Rewarding customers for visiting Selfridges stores
Selfridges loyalty launched an NFC “check in” experience to reward loyalty customers for visiting their stores.
I directly contributed to increased in-store engagement by leading research, design experimentation, usability testing and iterative prototyping & testing. This experience was launched last month to 1.3M active loyalty users.
Ottawa, Ontario, Canada
2006
E-commerce
$1.578 billion (2019)
5,000+
Challenge
Since the COVID-19 pandemic, foot traffic in physical stores has significantly declined, impacting even renowned destinations like Selfridges in London.
Opportunity
To address this challenge and re-engage customers, Selfridges aimed to enhance its loyalty program, Selfridges Unlocked, by introducing a new feature: “visit Selfridges stores and collect engagement keys.” This initiative incentivises loyal customers to explore and interact with various areas within their stores—such as restaurants, the cinema, and even the skate park—by earning points in exchange for their visits. This case study explores the approach of testing this concept and identifying the requirements needed to roll out an experience like this.
Results
Prototypes tested and validated for usability and engagement.
Insights gathered from stakeholders informed design and research recommendations.
Clear proposals delivered for scaling the loyalty experience across multiple locations.
Reviewing discovery work & understanding the brief
The project began with a review of the discovery work completed by another Red Badger team. Their research established NFC as the preferred technology for "key collection," eliminating QR codes as a viable option due to technical and experiential limitations. This provided a clear direction for the project's next steps. I was brought onto the delivery team to map all in-store customer journeys, design a proposed journey integrating the "key collection" moment, validate the NFC interaction, and thoroughly test various aspects of the experience within the store environment. My role focused on ensuring the proposed solutions were intuitive, seamless, and aligned with both customer expectations and operational requirements.
“ With our new visual branding and language in place, the new Shopify brand clearly captures the essence of our current and target customer base, our employees, and our values. ”
Tobias Lütke
CEO, Co-founder | Shopify
Conclusion
The StreamLine mobile banking app redesign successfully addressed the usability issues, resulting in a more intuitive and user-friendly experience. The improved UX/UI design led to increased user adoption, engagement, and satisfaction, demonstrating the value of a well-designed template for UX designers.