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Velocity Frequent Flyer the home of points
Role
Lead Designer
Created at
Tigerspike
Disciplines
Product strategy
MVP definition
Feature road-mapping
User testing
Creative direction
User interface design
Design system
Sector
Loyalty
Context
As part of Velocity's digital transformation, the brand needed an app where members could regularly interact, engage and earn points, thus derive value from the loyalty program.
For the first phase of the project, we worked closely with the Velocity team, conducted co-design sessions, ran workshops, interviewed members and spoke to their call-centre employees to gather insights and ideas to help define the features of the MVP for launch.
With business buy-in, we moved to the second phase, working in sprints to design and deliver the iOS app then its Android version and improve and adjust as we went along.
Once the app was established, Velocity then brought on an internal design team to continue its evolution. Since launch it has won Gold in the DrivenXDesign Awards.
For a more detailed exploration of the project, the process, strategy and execution please get in touch.
Challenges
Some of the challenges of the project included:
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Virgin and Velocity are not the same company, how can we make this app feel different to the Virgin app?
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How can we make the app experience distinct from the web experience to entice users to download and engage?
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How can we simplify the overall earning and redeeming of points?
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Facilitate the emotional value and benefits of being part of the Velocity program?
Approach
At the outset we worked with the VFF team to outline key success metrics which included: earnings, redemptions, referrals, member engagement and new member activity. We used these during prioritisation sessions throughout and at evaluations at the end of the rollouts.
Working with the client in co-design workshops, we ideated a few key features that were then tested with user groups.
The winning feature became the hero of the app: An interactive globe that allows you to visualise where your points can take you.
Other features that came out of the ideation were also validated by user groups and the VFF technical team and put into a product roadmap/feature backlog.
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