Multi-touchpoint design for a drink passport company
Project summary
Craft Notes’ main goals are to build community, support local makers, and create an app experience that engages users.
With a team of researchers, we examined secondary research to come up with ways to approach this problem. We looked at other competitor apps and drink passbooks as well as apps that offer a membership model or curated recommendations.
After synthesizing this research, we provided a set of recommendations for adding additional features to their mobile app to increase customer loyalty through rewards and personalization as well as new ways to highlight local makers.
My role
In our team, I designed and digitized our customer journey map. In addition, I was responsible for building prototypes for the user’s profile page set up, the profile page itself (at different states), “refer a friend” functionality, and a series of short user preference surveys focused on drink, food, and business preferences.
As a wrap up, I created a phased roadmap to help Craft Notes think about how they could roll out this new functionality in steps.
Client
Craft Notes
Users
20 - 40 year old community-minded individual who likes getting drinks with friends
Methods & Tools
Secondary research, Customer journey mapping, Prototyping, Sketch, Google Slides, iMovie
Secondary research into competitors and comparable companies
GOAL
See how other companies are building community through memberships and/or deals
FINDINGS
I was responsible for looking into aggregation apps, apps with friends or social network, and subscription apps.
Apps that aggregate many services often:
Highlight collections of vendors under an umbrella theme
Allow you to take a quiz or survey to get a personalized recommendation
Give some sort of indication of quality or vetting (e.g. Airbnb SuperHost)
Apps that allow you to add friends usually have:
Leaderboards to let you compete with friends and achievements or badges that you can earn.
A feed showing what your friends are up to.
Referral bonuses for inviting friends.
Easy ways to add new friends like QR codes or unique, shareable links
Apps with a subscription often:
Make members feel appreciated with special perks and/or gifts
Offer different levels of subscription so you can choose what’s best for you
Let you try subscription for a free trial and then upgrade
Customer journey map
Goal
Document the key user touch points from first gaining awareness of Craft Notes to becoming a loyal user and product advocate.
Process
We made an affinity map of our ideas and shaped it into a step-by-step journey. I was responsible for digitizing and designing the customer journey map.
Photos of our goal distillation, brainstorm, and customer journey map.
High-fidelity wireframes
Process
Our group divided up each stage of the customer journey and created prototypes to support the new features.
We received feedback from two additional UX designers to help us take our concepts further.
Then, we incorporated feedback and finalized the wireframes to present to the client.
Tools
Sketch
We all printed screenshots from key flows and taped them up to gather feedback from UX design mentors.
Design recommendation: Sign up
Overview
The updated flow prompts users to choose their city, record high-level preferences, and add friends.
Goal
Personalize the experience to increase app engagement.
Design recommendation: Refer a friend and rewards
Overview
Users can refer friends by copying a unique link from their User Profile and sending it to friends. When friends sign up, they earn points. With 100 points, users can earn a special reward like more free drinks, a day with a maker, and more.
Goal
Grow user base and create a community of Craft Notes users.
Design recommendation: User profile
Overview
As a user redeems perks, refers friends, completes pub crawls, and saves their favorite locations, their profile grows. See how the profile looks when a user first signs up versus when they have been a member for a while.
GOAL
Engage users and increase active monthly users of the app.
Design recommendation: Short surveys
Overview
These surveys pop up any time you redeem a coupon so Craft Notes can slowly gather more information about you and your preferences. They are separate from onboarding and not required, but users can earn extra points for filling them in.
Goal
Get users more engaged with the app to increase usage. Personalize the experience and gather data on users that you can use to inform business decisions like who to partner with next.
Findings and recommendations
Overview
10-minute video was provided to client detailing the recommended improvements and providing a scenario to illustrate how new users would use these features.
Recommendation
Enhance & revise all user touch points so that there is consistency between website, passport, and mobile app
Reward members for using the app through a points system that incentivizes users to redeem coupons, refer friends, fill in their preferences, and more.
Create community through highlighting maker stories within the app and providing clear ways for members to meet makers, like having a Meet a Maker reward when members reach a certain level
Phased roadmap
This shows how I would recommend rolling out the features we recommended to Craft Notes, along with ways to measure success along the way.
