Famsa’s group loyalty revolution
Ganamas loyalty responsive landing page
Minideli is a new coffee shop in Monterrey, for his value proposal they need a menu app to order deserts and coffee to be on time at the office of men and women from 18 to 45 who work in an office.
Ganamás responsive website
Web site where the Famsa Group customers will consult the benefits that they have.
Project duration:
jun 2018 – dic 2018
The problem:
The customers felt unvalued by the group and started buying in other stores.
The goal:
Reward loyalty
Increase new clients
My role:
UX manager & researcher
Responsibilities:
User research / project manager
Understanding the user
User research | Personas | Problem statements | User Journey maps
User research summary
The research of this project was primary and secondary throw the investigation and interviews, at the beginning, I had the assumption Bias of all our clients was happy only with the personalized discount that we inform by email, but in the interview, we realized that they expected more for his buys than a discount, the would like to feel that they are important to the organizatión and know that have a bank product make them win, otherwise, they felt that the only winner is the business.
User pain points
Promotions are seen when it have already expired.
It is difficult to take large orders in the office, we must make the design contain the easy way to make a large order through team collaboration.
The benefits aren’t known .
The customer only can know their beneffints until they arrives to pay at the cash register and if the cashier indicates them.
The sales force never know how to redeem the promotions.
The payment method is a problem, we should include payment by credit card, by the most known payment gateways as well as cash on delivery, handle special discount for electronic payments
It is not known where to consult the benefits.
It is important to deliver at the agreed time and that the product arrives correctly and at the desired temperature.
Persona
Problem statement
Mr. Juan CarlosGarcía is a senior who is enjoying his retirement and is redecorating his home and want to approach all the benefits of the store that he buys in one place and in an easy way.
Mr Juan Carlos García
Happy boss photo created by benzoix - www.freepik.com
Age: 60
Education: Professional
Hometown: Monterrey
Family: Married four adult sons
Occupation: Teacher
“I want to make my money work to enjoy my days with my family.”
Goals
Enjoy his retirement
Make works his money
Improve him home
Travel with his wife
Frustrations
He always has bought in the same store and he doesn’t feel like they appreciate it.
He needs to keep his money because he is already retired.
Is difficult for him to understand the promotions
When he can find out the promotions are expired or about to expire.
Mr. Carlos is a 60 years old retired teacher, who wants to improve his home, and spend more time with his family, hi is worried about saving money because enough he has a good money income it will not increase, so he has to keep and make work his money and approach every opportunity to do business and save money. He is looking to approach all the discounts and loyalty programs in order to save money and enjoy traveling and make better his home for himself and all his family.
Muck up tutorial
Usability study
I have conducted a moderated usability study on 5 subjects, 3 of them women 2 men 1 of them with special abilities, the age range was 22-60 years old, and the studi’s duration was 45 minutes.
Round 2 findings
Round 1 findings
Difficult to find the main dashboard
The promotion message wasn’t clear
The back buttons were missing.
The e-mail doesn’t arrive on time
The text mix with the image
The type is different in the main menu and in the contents.