5 Stars on both platforms.
App consolidation - merging loyalty functionality into the grocery shopping app.
Design Team Lead / Creative Direction - Sam Fuller
Head of Product - Gerard Short
During almost 9 years at Tesco I mostly worked in and around the loyalty space.
I started with the precursor to the Clubcard app, and worked right trough to the eventual sunsetting of the app and lead my team through the merge with the main grocery app, migrating 9.5m users to the singular solution.
Lead design on the Clubcard App
Co-ordinating with a 30+ strong overseas dev team
Mentoring/leading a large (20+) design team
Drove cross functional collaboration across the business to achieve broader app success
Took Clubcard app from 1 to 5 stars on both platforms.
Great achievement, but as always it was not just down to the great design…
To achieve this success, I worked in close collaboration product to lead a customer focused, fundamentally collaborative approach across Design, Product, Proposition, Tech and Brand.
What follows is the 5 stage process we followed:
Improve app store rating
Used design improvements and constant cutomer feedback and engagement to get the rating to 4 stars on both platforms.
Reduce churn to less than 5%
Working closely with Proposition and Product, listening to customers and their feedback.
Improve conversion to 90%
Improved communication through the app with new and existing customers, linked the push notification system with the Proposition team to coordinate marketing comms.
Drive more demand
Improved the demand in the acquisition funnel working closely with Brand, Proposition and Comms on print media and online advertising.
COLLABORATIVE result:
5 Stars on both platforms
As a relatively new design function in the business, this was an extremely effective approach to demonstrate our value to wider business, surface genuine benefits to the customer and ensure the involvement and continued collaborative success of the design team.
