Redesigning Loyalty
For: ThoughtFulll Design
Client: Countdown X (Woolworths)
2020
For: ThoughtFulll Design
Client: Countdown X (Woolworths)
2020
ThoughtFull were asked to redesign Countdown’s omni-channel loyalty experience, delivering simplicity, ease of use and moments of meaningful difference
Background
Woolworths (then Countdown) had a problem with its Onecard loyalty program. The program was too complex for customers to understand with multiple value propositions and loyalty mechanics. It sat within a category where loyalty cards had become become generic and the result was declining engagement and value from the program.
Our challenge
ThoughtFull were asked to redesign the omni-channel loyalty experience. I led both streams of work for ThoughtFull, working with a junior UX designer.
Approach
The work was split across two separate project streams:
Outcomes
We delivered a set of foundational loyalty insights and an experience framework which formed the basis for Woolworths refreshed loyalty experience. In addition, we developed a set of priorisited features and enabling briefs for internal teams and agency partners to execute on.
Woolworths (then Countdown) had a problem with its Onecard loyalty program. The program was too complex for customers to understand with multiple value propositions and loyalty mechanics. It sat within a category where loyalty cards had become become generic and the result was declining engagement and value from the program.
Our challenge
ThoughtFull were asked to redesign the omni-channel loyalty experience. I led both streams of work for ThoughtFull, working with a junior UX designer.
Approach
The work was split across two separate project streams:
- Stream 1 / Establish the Loyalty CX Define the end-to-end loyalty experience along and identify opportunities to build a deeper meaningful relationship with customers.
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Stream 2 / Onecard Sigital Solutions Design and prioritise solutions / features to deliver a refreshed customer experience.
Outcomes
We delivered a set of foundational loyalty insights and an experience framework which formed the basis for Woolworths refreshed loyalty experience. In addition, we developed a set of priorisited features and enabling briefs for internal teams and agency partners to execute on.
