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PC Optimum

A digital experience for Loblaw’s loyalty program in Canada.

Responsive website for pcoptimum.ca

Loblaw is the nation’s largest retailer, providing Canadians with grocery, pharmacy, health & beauty, apparel, banking & wireless mobile products.

In 2014, Loblaw acquired Shoppers Drug Mart creating the nation’s leading food & pharmacy retailer. This meant that the company now had two loyalty programs: PC plus and Shoppers Optimum. My team at Huge was tasked with bringing both programs together.

The ask

Plan and design an amazing digital experience for a best-in class loyalty program unifying both Optimum and PC Plus, Canada’s most recognized loyalty.

User goal

Customers are looking for ways to earn more points, get more savings and carry less cards.

One program helps build more integral relationships with customers.

Our project

We were in charge of the digital strategy, UX and visual for the new loyalty program across all digital channels. This meant:

  1. Defining digital marketing for pre and post launch.
  2. Designing user flows that effortlessly allows users to consolidate their legacy loyalty points into this new program
  3. Making it fun with personalized offers and more ways to earn and save
  4. Building a loyalty program experience for web and mobile apps
  5. Integrating the program with current e-commerce ecosystem

The process

PC Optimum Landing Page

Launching with the PCOptimum brand

One of our key debates as Loblaws rolled out PCOptimum was the role of the program in relationship to their other brands referred to as “banners”. In my teams investigation across other multi-brand programs, we concluded that the position of the brand will have a major impact on the overall equity of this new loyalty brand.

Given the implications for user experience, long term ecosystem planning, as well as business potential, our recommendation was that PCOptimum should not just be at the service of Loblaw, but a connective platform that amplifies the love customers already have for their retail stores by creating separate equity and a significant role for the new loyalty program.

Joining the new program

One of the most important challenges of this program was how to onboard users. About 45% Canadians have accumulated points with both program and a large percent also have a financial product. It was important for us to make the onboarding experience a priority.

A lot of flow sketching took place to help communicate very complex scenario. The board became the most important tool for us to communicate all these different scenarios and arrive to solutions together.

Transfer confirmation variations

 The final design

Earning points

We evolved the physical loyalty card into an engaging app experience. We conceived many games and activities for the user to do while shopping. But for MVP we needed to focus on defining a personalized offer set to exchange for points.

Another challenge of this project was to design a content and design framework for these offers that live in different contexts. Our approach was to concept all kind of fun offers. We did a first round of user testing to help us prioritized the offers that were going to be part of the MVP. Then we analyze theses offers and created the offers “bible” this was a document to be shared across all the different stores and brands to better understand the offer structure.

My team defined the IA of each offer

An important element of a fun experience is to encounter special moments, we called them easter eggs.

Earning points faster with your family

One of our goals was to deepen the relationship with our customers. For that reason, PCOptimum wanted to position themselves a leader on designing a loyalty program for the family. So we were tasked with defining not only the user flows but the logic behind the program.

My team defined three economic systems for a household membership. Traditionally family sharing programs would require an administrator within a group of people. But this system is unfair for the rest of the group that contribute to the pool of points. We opted for an egalitarian approach. We focus then on communicating to the user the benefits and the risks of joining a household.

Overview of the models

My contributions

  • Inspired my team to create great designs and/or strategy, without dictating every solution.
  • Made scoping recommendations and defined deliverables for this engagement.
  • Led large-sized multi- track account. Managed other UX leads as well as junior designers and strategists
  • Led executive client meetings and build clients’ trust in HUGE’s expertise.
  • Crafted clear and impactful strategy and/or design stories through decks, sketches, and other deliverables.
  • Identified growth opportunities within the account.
  • Ensured an amazing execution of the work, the design went beyond client expectations.

Leadership

Emily Wengert – VP UX (executive sponsor)
Sandra Davila – Associate Experience Director
Stephanie Butterworth – Design Director

UX

Jinjin Sun – Sr. Interaction Designer
Amy Jacobs – Sr. Interaction Designer
Galina Arnaut – Interaction Designer
Melanie Bossert – Sr. Product Designer
Chris Cubellis – Product Designer

Design

Chloe Wong – Sr. Visual Designer
Ana Vasquez – Sr. Visual Designer
Leesh Adamerovich – Visual Designer
Mackenna Lalanne – Production Designer
Alex Ford – Sr. Copywriter

Project support

Adrienne DeGemmis – Sr. Project Manager
Jess Gallagher – Engagement Director
Kevin Cheng – Business Analyst

TIMELINE

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