Commonwealth Bank App Loyalty Card
Jan - Feb 2015
UX Designer, Sydney
A survey determined consumers’ most popular and desirable feature for a mobile wallet, was the the ability to store loyalty cards. Product were still hesitant to proceed, specifically concerned that customers might not use this feature if they can’t scan the card at POS, which at the time was a known risk.
I worked closely with a small team, to design, test, iterate and implement a proof of concept with designated iOS and Android users, where there were able to capture and use their loyalty cards on the CommBank app.
Results showed that whilst users were comfortable storing their loyalty cards with their banking ones, they were less likely to use this feature when they couldn't scan the card at checkout. These learnings helped build enhancements for launch including faster access and improved scanning.
RESEARCH / UX DESIGN / PROTOTYPE / USER TESTING
Followed a two stage approach
PROCESS
Phase 1: I followed the design process to understand the user problem, solve for it, and then validate our assumptions in a pilot with internal staff.
Phase 2: Use learnings from pilot to inform enhancements for building and launching the Loyalty card feature in the Commonwealth Bank app.
RESEARCH
Developed assumptions to test in an internal pilot
Synthesized findings from Research's survey to understand the customer problem and identified the riskiest assumptions we wanted to validate in a pilot with staff.
Sketched solutions and designed a screen flow for iOS and Android
DESIGN
I mapped out the user journey for adding loyalty card, viewing and managing card details in the app. I sketched various concepts, including adding and managing card details.
Created prototypes for user testing
USER TESTING
I created a prototype for user testing with five existing CommBank app users. I learnt preference in inputting card details and importance of off-boarding to assist and reassure the user at checkout. These learnings were incorporated into final designs of the pilot apps.
Piloted the app with internal staff and used learnings to iterate designs for launch
LEARNINGS
From the pilot, we identified three key enhancements for launch including; improve scanning at checkout, faster access, and the ability to add multiple cards in one go.
