As a member of the Coles Group design team, I led the redesign project for the Flybuys app, a flagship loyalty program with over 9 million users across Australia. The project aimed to elevate the user experience by implementing a new app layout, integrating in-app partner offers, introducing digital fuel dockets for Coles Express fuel vouchers, revamping the login dashboard, optimizing offer cards, and enhancing offer redemption experience.
… These digital fuel vouchers are amazing. Love the new layout and partner offers ...
Flybuys, jointly owned by the Coles Group and Wesfarmers, offers users the opportunity to accrue points by shopping at Coles Group brands, certain Wesfarmers brands, and third-party partners like HCF Health Insurance, Coles Express, and Optus.
Domain
Domain:
e-Commerce
Loyalty points
Digital Dockets
Mobile App
Notify real-time experience
Areas:
B2C
End to end CX
Reward point redemption
Partner Offers & Affiliates
Shopping experience
Omnichannel experience (Mobile, Web and In-store)
Skill and Expertise:
Mobile App design
Competitor research
User Testing
Usability Audits
Low-Hi Fi prototypes
User interviews and testing
User flows & Empathy maps
Qual and Quan research
Introduce Digital fuel dockets and Partner offers in Flybuys app with new card design and layout. Looking at end to end customer journey from flybuys point accumulation to redemption. In-app notifications, fuel offers, working with Coles Express and flybuys teams to make sure business objectives are met. Validation with end users and improve on the experience based on post implementation feedback.
Current printed dockets transition:
Customers are used to keep Coles shop receipts so that they could redeem the fuel dockets when re-fueling at Shell Coles Express fuel stations. Making the digital fuel voucher experience simple and easy for customer to use.
Limited Visibility of Partner Offers:
Users had limited visibility and access to partner offers within the app, reducing engagement and incentivization.
Complexity in Fuel Docket Redemption:
Redeeming Coles Express fuel vouchers required manual handling of physical dockets, causing inconvenience for users.
Cluttered Login Dashboard:
The existing login dashboard was cluttered and complex, making it difficult for users to access account information and offers.
Simplifying Offer Redemption Process:
The process of redeeming offers and swapping 4 cents off fuel with 8 Flybuys points needed simplification and optimization.
Outdated UI Elements:
The existing app featured outdated UI elements and lacked modern design principles, leading to a suboptimal user experience.
User Research and Analysis:
Conducted extensive user research to understand user needs, preferences, and pain points, informing the redesign process.
Wireframing and Prototyping:
Created wireframes and prototypes to visualize and iterate on the new app layout, feature placements, and navigation flow.
UI Design Overhaul:
Led the redesign of UI elements, incorporating modern design principles, and creating a visually cohesive experience.
Integration of Partner Offers:
Partner offers were seamlessly integrated into the app, providing users with easy access to exclusive deals and promotions.
Digital Fuel Dockets Implementation:
Introduced digital fuel dockets for Coles Express fuel vouchers, allowing users to redeem offers seamlessly within the app.
Optimization of Login Dashboard:
Streamlined and optimized the login dashboard to provide users with quick access to account information, offers, and points balance.
Offer Cards Redesign:
Redesigned offer cards for clarity and visual appeal, ensuring consistency in design and messaging across the app.
Enhanced Offer Redemption Experience:
Simplified and optimized the offer redemption experience for users, making it more intuitive and user-friendly.