- Product Designer
SHARE Rewards is all in one loyalty programme by Majid Al Futtaim. SHARE app works as an earning and redeeming points as well as getting discounts not only from Majid Al Futtaim’s brands but all the retailers in MAF malls. SHARE was launched in 2019 and has 1.5 million users till date.
Despite its great features, thousands of daily visits being a unique loyalty app in the region, the app experience was not as friendly and ease to understand. Several potential issues were pointed by the business and consumers, such as the complexity the unique SHARE ID and login process was quite lengthy. But these and other assumptions about the user’s behaviors and context has to be validated.
How might we improve the user’s experience, so that the current consumers can make the most of the app and attract new users.
We used the Double Diamond framework. Through contextual research, user interviews and user testing with the existing app, we intended to:
- Discover what worked well and bad with the current version.
- Understand the context and needs of the users.
- What’s keeping the consumers to use SHARE as primary loyalty app.
SHARE is the Loyalty Programme to earn & spend points at MAF Brands and Malls. Earn and Redeem points and great discounts are cherry on the top. Here is how we designed it:
At this stage of the process, we need a clear concise description of the issue that needs to be addressed, so we can focus our efforts to deliver an efficient solution. Our problem statement for this project is:
SHARE customers need a way to have a seamless experience of using the app for earning, redeeming, and taking full advantage of all offers and benefits while shopping in Majid Al Futtaim malls and brands.
How might we…?
This question is part of Human-Centred Design, a creative approach to problem-solving. Once we have framed the problem we want to solve and know who our users are, the creative process to tailor a solution for them starts with this question: How might we solve this problem?
How might we make it easy for loyalty rewards customers to use the SHARE app to earn and redeem points on the go and be able to search for the offers?
We believe that by making the signup/login experience effortless and make the earn & redeem points CTA’s accessible and usable, we will be able to achieve customer satisfaction.
The goal of this project is to design a product with enough features to satisfy the brief as well as the main user needs. We conducted the feature prioritization in order to specify the actions users would be able to perform and start sketching the user flows:
- Customer’s onboarding from signup to login experience to be seamless by introducing biometrics.
- Earn and Redeem points using Share Pay and Share ID.
- Customers can search and avail offers and benefits with comprehensive categories filters.
- Problems can be reported easily from within the app in the assistant section.
The process of earning points was confusing for the customers. We explored a couple of options for the home screen to start with. Correct architecture for the landing screen was the most crucial issue to resolve the major problems.
Based on the feature prioritization, we create the flows for the tasks the user would be able to perform and started the first of flows and paper wireframes. The flow shows how a customer would go through the process of logging in, using SHARE pay to make a payment at a MAF brand, and earn points instantly.
We created our first prototypes in wireframes to test with the iterations from our paper prototype and did a couple of rounds of testing.
In our testing users felt they lacked sufficient information on how to earn and redeem points and why they should add their credit cards. Users wanted to understand the app before they sign up.
The Final Product
The Brand Personality
Re-inventing the way people use rewards programme.
Instead of using the traditional way — the user browse the app assuming they already know what they need — We made the experience simple and easy. The goal was to make earning and redeeming points instant and easy.
Digital wallet for instant points and safer payments.
Introduced a digital wallet to make instant payments without waiting in queues and earn points instantly. While at the same time have the options to submit receipts from non-MAF brands at all the Majid Al Futtaim malls to earn extra like no other loyalty programme.
Personalized offers as per consumers’ shopping history
We believe that today people prefer simple and specific shopping choices, so we crafted a way to present personalized offers based on shopping history which are only available to each user.
Customer support at it’s finest, 24/7 personal chat.
We transformed the whole customer experience by building an extraordinary customer support section within the app for the members to directly get in touch with the support team via chat, call and email to resolve the issues instantly.