Introduction
Delicia is a top restaurant in the Malappuram city,
known for its delicious food and excellent customer service.
In an effort to provide its customers with an even better experience,
Delicia planned to introduced a new customer loyalty app. The app need to be
designed to make it easier for customers to participate in the restaurant's
loyalty program, allowing them to earn rewards and keep up-to-date on the
latest promotions and events. With a simple, user-friendly interface and
seamless integration with the existing loyalty program.
My Role
I lead UX design at Spinecodes. Among other responsibilities, one of the major goals in this project
was to create prototypes, conduct field studies and Stakeholder interviews and create prototypes and final design.
responsibilities
- Field Studies: To understand the needs and preferences of Delicia Hotel's customers,
field studies were conducted to gather insights and feedback on the existing loyalty
program. which helped to identify pain points and opportunities for improvement.
- Stakeholder Interviews: Stakeholder interviews were conducted with key personnel at
Delicia Hotel, including restaurant managers and customer service representatives.
The interviews helped to understand the business objectives and goals of the loyalty
program and how the customer loyalty app could support these objectives.
- Secondary Research: Secondary research was conducted on the latest trends and best
practices in the loyalty app space to ensure that the Delicia Hotel customer
loyalty app would be innovative and competitive. This research helped to inform
the design and development of the app, ensuring that it would meet the needs of
customers and align with the latest industry trends.
- Prototyping and final design: this was the last stage in design process,
with reference to the research methods, fonding are wrapped into user
journey map and started to create prototype, after few iterations of the
protytype delivered the final designs to developers.
Problem Statement
Delicia restaurant had a loyalty program, but not everyone knew about it.
They wanted to make it easier for customers to join and get rewards. So,
they needed an app that was easy to use and worked well with the existing
loyalty program. This way, more customers could enjoy the benefits of being a part of the loyalty program.
Key highlights
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One of the key challenges that Delicia Hotel faced when creating its customer loyalty program was
ensuring the security of its customers' loyalty points.
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In addition to security, Delicia Hotel was also looking for ways to attract more repeat customers.
By addressing these two key pain points, the Delicia Hotel customer loyalty app was able to
provide customers with a secure and engaging loyalty program that encourages repeat visits.
Design process
Design process for this project was Lean UX methdology After the Collecting the information and defining phase design process for the Delicia Hotel customer loyalty app included the 3 stages:
Thinking: With the ideas from user journey map generated solutions for the key problems.
Making: The first stage of the design process involved creating a low-fidelity prototype of the app,
which allowed the team to test and iterate on the basic functionality and user flow.
This stage involved creating wireframes and mockups, which were reviewed and refined based on
feedback from stakeholders and customers.
Checking: The second stage of the design process involved user
testing to gather feedback on the app's usability, functionality,
and overall user experience. During this stage, customers were
invited to test the app and provide feedback on the interface,
navigation, and rewards system. This stage was critical in ensuring
that the app met the needs and preferences of customers and was easy to use.
Iteration: Based on the feedback received from user testing, the design team iterated on the app,
making changes to improve the user experience and meet customer needs. This stage involved making
changes to the interface, navigation, and rewards system, as well as testing and refining the app's
core functionality. The iteration process continued until the app was finalized and ready for launch.
Solutions
1. Security: One of the main challenges was ensuring the security of the loyalty points system.
This was addressed by implementing an OTP system within the app, which verifies the customer's
identity before allowing them to redeem their rewards
2. Repeat customers: The hotel was facing a challenge in attracting repeat customers.
This was addressed by implementing a welcome bonus of 100 points for new customers,
encouraging them to return to Delicia Hotel and continue using the loyalty program.
Learnings
In this project, I learned about the importance of field studies and observed that the order
from the table system could be implemented in the Delicia Hotel customer loyalty app. By
implementing this system, customers would be able to place orders directly from their table,
eliminating the need to wait in line or flag down a server.
The proposed order from the table system would work as follows:
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Customers would use the Delicia Hotel customer loyalty app to access the menu and place an order.
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The order would be transmitted directly to the Nikkala and Transfer the order to kitchen
after verification, reducing wait times and improving the overall dining experience for customers.
The proposed order from the table system is a valuable addition to the Delicia Hotel customer
loyalty app. It would provide a convenient and efficient experience for customers, contributing
to the overall success of the hotel and its customer loyalty program
Final design
