PROBLEM
Turning Feedback into Fuel: Addressing Customer Needs for Loyalty and Value
Customers of Table & Twine have expressed a lack of perceived value in meal kits and feel their loyalty is not adequately recognized or rewarded. Some customers question the overall benefit of meal kits, while others actively seek discounts or incentives to enhance their experience. Without a clear system to acknowledge and reward repeat customers, there is a risk of disengagement, reducing customer retention and limiting the brand's ability to build a loyal community.
“How might we create an engaging and rewarding experience that keeps customers motivated, encourages consistent use of our platform, and helps them discover the full value of meal kit services while giving them something to look forward to??”
Timeline
April-June
As the junior UX designer on this project, I worked closely with a talented team comprising a product owner, engineering manager, UX writer, and UX researcher. Together, we combined our expertise to create a seamless and engaging loyalty program experience, ensuring every detail aligned with user needs and business objectives.
My roll
Research
design
navigation architecture
wireframing
prototyping
My tools
Figma
Canva
Photo shop
google
THE SOLUTION
Cooking Up Solutions: Engaging, Motivating, and Rewarding Our Customers
RESEARCH
Listening to Loyalty: Uncovering Insights Through Customer Conversations
To better understand our customers’ needs and expectations around loyalty, rewards, and membership programs, we conducted discovery interview sessions with 10 active users via Zoom. The goal was to uncover insights into the types of programs they prefer, how they envision these programs working, and what factors would motivate and delight them throughout the experience.
Methodology
Each session lasted approximately 30 minutes and focused on understanding the user’s values, priorities, and behaviors in relation to loyalty and rewards. Open-ended questions and scenario-based prompts were used to encourage candid feedback and actionable insights.
-This research provided foundational insights to guide the design and implementation of the Loyalty Challenge, ensuring it aligns with customer expectations and fosters meaningful engagement. Let me know if you'd like to expand on the findings or add specific takeaways!
USER TAKEAWAYS
What Drives Loyalty: Key Insights from Our Customers
Our discovery interviews revealed that participants are highly interested in a loyalty or rewards program, viewing it as a strong motivator to stay engaged with Table & Twine rather than exploring alternatives. They expressed the greatest interest in brand-specific rewards, along with food and cooking-related incentives, which align closely with their interests and lifestyle. While participants are eager to interact more with the platform, some voiced concerns about the potential time commitment, highlighting the need for a seamless and efficient program experience.
EXPLORATION & IDEATION
Building the Blueprint: Defining UX Requirements for an Engaging Experience
Following our user research, we collaborated with stakeholders in a workshop to outline key UX requirements that would shape the Loyalty Challenge experience. These requirements emphasized creating a seamless and engaging journey for participants. We identified the need for multiple, easy-to-find entry points to activate rewards, supported by clear progress indicators to keep users motivated. A straightforward onboarding overlay was prioritized to ensure users could easily understand the challenge, while simple reward redemption processes would maintain accessibility. To build excitement, we incorporated concealed rewards to spark anticipation, accompanied by clear challenge rules for transparency. Additionally, visual cues were deemed essential to highlight unclaimed rewards, encouraging users to take action. These insights laid the foundation for our wireframes, bringing these user-focused elements to life in the design.
USABILITY TESTING
Refining the Experience: Key Insights from Usability Testing
After conducting usability testing, several key recommendations emerged to enhance the user experience. Participants suggested that the requirement to order 8 boxes within 12 weeks should be explained more clearly during the onboarding pop-up and within the “How to” section, ensuring users understand the challenge timeline from the start. Additionally, feedback indicated that the wording around rewards should be rephrased for better clarity and appeal. There was also a suggestion to reconsider whether rewards should be shown upfront or revealed progressively to maintain excitement. Users also highlighted the importance of clear communication regarding reward expiration dates, as well as making it more apparent when rewards have been successfully applied to their orders. These insights will guide us in refining the user journey and ensuring the rewards experience is both transparent and motivating.
FINAL SCREENS
STYLE GUIDE
The Take Away
Serving Up Success: Lessons Learned from the Loyalty Challenge
The Loyalty Challenge highlighted the importance of understanding customer needs and aligning solutions with their expectations. Through user research and usability testing, we discovered that a well-designed loyalty program could significantly increase customer engagement and retention. Offering meaningful, brand-specific rewards and ensuring a seamless user experience were critical components in building trust and encouraging participation.
This project underscored the value of collaboration between stakeholders and users, as their input shaped key design decisions and improved the overall program experience. The feedback we gathered helped refine the program to be both motivating and time-efficient, addressing customer concerns and creating a sense of anticipation and reward.
By focusing on clear communication, transparency, and emotional delight, we developed a solution that not only meets business goals but also strengthens customer loyalty and fosters long-term relationships with the Table & Twine brand.
For more work inquiries, or to grab a coffee do email me at Margopagemorrill@gmail.com ☕️ ✨
Thank you for taking the time!