Kristy Kelly

The Project

Mobile App Concept

In response to an RFP from one of our key clients, the team at Sisu provided design ideas pertaining to the mobile experience of Sony's customer loyalty program.

My primary contributions:  UX and CX strategy, synthesized research, wrote persona scenario, created user flow diagrams and low-fi wireframes, assisted in client presentation.

The Approach

Request for Proposal

Since we were responding to an RFP, some of our design parameters were defined for us:

• Two-week deadline
• A mobile-first approach
• Design challenge questions 
• Discovery research provided

With a two-week deadline, we quickly held an initial 'play' session to look at inspiration sites and whiteboard layout concepts...but really we just wanted to play on our new Microsoft Surface!   

Next, we took a divide-and-conquer approach to start tackling the exercise questions. The visual designers got to work on design comps, the account manager prepped the presentation and I took ownership over research, strategy and user flow diagraming - in response to one of the client challenge questions:

• Show the screen experience for someone driven to the mobile app by an in-theater campaign: what is non-logged experience, how would we capture data to market to consumer again, how would we upsell them on the Rewards program?  Also, what does the logged experience look like?

The Discovery

A customer loyalty program in the making

My initial task was synthesizing the research our potential client had provided to us to help us understand their business goals, user goals and the direction their new loyalty program would take. We were provided quite a bit of documentation and to help align the team and inform my design solution, I distilled all the information into highlights under these categories:

• Big picture goals
• Rewards program direction
• Themes for business and user
• Design goals 

The Analysis

Themes

One main theme surfaced to the top of the research data: 'Relationships' - derived from the client's use of the words "collaborative", "strong partnerships", "connecting customer to all channels". Other prominent themes were 'Lifestyle' and 'Emotionally Engaging'.

Design, Business and User Goals

Based on the provided information, it was clear that one key business goal was to increase the customer acquisition value for the mobile app. Below, I've highlighted some of the goals for the business and user. I determined the goal intersection as:  "Integrate the Omnichannel vision into the lifestyle of the customer".

The Persona

To help illustrate the 'Acquisition' story, I translated the provided target customer profile into a persona for a potential Rewards member - a 'Prospect'.  And gave him a name, of course!

The Vision and Strategy

User Scenario

Next, I wrote a scenario as a jumping off point for our next brainstorm session. In particular, I wanted to spark a conversation around the different relationships and touchpoints of the omnichannel experience, as well as illustrating how the mobile app could be used for customer acquisition. To craft the story, I reflected on the 'Relationships' and 'Lifestyle' themes I discovered in the research.

Sketching

The team met and discussed Dylan's journey. We decided to simplify our story for the pitch and took a 'popcorn promo' approach. One point of discussion was around including a web promo prompt page as part of the flow, in order to attach the promo.

Diagram

Guided by the team discussion, I flushed out the touchpoints and created a basic wireframe flow to answer the creative challenge given to us:  

Show the screen experience for someone driven to the mobile app by an in-theater campaign: what is non-logged experience, how would we capture data to market to consumer again, how would we upsell them on the Rewards program?

The Breakdown:

The Design Comps

To fulfill the RFP requirements, our visual designers mocked-up a vision for the app and website.

The End