Tesco Unpacked

The UX challenge

"Customers are emotionally connected to the paper statement they receive in the post. As more customers go paperless how can we create the same magic and surprise in our digital channels?"

Starting the process

As a design team we had a lot of ideas for what the yearly statement could bring to customers and the business. The first thing we did was speak about it to stakeholders across the business (customer propositions, data science, development, brand) to get their buy-in. 

We created excitement around the concept by presenting them with a few ideas, simple visuals and reflecting on the current market trends. The response was positive and we knew the next step was to engage them further by running an ideation workshop to get the best ideas on the table and map the feasibility. 

The collaborative workshop

In mid-2020 we ran a workshop with our stakeholders.

Workshop outcomes

The workshop resulted in a list of themes we felt were valid for our customers and within each theme we had multiple ideas of how we could bring the revelant data to life.

Themes 

• Social 

• Aspirational

• Profile

• Savings

• Activity tracking 

The themes were validated through a survey sent out to customers. 

We gathered attitudinal data on high-level themes of ideas (customer profile, savings, aspirational, benefits activity/ timeline, social). The results proved we were on the right path and there was interest from customers to know more about their shopping and how that compares to others.

Ideation, design and development spike

We had agreed on the themes with our stakeholders and validated them with customers through the survey. It was now time to bring them to life through design.

We set out a loose storyboard which we used as the basis for designing the concepts. There was an opportunity at the time to take part in a motion sprint led by the Brand team who were working on motion principles and wanted the business to test their toolkit. We used this sprint as an opportunity to kick-start our ideation process.

The result of the motion sprint was a refined storyboard with explorations of animations and interactions. We then brought these to life, from Figma to After Effects. And the first animated Unpacked was born.

Development and data spike

While we were designing and animating Unpacked we were working closely with the development and data teams to understand how they could build out the feature for the app and inject the customer data at different points. We explored multiple avenues over 1.5 months, keeping in touch on a daily basis and sending files back and forth. 

This was an essential process for all teams as the technical difficulties and constraints surfaced through this exploration and resulted in changes to our initial plans and designs. 

We understood that not all concepts could be built for the MVP. Not all data was readily available to be injected into the feature and not all design ideas were technically feasible in a dev environment. And so we had to make a call on what we would take into the MVP and what we would save for the year later.

Research

The research team validated the concepts and designs with 9 of our customers through semi-structured moderated interviews.

The Purpose
“We would like to know users’ reaction to our new end of year statement, its animation and content.”​

9 customers |  UK Based​ |  Age: 18-65+ |  Familiar with Tesco Clubcard​ |  Online shoppers​ | Frequent Tesco customers​.

Results

• Participants matched the UI with Tesco branding.​

• Participants required tweaks in animation speed. ​

• Participants reacted positively towards the animations. ​

• All participants required additional information on certain topics / sections.​

• Participants were more keen on sharing different parts of the prototype and not the prototype as a whole. ​

• General controls were understood, participants had different expectations on the interaction. ​

• Some participants anticipated sound with the animation.​

Overall findings were positive and we took onboard the customers feedback to improve the piece for the MVP release.

2021 Unpacked (MVP)

We released the MVP in January 22. 

The MVP was released to a subset of customers that met established criteria. We released it in late January 22 and was available to customers for 3 months. During this time we monitored interactions, drove engagement through targeted email campaigns and push notifications, and watched out for social media noise. When the MVP was removed from live we analysed the data and survey results which gave us insights and next steps for 2022 Unpacked.

It was released in-app only.

What we learned from the survey and the data

• Majority of customers who saw 2021 Unpacked were thrilled by the feature. 

• They enjoyed the content and were eager to know more about their shopping habits. 

• However some concepts/themes were not that interesting to customers.

• They wanted the ability to share the content on social media.

• Customers wanted to know how they could make the best of the rewards they had earned through shopping. 

Looking at the data and audience available overall we understood the importance of surfacing the feature across both web and app, thus expanding the customer reach. We understood the importance of how we nudge/ make customers aware of the feature can drive traffic. 

2022 Unpacked

View 2022 Unpacked here

If you have any questions about the project get in touch 😀 vera@veramarin.com