IQOSPhere (Philip Morris)
Background
IQOSPHERE.jp is the IQOS Loyalty platform that provides different loyalty activities programs to keep the engagement with our customers. And at the same time, based on the engagement activities we can have a better understanding of our customers to provide a better User Experience.
Case
Digital Loyalty platform
Situation
The head office has created a new Global Design system Guideline at end of the 2020 and Japan needs to apply it with the localized Experience Framework to target the new product launch in Sept 2021.
Task
Define the localized guideline for IQOSPHERE web and LINE platform, and apply it at the same time when the new product launch on Sept. Also running a Design sprint workshop to get the alignment with cross-function for the roadmap prioritization to improve the usability and user engagement.
(show the library and the brief workshop)
Action - summary
User-centric research and NPS report analysis, functionality analysis, competitor analysis, user segmentation analysis, current sitemap and information architect inventory…etc
Leading the design sprint workshop with Marketing, PM, Consumer Program, Legal, Contents, Digital Loyalty, and IT teams to define the Q4 on 2021 and 2022 roadmap and prioritization alignment cross-function from offline to online
Create the High-fidelity wire and run usability testing and report with related functions to prioritize for the release phases plan.
Action - details
NPS report analysis
Based on the NPS score to understand where is pain area with the improvement opportunities
User survey
Based on the user survey report (user interview) to identify what and which function and program user interested and needs to improve
User segmentation
Identify current the member user group with the segmentation into different level of the engagement
Occasional User journey mapping
identify the occasional user journey, pain and interested area
Regular User journey mapping
identify the regular user journey, pain and interested area
Super loyalty User journey mapping
identify the super loyalty user journey, pain and interested area
Workshop - challenges
identify the challenges of the revamp with related function
Workshop - Goal & risks
identify the Goal & risks of the revamp with related function
Workshop - KPIs & measure of success
identify the KPIS & measure of success of the revamp with related function
Workshop - Sitemap
identify the new sitemap, new function and ideas of the revamp with related function
Pages revamp categorization
Based on the alignment with related function to categorization the pages focus workshop to identify the information architect with the prioritization
Roadmap identification
Have the alignment with management and function lead how to combine with different project or BAU to release the revamp based on the phase approach
sprint Workshop 2 - wireframe
2nd sprint workshop is focus the details of categorized pages and here is the example of identify the information architect on the wire
sprint Workshop 2 - components
identify the details of the components with related function for the Atoms system
sprint Workshop 2 - High fidelity wire
Create the high fidelity wire with the finial assets from MKT & CX for the quick test
Sample of Final Design
Finial Design creation for the development after the workshop and usability test
Sample of the Experience Framework
Creating an Atoms system as a design guideline and library for the Marketing team to provide the assets and for the development team to create the CSS/CMS library
Result
1. 29.48% return user and 61.40% new user increase since applied UX/UI improvement with Experience Framework launched on Sept compared to last year.
2. NPS performance report shows UX/UI has a 3.25% improvement based on user feedback