PROBLEM
How can we make the product more engaging for users to enhance their overall experience and, in turn, improve user retention?
ROLE
Product designer/workshop facilitator
ACTIVITIES
Design Sprint, Lightning talks, HMW Notes, Affinity Mapping, Journey mapping, Prototyping
DISCOVERY
I conducted a modified 4-day Design Sprint. Over two workshop days, a cross-functional team explored the problem at hand, which resulted in what was come to be called “Missions”. In the design sprint workshop, we conducted several collaborative activities to align the team and establish a clear focus. We started with Lightning Talks were key stakeholders shared insights, helping the team deeply understand the problem space. We visualised the user’s steps, goals, and pain points, identifying key areas for improvement in a Journey Map.
DEFINE
We brainstormed “How Might We” questions, clustering and prioritising them to identify key opportunities. Similar ideas and challenges were grouped to uncover patterns and themes in an Affinity Map. After that we used dot voting, and the team focused on the most impactful problem to address.
These activities provided a shared understanding of the challenge and a clear direction for ideation and prototyping.
DEVELOP
The winning “Missions” concept from the first two days of workshops was mocked-up in a lo-fi flow to rapidly establish that the prototype was feasible and could be executed before the end of the day as the testing would commence the day after.
In collaboration with the other designers, we put together a usability testing script and working hi-fi prototype the same day to use in our testing. Prototype: Sketch
TEST
The usability testing was done together with 4 users to help inform the first designs of the MVP.
MVP
The usability testing feedback was documented and, along with the prototype, shared with the delivery designer to begin building the final UI of the MVP. Once the final UI was done, it was handed over to developers and in collaboration with them we released it in on one of the brands in the UK market.
DELIVERY
To gather post-launch insights, an A/B test was released and I started to gather screen recordings. The MVP achieved significant success, as demonstrated by the A/B test results. Key metrics showed a 70% increase in bonus program opt-ins and a 41% increase in bonus program completions.
To continue, I collaborated with stakeholders—including operations, compliance, developers, and managers—to align on priorities and learn from the post-launch insights gathered to guide the next iterations of the product.
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