Primo | 2022
Building NESCAFÉ's Mobile Experience
How I led the end-to-end design of NESCAFÉ Thailand's LINE OA, used by over 6 million users.
The project overview:
In July 2022, we launched a brand new experience for NESCAFÉ on the Line OA which is now used by over 6 million people.
This included a revamp of signing up, homepage, wallet, and coupon redemption experience.
My role:
Responsible for research and end-to-end design of the LINE OA Loyalty Program for NESCAFÉ.
My team:
2 UX/UI Designers
1 Product Manager
4+ Software Developers
2 Software testers.
A more intuitive way to redeem privileges in NESCAFÉ LINE OA
Problem statement:
NESCAFÉ's LINE OA enables users to collect codes and redeem points. However, the app lacks a feature that allows users to locate their previously redeemed coupons.
How might we make redeeming privileges easier, so users can effortlessly find what they need within the LINE OA.
Breakdown of the problem:
🤳🏻 Users get no assistance throughout the process of redeeming privileges.
Once privileges are redeemed, there is no indication or guidance provided to help users locate their redeemed coupons. They are left to manually search through their history to find the newly redeemed coupons.
🫨 Multiple scrolls to view all privileges
Users with smaller screens face challenges when viewing privileges, as each privilege occupies a significant area of the screen height. So users have multiple scrolls to explore all available privileges.
🤷🏻♀️ Lack of clarity between viewing and redeeming privileges.
Users are unsure if simply viewing a previously redeemed privilege triggers its status as redeemed, causing them to avoid accessing privilege details altogether.
Refining user experience with the improved UI
The design:
Our final recommendation involved introducing a Coupon wallet in the navigation menu, simplifying the View detail button, reducing privilege sizes by 50%, and increasing text size to 16 - 22 px.
These enhancements resulted in a redefined UI that significantly improved visibility and accessibility, particularly for users with smaller screens.
HIGHLIGHTS
Driving code collecting behaviour with a revamped home screen
Our redesigned homescreen focuses on the primary task, which is collecting codes, with a cleaner and simplified interface.
Users now can collect multiple codes simultaneously, making the process more efficient and enjoyable.
HIGHLIGHTS
Enhancing overall visibility for privilege page
Firstly, we have reduced image sizes by 50%, ensuring that users no longer need to scroll multiple times to view all the privileges.
Secondly, we have replaced the confusing 'Redeem Now' button with a clearer 'Spend x Points' option.
Lastly, we have categorised all privileges into four groups, allowing users to easily find their desired privileges.
HIGHLIGHTS
Convenient access to your redeemed privileges
The coupon wallet is newly added in the navigation bar.
Consequently, users can easily access their previously redeemed privilege coupons.
Since some users prefer not to use their redemption immediately, storing privilege coupons in their wallets allows them to revisit and utilise the coupons at any time.
The impact:
Through the NESCAFÉ Line OA, the team successfully achieved online engagement by seamlessly registering a large number of NESCAFE customers, capturing their attention, and influencing their purchasing decisions. The program enabled customers to:
👀 Easily access their redeemed privileges through the coupon wallet feature.
📳 Receive automated notifications regarding mission accomplishments, point expiry dates, and other privileges.
👾 Stay engaged through a variety of missions, keeping them actively involved beyond lucky draws.
🛍️ Drive repeated purchases by offering benefits such as easy point accumulation from cap codes, encouraging users to choose NESCAFE over competitors.
The design system:
The design system implemented in this project primarily focuses on enhancing design consistency, enabling all team members, including designers, developers, PMs, and testers, to maintain a cohesive approach.
Additionally, the design system significantly improves efficiency by saving time, increasing productivity, and enabling a smaller team of designers to accomplish more within tight client deadlines.
The project status:
This project has already launched and been using over 6 million users in Thailand. 🚀