Some aspects of this study are not fully explained or visible in detail in order to uphold the protection and confidentiality of the client's information.
Project context
An existing loyalty program called "My Dior" was not marketed nor truly activated on the e-commerce site. The program deemed to be too elitist, lacked visibility and clarity in its flow. Additionally the program was only presented in physical stores and did not appear on the website.
Thus, there was a need to rethink a new experience after the announcement of the program and its integration on the official site.
Methodology
Discovery phase :
Vision/alignment workshop
Interview with the communication and marketing team to fully understand the loyalty program principles and overall concept
Interviews with loyal customers and customers of other brands
Benchmarking of other competing loyalty programs
Summary of key insights.
Presentation of work direction/opportunities to product teams
Prioritization of opportunities/features, creation of a backlog
Definition of the roadmap in collaboration with the Product Owner
Identification of touchpoints to the loyalty program on existing e-commerce site pages.
Based on the data collected from Dior's marketing department we were able to create a customer experience map. The goal was to reveal both positive and negative touchpoints and key moments in the experience in order to identify design and innovation opportunities more easily. We also included benchmarking elements in the map to better illustrate our UX recommendations and help teams visualize them more easily.
Delivery phase:
User journey mapping (userflows, persona, blueprint, empathy map)
Defining use cases (golden path error cases logged in user non-logged in user)
Creating wireframes for the purchase journey and relevant push notifications for showcasing loyalty program
Functional prototype
Validating proposals with stakeholders
Creating design system and beginning UI implementation
Prototyping HD UI/Design System mock-ups
User recruitment
Writing the testing protocol
User testing
Iterative post-user testing process (test and learn)
Final UI validation
Tools and technology used:
Miro for centralizing information from various studies
Figma for producing wireframes high-fidelity mockups and prototypes
Jira for tracking and prioritizing tasks in each project sprint
Teams for conducting remote interviews and workshops with teams
PowerPoint for presentation reports
Google Analytics for studying browsing behaviors
Results
Even though the loyalty program existed, many alignment meetings were needed to make it more user-centric and less conceptual while still maintaining effective storytelling. My Dior Beauty is now available on the official dior.com France website.
