Retrospective Redesign: Loyalty App

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Retrospective Redesign: Loyalty App

1 week (Independent work)

Loyalty App

Mobile app

Revisiting previous design decision with different approach to demonstrate design maturity.

A fresh new look for an insurance mobile app, owned by a major bank with two main goals: to expand market presence and enhance customer retention.

Overview

Earlier in my career, I was tasked to design an end-to-end dual-platform loyalty product (CMS and the mobile app). I had to navigate the complex situation of honoring client’s requests while staying true to the UI/UX principles, all while making rookie mistakes.

The challenge was, to turn my initial designs (right) to be more exciting and distinctive than other apps. The client felt the UI was too safe, when they expect something bold and unique to match their brand identity. The specific request was to change all background colors to a gradient from their brand colors.

'Reward Detail' initial design

'My Rewards' initial design

Problem Analysis

While this design satisfied the client’s request, it introduces several big compromises, such as:

Initial design

'Reward Detail' problem analysis

Usability problem: The gradient background is distracting, and lowered contrast, making the text harder to read

Hard to scan: Users are expected to thoroughly read the T&C text to get one major info (which stores accept this reward)

Bias: Design decisions were centered around subjective preference rather than user-centered principles or data

Initial design

'My Rewards' problem analysis

Accessibility problem: There’s no distinction between each reward when they contain different information, increasing the risk of human error that can lead to frustration

Not inline with brand identity: Both UI looks generic, especially when the client wanted the app to represent their brand identity (bold, unique, and modern)

Recontextualizing the Problem

There’s a clear distinction to be made, the client’s request was based on subjective personal taste, not data. To solve this problem, I would:

Asking for clarity

Asking for clarity

Defining and exploring of what does the term ‘not boring’ actually mean to the client. Is it solely about visual? A memorable and distinctive experience? How they respond would shape the entire UI direction

Collect evidence

Collect evidence

Conducting competitive analysis of notable loyalty apps would suffice, focusing on how they balance their brand identity with usability. I’d list the pros and cons to ground the conversation using data, not subjective preference

Final Design

'Reward Detail' revised design

Subtle gradient background without overwhelming the user

Subtle gradient background without overwhelming the user

Moved the info of how many points the user need to buy the reward with user’s current point right above it (better information flow)

Moved the info of how many points the user need to buy the reward with user’s current point right above it (better information flow)

All key informations are easy to find and read, better scannability (Clear information hierarchy)

All key informations are easy to find and read, better scannability (Clear information hierarchy)

Reducing the main action of the page to 1 action (hit ‘Buy Reward’ button), user can select the quantity on the next page

Reducing the main action of the page to 1 action (hit ‘Buy Reward’ button), user can select the quantity on the next page

'My Rewards' revised design

Better use of gradient, to enhance focus rather than distracting the user

Better use of gradient, to enhance focus rather than distracting the user

Easy access to near expired rewards

Easy access to near expired rewards

User-centered design (prioritizing near expired rewards first than the rest of their rewards)

User-centered design (prioritizing near expired rewards first than the rest of their rewards)

Clear information hierarchy

Clear information hierarchy

Informal Design Validation

With no formal data in hand, I ran an informal A/B test with 5 participants, from other designers to everyday smartphone users. All 5 participants preferred the redesigned version, describing it as fresh, unique, and easier to use.

Reflection

This project was a turning point in how I approach client feedback

Previously, I delivered exactly what the client want at face value with no hesitation. I didn’t challenge whether what they wanted would be good for the actual users.

Like I outlined in the Recontextualizing the Problem section above, I'd approach this request by asking for clarity and collecting evidence to ground the conversation based in data, not subjective preferences. Revisiting this project taught me being a good designer isn’t just about tending to the clients, it’s about understanding what the client actually needs, dissecting real problem behind vague statement (‘this looks too safe’) and turning them into actionable solution(s).