Improving the user experience for 1,5 million loyalty members
Case
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2018
Nordic Choice Club is the loyalty program for Nordic Choice Hotels (now Strawberry). To enhance the user experience for Nordic Choice Club members, we embarked on a redesign project focused on improving the program’s transparency and accessibility. Our primary objectives were to simplify the program’s structure, clarify the member benefits, and provide clearer guidance on how to earn and redeem bonus points.
UX Design & Research
Websites
UI Design
The loyalty program pages had an outdated and fragmented UI design that did not align with the app, resulting in a poor omnichannel experience. Our research indicated that users found it challenging to navigate and locate the information they needed. The majority of members were interested in finding information on redeeming their points and member benefits. However, ironically, these were also the areas where they struggled the most to find the necessary information. Therefore, the loyalty program pages required a redesign to provide a more user-friendly and intuitive interface that was aligned with the app.
Our work process began with a comprehensive research phase where we delved into quantitative data from various sources including Google Analytics, Hotjar and Delighted. Additionally, we conducted interviews with our customer service team and other stakeholders to gather qualitative insights. After analyzing this information, we were able to prioritize and define our project goals and explore various solutions. To kick-start the ”Explore phase”, we decided to undertake a Design Sprint, which is a highly effective, step-by-step process. Within a span of only five days, we successfully progressed from understanding the problems to creating a highly functional and intuitive HIFI prototype that we user tested. We incorporated the feedback we received into the design and iterated the prototype a few more times until it was ready for development.
Our main focus was to revamp the information architecture, with a new sub-navigation and landing pages for the most important information. Prior to the redesign, the point shop was only visible to signed-in members with sufficient bonus points. After the redesign, the point shop became accessible to everyone, including non-members, as it serves as a great way to showcase the benefits of earning bonus points. Previously, member benefits and levels were displayed in a complicated chart in a PDF document. However, with the redesign, every benefit is displayed as a product on the member benefits landing page, with easy-to-use filters for the different levels. This approach makes it possible to provide more information about each benefit, and link to specific benefits from the newsletter, app, and other communication channels. The redesign has garnered a positive response from our customer service team, who have noted a reduction in member queries. Stakeholders have also expressed their satisfaction with the project’s outcomes. Since its implementation, our membership numbers have surged from 1.5 million to 2 million, making this redesign an overwhelming success.
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