The Brief – Challenges
The Star Club membership program is an important part of our The Star business model. We have been working hard to find ways to cater for each member’s perks and give them their benefits from being a loyalty member. The initiative was made post covid19 lockdown to reduce the use of physical card exchange hand between people in order to protect both our member and staff adhering to covid restrictions.
Our membership program has been successful in attracting new members and providing them with exclusive benefits, but we believe there is room for growth and improvement. Our goal is to not only grow the program but also empower its members to achieve the best experience possible at the next tier of membership. To achieve this goal, we propose implementing a data-driven approach that analyses member behaviour during each visit. By gathering insights such as which benefits and offers are used most frequently and which areas of the program are underutilized, we can tailor our offerings to better meet the needs and preferences of our members. Also being sustainable by trying to reduce print cost of the voucher deals for members.
My role
Prototyping the interface, UI design and digital animation awareness campaign.
The Star club app started as an internal initiative. To ensure that we are tackling the correct issue, we have implemented a process that revolves around frequent prototyping and in-person user sessions. At each step of the way, we validate our progress with the feedback and input of real users. Our initial focus was on a simple list of offers and benefits for members.
The task flow below was created for members, to overcome the need of carrying a physical card. Membership details are now conveniently stored on your mobile device, giving fast access to your account with a few taps.
User-Centric Design: At the heart of the Star Club App is a commitment to user-centric design. We have carefully crafted an intuitive and visually appealing interface, ensuring that every interaction is effortless and enjoyable. Navigating through the app is seamless, with a clear menu structure and easy access to key features. We value your feedback and continuously strive to improve the app based on user suggestions and future feedback.
Results
Increase of app MAU’s and retention rate of the member. Targeted marketing customization for each member tiers, being a sustainability friendly solution while cutting cost of physical card and resources. While also being able to understand user habits and behaviour allow us to gather valuable data, providing us with a comprehensive understanding of user preferences, engagement pattern and future improvement.