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Designed a new loyalty-program flow with 70% of the non-member
shoppers agreeing to sign-up.

Designed a new loyalty-program flow with 70% of the non-member shoppers agreeing to sign-up.

Role:

Product Designer (Solo)

Product Designer

Timeline:

1 Year

Team:

2 Designers

Company:

RIT Magic Spell Studios

Overview:

Grocery stores use different tactics like sign-up boards, advertisements or using cashiers to promote loyalty programs to their customers.

These tactics work but they only appear to be a single point of convincing shoppers whereas smart carts travel with the shoppers in their shopping journey.

I redesigned the smart shopping cart to promote loyalty programs on the cart to the non-members.

My responsibilities:

Research about what people think of the new technology and Conduct an onsite moderated study with first-time smart cart users to understand their experience.

Analyze research using survey and onsite study answers to find key insights and design potential solutions.

Sketching potential solutions and designing final high fidelity designs.

Testing new designs with shoppers to get feedback.

Impact:

70%

Loyalty Signup Intent after redesign among tested shoppers.

4.84/5

Overall Satisfaction

The existing smart carts at Wegmans was just a scan and go cart with basic functionalities.

Sign-up boards and advertisements were ignored most of the time for people focused only on shopping.

Cashiers would sometimes forget to mention about loyalty program with huge crowd.

Current marketing advertisements were general to different kinds of shoppers.

Project visual from the Smart Cart case study

Every screen was designed to answer one question:

would a first-time, non-member user know exactly what to do here?

Every screen was designed to answer one question: would a first-time, non-member user know exactly what to do here?

"Continue as Guest" is now the primary action, one tap

to start shopping, no barriers.

"Continue as Guest" is now the primary action, one tap to start shopping, no barriers.

Interface screenshot from the Smart Cart case study

Terms of Agreement shows only the important points, users don’t need to

read the entire paragraph.

Terms of Agreement shows only the important points, users don’t need to read the entire paragraph.

Action-first layout, scan, search, and navigate are

the primary elements, not a video.

Action-first layout, scan, search, and navigate are

the primary elements, not a video.

Digital store map with current location, users can

orient themselves in the physical store.

Digital store map with current location, users can

orient themselves in the physical store.

In-stock indicator on search results, know

before you walk to the aisle.

In-stock indicator on search results, know

before you walk to the aisle.

Member Price vs Regular Price clearly shown, users see

the savings they're missing in real-time.

Member Price vs Regular Price clearly shown, users see the savings they're missing in real-time.

Immediate discounts, not future points. This came directly from

user research, people want savings now, not rewards later.

Immediate discounts, not future points. This came directly from user research, people want savings now, not rewards later.

Soft loyalty conversion at checkout, shows what they

would have saved as a member, not a hard sell.

Soft loyalty conversion at checkout, shows what they would have saved as a member, not a hard sell.

85% agreement. Shipped and live.

Matched against real coaches, live, across 10 coaches and a 10-week build.

Feedback ships at that threshold or it doesn't ship, which is why version one scores

legs and nothing else yet.

Matched against real coaches, live, across 10 coaches and a 10-week build. Feedback ships at that threshold or it doesn't ship, which is why version one scores legs and nothing else yet.

70%

Loyalty Signup Intent after redesign among tested shoppers.

4.84/5

Overall Satisfaction

See my other projects.

Enterprise

User Research

Information Architecture

Redesigned and launched a feedback collection system for service desk employees

reducing workflow time by 67%

Retail

Onboarding UX

Redesign

Designed a new loyalty-program flow with 70% of the non-member shoppers agreeing to sign-up.