Project type
App Redesign
Time
2022
My role
Product Designer
Overview
Tesco is a British multinational grocery retailer. This case study focuses on improving the user experience of the Clubcard mobile app (Tesco’s loyalty program) for Tesco Central Europe (Czechia, Slovakia, Hungary), by redesigning the app’s interface and adding more functionality based on user feedback and market research.
Challenges
Low app engagement
Low ratio of plastic vs digital card users
Huge drop-off rate in app onboarding
The app doesn't reflect market trends and user needs.
Goals
Redesign the app based on the findings from user and competitor research
Increase app user base, user retention, and engagement
Analyze and fix the registration issues
Acheivements
Onboarding Drop-offs reduced
From 60 to 20%
App Ratings improved
From 3.7 to 4.4
Engagement with app improved
Usage of coupons
Leaflet Engagement
Digital vs Plastic Card ratio
Competitor Analysis
Who sets the current trends?
We initiated our project by analyzing competitors in the Czech and European markets. We compared their main functionalities, overall user experience, and look and feel. We undertook this analysis to gain an understanding of the current market landscape, identify standard features, and draw inspiration from how various companies are addressing specific use cases
Main findings
Every Tesco competitor has immediate registration (Tesco 15 min - days)
Tesco is 2nd worst in the offer of functionalities from the sample
Features like Shopping lists and Electronic Receipts are becoming standards in the market
Competitors are getting creative to motivate users to use the app by offering benefits exclusive to the app
User Testing
How are people using the app?
With the help of Creative Agency (Ideasense), we tested the current app by doing 12 individual interviews to find out the main users' pain points and understand how they use the app during the shopping process.
12 moderated interviews
A mix of app users and non-users, a mix of genres and demographics
The basics works, but there is a lot to improve…
After consolidating all the insights and quotations we identified main themes to focus on in the redesign project:
The core functions of the Clubcard app (collection of points, use of barcode) are perceived as functional and working for most users.
Most users don’t understand the logic behind points, and coupons and they do not understand why they can’t transfer the points to vouchers in real-time.
Users don’t see the advantages of using an app instead of a plastic card. The app doesn’t offer additional features or benefits, like shopping lists or receipts.
People tend to be stressed out during shopping, especially at the cash register, because they need to select the coupons and vouchers in time pressure
Data Analysis and Workshops
We also did a customer journey mapping workshop to understand typical touchpoints across the customer journey lifecycle, which helped us to define the scope.
Design, Prototyping & Validating
With all the research data at our disposal, we designed a new concept for the app. This involved creating a new information architecture, refining the user interface, and adding functionalities that users had requested, while also considering the business impact and feasibility.
After presenting our work to internal stakeholders and receiving their feedback, we proceeded to conduct the second round of user testing with the new prototype. Below, you can view the final designs, which are compared to the original ones, incorporating the changes and feedback from the user testing.
Home page improvements
Before
After
Better hierarchy and visibility
We highlighted the Clubcard points amount, renamed the section "history" and placed coupons and vouchers into separate tabs
Rotating banner removed
The rotating marketing banner was disturbing users, so we removed it from the screens and presented different notification patterns to business stakeholders.
Possibility to pre-save the coupons and vouchers
Stress in the store solved
In the old app version, there was no way to pre-select the vouchers and coupons in advance. Users were stressed when the cashier asked for them because they needed to manually find all the relevant coupons, often under time pressure and with a row of people standing behind them.
We solved this problem by adding an option to preselect them in advance and it was one of the most valued changes by users during prototype testing.
Shopping history
One of the most requested features people used in competition apps was the shopping history. We added an electronic receipts feature allowing people to see their digital invoices and save the environment by not printing a digital one.
Faster Vouchers
Added possibility to transfer points in real-time (previously people needed to wait up to 3 months!) - this was one of the most valuable changes in the prototype testing by users
What I learned in this project?
It was great to be part of this project and understand how different people shop and use loyalty programs. I also learned a lot due to a vendor change and setting up new processes from scratch (the company was also shifting to agile during that time).
