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Reward partners (CEC)

SOFTWARE AS A SERVICE • PRODUCT DESIGN

Redesigning and optimising a highly complex software to deliver a seamless user experience

Overview

I led the initiative at Tesco to consolidate all support service legacy software into a unified platform, aimed at enhancing the experience for Customer Service Managers (CSMs), streamlining task completion times, and reducing costs.

One significant aspect of this project involved the integration of the software supporting the 22 million Clubcard users, who use "Reward partners" to redeem their vouchers for rewards offered by partnering businesses or services. Leading a team of nearly 30 individuals from diverse backgrounds including CSMs, business partners, product, fraud, clubcard operations, dev teams, analytics, among others, as well as mentoring junior designers, we embarked on a comprehensive exploration of the existing system, identifying areas for improvement and creating strategies for implementation.

The project encompassed various journeys, ranging from optimising the creation of new orders to facilitating cancellations, conversion of points into vouchers to support the payment journey, and beyond. Through collaborative effort across departments and disciplines, we navigated the complexities involved, ultimately delivering a smoother, more user-friendly experience for both CSMs and customers reducing operational costs.

The process

We followed a Design Thinking approach for each journey.

Discovery

During this stage we did extensive research. We tested the current solution, had several interviews with users and business partners and coordinated with the API team to understand the capabilities and limitations.

We conducted a comprehensive assessment of the system, identifying essential areas and determining those that fell outside the project scope based on the stakeholders alignment and the data.

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Define

After our research we identified the main pain points, some of those were:


- Cluttered UI

- Excessive number of CTAs without sufficient context or explanation about why they were enabled or disabled

- Too many fields not needed

- Information scattered in 4 different tabs 

- Too many different coloured CTAs

- Too many statuses causing confusion. The orders contained various rewards, each one of them had a different status and then there was another status per order. All of this caused an overload of CTAs that meant some were enabled, some disabled, causing confusion.

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- To streamline the process, simplify status updates, and simplify backend operations, the entire team reached a consensus that each order would include one reward per order.

Journeys and functionalities

We broke down the overall experience into smaller, manageable parts, allowing us to tackle each journey individually and ensure comprehensive completion.

  • Order search

  • Orders list

  • Order view

  • Cancel Order

  • Resend Order

  • Release Order

  • New Order 

  • Change denomination

  • Order notes

Added functionalities

  • New Order + Fast Delivery Vouchers

  • New Order + Top up

We pinpointed the exact location of the new solution within the current framework, ensuring seamless integration and alignment with existing functionalities.

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Ideation

We started with the Cancel order journey which included Order Search, Orders list and Order view. 

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Low fidelity wireframes

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High fidelity wireframes

In adherence to the established design system and consistent with the overall platform's look and feel, I designed high-fidelity wireframes.

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Prototype & User testing

We created interactive prototypes using Figma. We conducted comprehensive usability testing with CSMs across all pathways to gather valuable insights into user interactions, preferences, and pain points. This iterative process allowed us to refine the design and functionality, ensuring optimal user experience before proceeding with development.

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Key transformations

  • Order simplification - From a multi product order to a single product order simplifying the backend, the UX and the UI. From 4 tabs into one unified screen.

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  • User journey optimisation- All of the journeys became intuitive, although the CSMs normally go through a training process, we wanted to make sure the journeys were easy to use.

  • Operational time reduction- Bringing all the journeys into one platform as well as the simplification, meant the users were able to go through the tasks faster.

  • Alignment with customer side, ability to search for reward by activity or brand

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