Ice Mobile - Air Miles app
Air Miles is a loyalty program across Canada. Customers earn Miles in different in-store and online purchases for later being able to redeem Miles for cash or dream rewards. The challenge is to present the loyalty program simply and intuitively to the end-users. During my time in Ice Mobile, I acted as a UX Designer with our Air Miles client.
Role
- I created wireframes, user flows, UX documentation, and work closely with research to perform user testing.
- I collaborated with the app team in an agile environment.
- The sprint cycle was every two weeks, where we implemented features from the PO timeline.
ProjectS
- Incorporated a "pulse testing," which consists of continuous usability testing to improve the app within each deliverable cycle.
- Implemented Marketing containers into the app,
- Improved partners' visibility with offers,
- Added rewards section,
- Improved transaction screen, and
- Implemented profile information in the app.
ACCOUNTABILITIES
- Design process: First, I take the business goals and user research information. Second, I make sure to tackle users' frustrations. Third, I developed a competitive analysis in every feature implemented. Fourth, I created a competitive analysis from existing apps and consolidated them with the best mobile UX patterns. Fifth, I developed different concepts to let my ideas flow. The concepts were usually discussed with the PO, Visual designer, and Developers. Sixth, The winning design is created into a flow and wireframes to later present it to the PO and team.
- "How might we" (HMW): I'm an advocate of the design thinking process. The HMW is a way to rephrase a challenge to suggest that a solution is possible. i,e: "How might we let the user discover or find their reward in an easy way?"
- Created an extensive UX documentation: The documentation consists of flows, wireframes, even google analytics tags, and any other table that helps to document the app decisions. This helps not only the team for development but also the stakeholders and clients.
- Pulse testing is a continuous usability test to hear users feedback and nurture a better design iterative process. Performed every 2 weeks or monthly usability test.
USER TEST
After the design, together with the UX Researcher, came with a User test plan. We used a testing environment to mock the data and use what we already built in the app, before releasing the new version in the app.
All takeaways were shared between the multiple teams inside Air Miles, inviting not only our team in every section, also stakeholders and other design teams within the organization.
Learning and takeaways
- Three pillars: Business, Users & Technology. Understand the business challenge, user's needs (motivations & frustrations), and always communicate with the development team.
- Be part of QA sessions. The ability to sit down with the complete team and create QA sessions helps to reduce bugs in every release.
- Agile as a framework: Before Ice Mobile (IM), I thought I worked on an agile process, but it was until I joined IM which I was able to apply all the principles and rituals within agile. Quickly, I was hooked. Constant improvements to the app for continuous release. OH YES! Finally, a design process that I can be part from the beginning to the end and see it live without waiting for months!
- Integrate the design process into agile: Each team has a different rhythm of work. The design needs to be finished before it goes to development. It is a balance between work ahead (not too far forward) and during the implementation. Keep constant communication with developers before and during the implementation process.
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