I designed a loyalty program and corresponding app for ArrKann Trailer & RV for my university capstone project. This project involved eight months of qualitative and quantitative research, user tests, and multiple process presentations and reports, resulting in a final presentation, report, and a fully designed app prototype.
Below is a video walkthrough and mockups of the final app.
Research and Process
Literature Review
I conducted a primary literature review and extended literature review to understand more of the psychology around loyalty programs and user engagement, best practices for user retention, and what can make or break a loyalty program. I included both literature reviews below to demonstrate the depth of my research and my writing style.
Survey, Affinity Diagram, Graphs
Arrkann’s loyalty program will connect the Arrkann customer community, promoting loyalty within the gaps of their large purchases. I found it crucial to survey Arrkann’s current customers about their thoughts and feelings about loyalty programs and how they would like to engage with Arrkann’s forthcoming loyalty program. The results also helped me determine what platform would be best for their loyalty program (app).
I sent out a Google Form survey through an Arrkann e-blast, kept it open for six days, and received 241 responses.
I created an Affinity Diagram to analyze the survey questions, “What do you like the most about your frequently used loyalty programs?” (pink) and, "What about a loyalty program causes you to not want to use it frequently?” (blue). I grouped similar responses into seven outstanding themes to understand customers' unifying opinions.
A main question I asked on the survey concerned what activities customers would like to do on a future loyalty program. Respondents rated the activities from 1 to 7, 1 being the activity they're most likely to do and 7 being the activity they are least likely to do.
To better understand the results, I created 2 graphs. The dark yellow represents the highest percentage in each category.
Precedent Analysis
I explored seven loyalty programs and uncovered commonalities, standout features, necessary components, and pain points. Six of the LPs are popular (3 shown below), while the seventh LP is Adventure Club, an Arrkann Trailer & RV competitor. I conducted the precedent analysis with several categories, including LP type, how-to-earn, rewards, progress feedback, navigation, language, design, special features, and pain points.
Personas
I created two personas based on the two main types of ArrKann's customers, as discovered through research, primarily interviews and surveys. I referenced these personas during the app development stage to ensure I did not lose sight of the user's wants and needs.
Development and Testing
User Flow & Low-Fidelity Wireframes
The beginning of development centred around app features and navigation. I went through many iterations to decide where each feature of the app should logically reside.
Mid-Fidelity Wireframes
I completed user testing with fellow designers to finalize the app's navigation and used the results to layout the entire app. Below is a small selection of mid-fidelity wireframes.
Style Tiles
I created two style tiles using ArrKann's branding guidelines to bring to the client for feedback. They suggested that I combine the two style tiles to create a third that speaks to their full brand.
High-Fidelity Wireframes & User Testing
I added graphic elements to the wireframes and brought a well-developed app prototype to ArrKann employees and clients for user testing. During testing, I gave users various prompts to see how well they could navigate through the app. I took notes about the users' words and actions and organized the results using Adobe Xd comments.
