RBS, a major UK-based bank, wanted to work with us to drive revenue and increase engagement with their customer base by offering a loyalty platform.
MeMeMe would be a service where the bank’s business customers would create campaigns and loyalty programs to drive traffic. These campaigns would be published within the bank’s own app to its retail customers according to their spending patterns and interests. As the retail customers engaged with the service, they would earn loyalty points and be able to track their spending & saving habits. The business owners would be able to create and track the success of campaigns through a stand-alone iPad app. Because this platform catered to both the business and retail customers of the bank, we needed to think of the needs of both customer segments.
Skills
Concept design, Interaction Design
Year
2015
Design Team
Cansu Tecimer, Asli Deniz Ozakar, Mehtap Aydin
How might we create loyalty platform connecting SMEs with retail bank customers?
To understand why people would use MeMeMe service, define the potential value proposition and engagement factors, we created detailed journeys for our personas. We divided the experience into 3 parts: onboarding, interaction with the app and tracking the benefits.
Some of the high level questions that came up were:
- How would people hear about this service?
- How we could make this system seamlessly work with the POS network?
- What information could we pull from the customer spending patterns?
- What information would be useful for the SMEs to know?
A big value proposition of MeMeMe is that it learns from usage patterns and allows the user to track their behavior over time.
After some exploration into our high level questions, we decided that one of the biggest values this service provides is it learns from the user patterns and allows the user to track their behavior. Our client could provide us with a lot of data, but our biggest challenge was to know which data we should show both of our target audiences and how to best relay that information.
For the retail customer, we would be showing spending patterns, their history, their status in the loyalty programs they were in and of course the most relevant offers according to all this profile information.
For the merchants, there would be an extensive tracking system that could be filtered by time, customer demographics, customer type, location etc.
Collaboration
In this project, we worked very closely with our UI designer to make sure all the detailed data graphs in the wireframes were translated into clear visual designs.
