Redesigning Loyalty App: Enhancing Rewards, Usability, and Engagement for a Seamless User Experience
Loyalty App
Background
Loyalty App aims to make earning and spending rewards simple by offering a universal loyalty platform where users can collect and redeem "Loyalty app dollars" across participating local merchants.
By focusing on supporting businesses in Western Australia, the app connects users to their community while rewarding their purchases. However, as the app scaled, user feedback revealed issues with limited merchant variety, lack of personalized rewards, and usability challenges, prompting the need for a redesign to better align with user expectations and business goals.
Challenges
The Loyalty App had built a strong foundation as a universal rewards platform, but as it scaled, several challenges emerged. User retention rates began to drop, with feedback pointing to a limited merchant network.
Users also reported usability issues, including confusing navigation and slow performance, which further impacted engagement. On the merchant side, businesses felt that their visibility on the app was insufficient, providing little value in return for their participation.
These challenges made it clear that while the app’s concept was strong, its user experience and ecosystem needed significant improvements to keep up with its growth and user expectations.
What I Accomplished
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Redesigned the user experience with simplified navigation, and location-based merchant discovery.
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Implemented a new rewards system featuring personalized offers, milestone achievements, and a tiered loyalty program.
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Improved usability and retention by resolving UX issues, introducing proactive notifications, and enhancing merchant visibility.
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Delivered results within 4 weeks, creating a more engaging, seamless, and rewarding experience for both users and merchants.
Role:
Product Designer
Responsibilities:
Research,
Redesigned interface,
Enhanced usability
Timeline:
4 weeks