Made for
What I did
Design workshop, UX & UI Design
Tools I used
Figma, Google Slides, Adobe Illustrator, Zeplin
Elevating the club member experience to achieve business goals
Spoiler alert! This is not the project which is launched eventually. But the design process can help me revise how to collaborate with the client to squeeze the real user problems and business challenges.
Challenge
Many kiwis have good impression of Farmers, which offers quality goods in New Zealand. Our client seeks a digital solution that can elevate the customer experience in store to drive sales through Farmers Club as an entry point.
Solution
To deliver optimal digital experience, we thoroughly understand the business objectives, top outcomes and user problems through a design workshop. The first version of app provided club and after-sale services in high priority for a better customer experience in store.
Outcome
We finished the first version of app design and got positive feedback from the client and users. But due to the priority and development issue, the app wasn’t launched at that time.
Design Process
During the empathising phase, we digested lots of user stories, and conducted a design work shop with our client to find our target user groups and top problems they are facing.
After gathering all the data from the previous phases, I started to build staged UX results of concept design, like information architecture and wireframes, to present and showcase the design process in front of the whole team, which helped us consider about the digital experience in user’s perspective.
Based on the user groups and problems statements we had in the last phase, we brainstormed plenty of solutions and ideas with different priorities - in balance with the influence to the user and business, and the efforts it would take.
I started to build the basic design system to help me finish screens efficiently, when the high-fidelity wireframes got good feedback from users and client.
To provide a seamless and consistent user experience across this app and the existing Farmers website, I ensured that the visual design aligned with the Farmers style guide.
The Farmers Club App
To address the real needs of users, I asked myself several questions when I design sign in and landing page:
What does the customers want, before and after landing into the club app?
What does the customers care most when they check their club card?
How to help user scan their club card at store? What if there is no signal?
What are the proper entrances to take users to shop at the Farmers website?
How to deliver the basic promotions management in the first version of app?
What's the essential features of account for shopping service?
