Case Study


CATALINA AD2RECEIPTS

Catalina personalizes the consumer’s path to purchase through mobile, online and in-store networks powered by the largest shopper history database in the world. Catalina boosts consumer loyalty, drives volume, and helps to increase market share of Consumer Packaged Goods (CPG).

Defining the Problem

IMPROVE THE REWARDS UX

Previous efforts to engage shoppers in taking advantage of product offers and discounts were falling short. The pilot programs supported by select brands were not providing the anticipated user engagement.   

REVIEW OF LEGACY OFFERS

FIZZ COLA® Product Offer

FreshyDent® Offer

The Objective

DESIGN A SOLUTION

PROJECT GOAL

Improve brand loyalty and increase consumer goods spending by designing an app feature enabling collection of scanned offers to rewards cards. Create a templatized framework, which can easily be applied to any brand or product, and can be easily managed.

MY ROLE

Design a delightful product user experience in concert with cross-functional teams and business owners. I utilized ux research, wire-framing, prototyping, and user-centric principles of design.

Product Design, Interaction Design, Visual Design

My Approach

ADDING VALUE

Assessments:

  • Considering the design of a framework which will support the array of products, brands, and promotions is paramount for the retailer and the consumer.

  • Provide clear feedback to the user each step of the flow.

  • Integrate phone features to enhance product design of app.

Explorations

IDEATION

WIREFRAMES

In addition to improving upon the past designs in a visual way, I also began to see opportunities to integrate new feature suggestions, such as receipt and reward tabulation, app quick-tour orientation, and an administration tool allowing for template customization and management.

DESIGNS

The flow begins with bringing the user to the landing page where the brand, offer message, product imagery, store locator, and main call-to-action are presented. From here the user engages with aspects of the flow.

DESIGNS

The second half of the flow presents the awarded coupon, which can then be added to a selected grocery retailer rewards card and redeemed at the point-of-sale.

DESIGNS

This optional on-boarding tour provided a quick and simple method for informing the user of the offer requirements and the steps to take to be rewarded for participating.

DESIGNS

This campaign administration environment allowed for management of multiple campaigns, template customization, and instant preview of campaigns across devices.

Lessons Learned:

  • Flexibility is key to accommodate innovative and technically constrained features.

  • Having past/existing products to improve upon was a benefit.

  • Not having an avenue for user testing, beyond internal stakeholders, was missed.

  • Designing for automation inspires simplicity.

  • To be a part of such a fast moving effort with a smart and dedicated team was a privilege.
KIRK WICKS UX/PRODUCT DESIGN