Using Research To Inform Design
Through a combination of onsite and remote-based customer research, we were able to gain a deeper understanding into where the current program was falling short and develop clear insights into what customers wanted and needed in a new loyalty program. These findings, together with our stakeholder research, led us to recommend a ground-up rebuild of the program. Providing the flexibility necessary to solve both the customers and the internal operational challenges. This also allowed us to upgrade the information Budget was able to collect through different aspects of the program. Equipping the platform to provide marketing insights that would lead to more informed marketing decisions.
With a clear picture of both the customer’s and the business’s needs, we put together a strategic roadmap for a 12-month project rollout. Consisting of a responsive website and an easy to use administrative backend, that would be piloted in select markets before being rolled out nationwide.
Using Proven Design To Fuel Further Research
Using a human-centered approach, we designed a program that customers started signing up for in record numbers, and it very quickly became Budget’s most successful marketing program to date. At the same time, Budget’s ability to learn about their customers in real-time made it much easier for them to generate compelling new campaigns, rewards, and solutions that could be implemented into the program — improving a customer’s experience over time.
In the end, what we designed for them went far beyond the scope of a software platform that Budget could use to run a simple loyalty program. We were able to help their team build the necessary tools and infrastructure to create a “loyalty loop” that fostered continual learning and gave customers more of what they wanted. Improving overall customer satisfaction, leading to a more engaged customer base and higher bottom line sales.