Retailer iQ Introduction

Retailer iQ platform delivers personalized digital coupons, e-receipts, media and digital circulars tailored to each customer. Retailer iQ powers the digital systems and loyalty programs of leading grocery, drug, dollar, mass and club retailers in the U.S.

Product Overview

Retailer iQ platform can run the digital offers and campaign programs on the retail partners’ mobile apps and websites, allowing them to process digital offers at checkout. Retailer iQ incorporates all the function and intelligence needed to use real-time shopping data to personalize offers and make the most relevant purchasing suggestions.

Project Overview

To accommodate the tight schedule of the first release the decision was to outsource all the development and integration of the Retailer iQ App to Accenture. Which resulted in the chance for me to work with cross-functional team, partnering with PMs, Eng, Front-end devs and fellow designers from both Quotient (internal) and Accenture teams.

My Role

Conducted various kinds of research including stores visits and user surveys and questionnaires. Conducted multiple 1:1 interview with participants, understanding shoppers’ behaviors, pain points, and motivations. Conducted a thorough competitive analysis. Worked with PMs helping to understand the market and business goals of the product, the user needs, and what is the best way to prioritize features and manage the teams. Created persona, worked on use cases, work flows, prototypes and the content strategy. Defined the product layout and how it will best function. Worked with visual designers on defining the look and feel of the Retailer iQ application, like iconography, typography, UI color system.

Understanding the problem

Print-at-home coupons declined 43% and began to fade since 2014.

Rapid shift of consumers from offline (newspaper promotions, printable coupons) to online, particularly to mobile. Shift from home-based devices (desktop computers and printers) to mobile ‘on the go’ device experience.

Increased need for personalized and targeted offers and marketing messages. Retailers wanted the offers to be delivered directly to their shoppers’ loyalty cards, but they also wanted to influence shoppers by delivering targeted and personalized coupons and ads to them at the right moments on their mobile devices.

The Goals

User Goals

A way to keep and organize receipts without the hassle of paper. The ability to review purchase history and understand spending habits. Faster point of sale of transactions, no waiting for printouts. Make it easier to shop, to check out, redeem offers, get out of store more smoothly. A sense of security, privacy, and convenience.

Business Goals

Increase store visits
Increase baskets and basket totals
Monetize receipt touch point, leverage new relationship possibilities
Deepen customer loyalty and satisfaction, more loyalty program / card sign-ups and usage
Increase page views, time spent, number of online/app interactions and sessions
More holistic or end-to-end touch point strategy, more customer share of mind from planning, to shopping, to check-out, and spending analysis

Process

Here are some examples of the Design Process I used to solve this problem

Research

For the research I had to make a few trips to the local stores (e.g., Walgreens, Safeway…) and record my shopping experience for later analysis. Also, later we conducted focus group (6 consumers were invited to our office to talk about their digital offer experience) and interviews with multiple participants trying to understand their process, from creating shopping list, using mobile or desktop applications, finding the items at the store to getting the groceries home.

Analysis

After collecting all the data in the research phase, I had to sort it out by analyzing the details of the findings, summarizing the key insights of the shopping trips and prioritizing the user experience objectives by user type and customer touchpoints.

Persona

Analyzing the data, categorizing and grouping users by type helped me to identify and understand who I am designing for and understand the needs of each and every user group. Next, I created personas to represent these groups.