Treasure – Loyalty Programme
Treasure is the loyalty programme of TK Maxx and Homesense, where customers can collect keys and claim rewards. The challenge from a UX perspective is to encourage loyalty program customers who shop only in physical stores to also engage and make purchases online, transforming them into omni-channel customers.
I have worked with the Customer Insights and Customer Analytics teams to gather and analyse data in order to identify the specific customer segment that primarily shops only in physical stores.
Action
User Flows: I created user flows to understand the journey of store-only customers and identified key touchpoints where they face difficulties or barriers to online shopping.
Pain Point Analysis: I conducted a thorough analysis of the pain points experienced by store-only customers. This involved gathering user feedback, conducting user research, and studying customer behaviour to identify specific pain points and areas of improvement. In this phase I’ve collaborated with the Customer Service Team too.
Solution Exploration: Using the insights gained from user flows and pain point analysis, I began exploring potential solutions to address the identified challenges. This involved brainstorming ideas, conducting design workshops, and collaborating with stakeholders to generate innovative solutions.
Mock-ups & Prototypes
I initiated the creation of various mock-ups to visualise different solutions, taking into account accessibility requirements and ensuring a seamless experience across both desktop and mobile platforms.
The next step involved conducting user testing on selected mock-ups using UserTesting.com. This allowed me to gather valuable feedback from external users, including both TK Maxx shoppers and non-TK Maxx shoppers. By involving a diverse group of participants, I aimed to gain insights from various perspectives and validate the effectiveness of the proposed solutions in addressing the needs and preferences of the target audience.
I further refined the mock-ups by creating screens that closely resembled the final layout. Throughout this process, I consistently collaborated with Project Managers, Developers and the Product Manager, seeking their input and aligning the design with their requirements and constraints. Additionally, I actively considered accessibility by leveraging insights from the Accessibility Audit and consulting with the Accessibility Manager.
Results
Improved online engagement: the project addressed the challenge by proposing solutions designed to increase online engagement among store-only Treasure program customers.
Data-driven approach: By collaborating with relevant teams and leveraging data analysis, I have established a strong foundation for informed decision-making.
User–centred design: The emphasis on user research, user flows, user testing, and accessibility demonstrates a commitment to user-centred design principles.
