ETISALAT SMILES APP
OBJECTIVE
Combining three previous loyalty programs under one single new brand - Smiles, with a new and reimagined user experience, based on customer needs and interests.
CHALLENGES
Etisalat has had already 3 different loyalty app and websites which people were not using.
PROCESS
Analyzed pain points by using design thinking approach. As a small team of 4 people, we analyzed the existing programs and found out that the existing ones were not attractive and the shown products were not redeemable due to their high cost. Moreover, All 3 programs had required different credentials to login and they were not connected.
SUGGESTION
Personalized offers and products to increase the conversion rate. Combine all 3 programs into 1. Sort the offers based on nearest location to help people choose the offers which are near by.
THE TEAM
The team consisted of 1 service designer (Gina), 2 UX designers (Ronak & Elisa) and 1 UI designer (myself.) Even though, we have had 3 different roles in the team, each team member participated on benchmarking, blueprint design, UX & UI design by allocating each section of the app to different team members.
PROCESS
Creating user flows of the existing loyalty programs.
Benchmarking other successful loyalty programs.
Designing blueprint design as a result of benchmarking and design thinking rumble.
Sketching UX wireframes on paper, aligned as a team.
Allocating phases of the project to each team member to finalize the UI design in Sketch App
Prototyping on Invision
User testing
Development
RESULT
Etisalat’s popular “Smiles” loyalty programme alongside the user-friendly app was one of the key brand growth drivers that catapulted Etisalat to the most valuable brand in the Middle East and Africa.