Migrating Clubcard to the Tesco Shop app

The project

The project consisted in designing and integrating all loyalty features into the Tesco shop app. Thus allowing to customers to shop with Tesco while also collecting points, redeeming vouchers, coupons and discounts, all via the app.

Role

I was asked to join the project a few months in to bring a fresh perspective and Clubcard knowledge to the table.

My role as Product designer was to explore, design and deliver the UX and UI for all Clubcard features inside the shop app. The team consisted of a design lead, a product designer, a product manager and developers.

July 2020 to January 2021

Clubcard section

Scannable Clubcard QR code

Vouchers and coupons

Alternative scannable code

The UX challenge

"Design and integrate the necessary Clubcard features into the Tesco Shop app to aid both online and in-store customer missions."

Clubcard has over 16.5 million users in the UK today. Over time the need to create a seamless omnichannel experience for shoppers has become more obvious, with customers expecting to be able to use Clubcard across their online and in-store shopping journey in a simple and convenient way.

Until now the digital journeys have been full of friction points, making it difficult for customers to engage with the scheme online and in-store, and from a business point of view difficult to maintain.

High-level UX goals

Make Clubcard features available and valuable to customers across the different shopping missions
Aid findability of loyalty features
Improve journeys and features we know have friction points
Do not negatively impact existing features
Delight our customers and give them a reason to want to engage with the loyalty scheme in the shop app
Onboard customers

Features

Scan Clubcard at the till
Use Clubcard vouchers online and in-store
Use Clubcard coupons online and in-store
See Clubcard points and convert to vouchers
Subscribe and use Clubcard Plus
Manage Clubcard from the shop app

Defining the process

When I joined the project a lot of discovery research had already been carried out and an MVP of some basic Clubcard features was about to be released. This new phase was about rethinking and pushing the boundaries of the interface, to deliver an experience that would drive customer engagement and incapsulate the needs and desires of the current and future Clubcard customer in the shop app.

As a first step I gathered and analysed all the available research and then mapped out the Clubcard journeys within the shop app. The aim was to have a solid framework to work within. Alongside the other designer we identified the customer actions by awareness, engagement and usage.

Where does Clubcard fit in the app?

We understood early on that a home for Clubcard in the shop app was necessary. This was due to the number of features and Clubcard driven journeys that we wanted to integrate in an app.

Building these features and journeys within a defined section would also give us the opportunity to test and understand the experience, and to later expand the journeys to the rest of the shop app.

Entry point for the Clubcard section

It was agreed with other teams responsible for different part of the app that the entry point to the section would be placed within the main app tab bar.

Given the importance of the section and the expected customer engagement it made sense to give it prominence. Therefore the Orders tab was replaced with Clubcard, and Orders was placed in the Account section of the app.

The features that were migrated

Tap the links below to explore the different features, each with their own goals, designs and journeys.

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