solutions and had built loyalty management systems for several clients. This was the first time Collinson was building a loyalty management product. It was important for the entire team to understand the product proposition and offerings. I created a document grouping the different features based on how they are likely to be used.
APPROACHDesign strategy
Design strategy for building a complex product like Smart Engage needed careful planning. As the UX strategist, I wanted to champion user needs and ensure the design process included collecting user feedback and making design iterations. While working with agile methodology, it was important I ensured a campaign or a promotion needed several rounds of user testing followed by analysing the results, ideating and making iterations, specially for complex user tasks.
DISCOVERYUnderstanding users
Smart Engage is a customer loyalty management solution addressing the needs of a wide spectrum of users. Rather than create persona sheets for each user group, I documented the key tasks , expectations and pain points of the main user groups - the loyalty programme member, the programme support system agent, the loyalty programme manager and the tech admin.
THE CONCEPTMaking it simple
User research shows each user group wanted a simple and easy to use solution which will allow them to accomplish their tasks without a the hurdle of passing through a learning curve. The best solution was to create distinct modules for each user group. I created the following document to provide a overview of the solution and how the proposed new product will compliment the other loyalty products.
I created a Axure prototype of the proposed system to create an initial idea of the user task flows which was used to conduct user testing.
Redefining the product structure
After building the a rough clickthrough of the product, I did user testing to gather feedback from the different user segments. It was obvious the goals and tasks of the loyalty programme member was very different from the rest of the segments. It was becoming obvious the loyalty programme member site needed to be a different and distinct structure.
DESIGN
