CapitaStar

Product optimisation

CapitaStar

Researching and redesigning user experience for a leading Singapore loyalty app

CHALLENGES

Redesigning user experience for scaling

Redesigned app, with a style guide allowing for new features and future expansion.

70%

increase in engagement

21 feature iterations

within the first 3 months

10+

client team members trained to run usability testing

What they said

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Joe and his team are a great bunch to work with - what sets them apart from just another consulting firm is their hands-on approach and commitment to make sure every idea and concept can be transformed from paper to reality.

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Reuben Yong

Head, Loyalty and Payments (CapitaStar)

How we did it

E8 involvement

Identified usability challenges

UX & Design • Research • Data & Analytics

Identified usability challenges

  • Audited usability of live product, end-to-end

  • Ran usability testing on core journeys, coaching the client team in the process

  • Reviewed metrics on core journeys and drop off rates, including a data / tracking audit

Designed new high value features

UX & Design • Product Development

Designed new high value features

  • Payment feature: End-to-end design thinking catering for over 21 use cases

  • Gifting feature: MVP definition & reduction in complexity allowed features to ship in under 3 weeks

  • Usability testing: Weekly usability testing with merchant and shopper in context

Redesigned the app

UX & Design • Process

Redesigned the app

  • Created 25+ prototypes and ran 7 usability tests on live product with shoppers

  • Developed a style guide to ensure consistency on all current and future screens

  • Designed the app in a modular and scalable way set up for future features and A/B testing

Training and coaching

RESEARCH • DATA & ANALYTICS

Training and coaching

  • Trained & coached the team on UX research techniques, including frequent field research and usability testing

  • Organised a product principles & values workshop, to help guide future decision-making

  • Ran workshops for product team to create, prioritise North Star metrics and leading indicators

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