Coniq Loyalty App
Upon starting my role as senior product designer at Coniq I was tasked with redesigning the mobile app from scratch. Previously apps were created more less bespoke for clients and the business desired to move to using a SaaS approach.
Overview
The retail landscape has been undergoing a significant shift which accelerated during the Covid epidemic, resulting in consumers being increasingly mobile-first, demanding a seamless shopping experience that integrates online and offline channels. Malls, outlets and retail districts need to adapt to this changing environment by offering loyalty programs that.
Objectives
- Drive footfall
- Incentivise consumer spending through rewards and discounts.
- Understand consumer behaviours and leverage them to drive sales.
- Be intuitive and easy to use with a minimum of guidance for maximising app uptake.
- Allow for Flexible solutions to solve multiple client problems with a range of budgets.
- To be easily rebranded for rapid deployment
- To be able to add new features with minimal impact to previous existing components.
Ergonomics And Context
Thumb Zone First: We prioritized items based on how often users would need them. The most frequently used features live in the "Thumb Zone," that prime area at the bottom of the screen easily reachable by a single thumb. This is key because research by Steven Hoober shows that nearly half of all mobile users (49%) navigate with one hand, and 75% rely on their thumbs for interactions. By placing essential functions here, we ensure they're always within comfortable reach.
Main Menu for On-the-Go Needs: The main menu resides at the bottom of the screen for a reason. We anticipated situations where users might be juggling other things, like standing in line while holding groceries. This placement makes crucial actions readily available, even in those awkward, one-handed moments.
Subtle Sub-Menus: For sections with more features, we implemented a sub-menu that floats just above the bottom content area. This keeps these additional functions accessible with a single thumb while maintaining a clean screen layout.
Secondary Menu for Less Frequent Actions: Less frequently used items, or those typically needed only once during signup (like points balance and tier level) reside in a secondary menu at the top right. This keeps them organized but out of the way for daily interactions. The menu can still expand to reveal those details when needed.
Overall, this layout prioritizes a smooth, one-handed experience, ensuring core functionalities are within easy reach regardless of the situation.
Design System
The App is designed to be modular so that we could add or remove features as per the clients requirements. It was also designed so that the branding could be swapped out with a clients brand palette without sacrificing legibility.
Outcomes
The app I designed has proven to be a transformative force within the retail industry. With over 20 tailored versions deployed across 3 million users in 200 malls spanning America, Europe, and the Middle East, it has successfully met a wide range of client requirements.
This versatility is highlighted by the rapid growth of client databases, with one reaching 120,000 members in just 90 days. The app’s impact on revenue is equally impressive: a European shopping outlet group reported a staggering 700% ROI in the first six months, while Mall of America saw a 208% increase in transaction value for paid members and an influx of 35,000 new users. Tanger Outlet Centers has also experienced remarkable success, with hundreds of thousands of members redeeming over 800,000 offers in its first year alone.
