Co-op Membership app
Co-op Membership – App
User Research, Service Design, Product Design, Product Management
One of the most frequent pieces of feedback from colleagues in Co-op stores is that they would like to see a digital version of membership. They see customers with broken cards, lost cards and temporary paper cards over and over again, so Co-op Digital decided to spend some time on a discovery project looking at how mobile technology could help.
We spoke to store colleagues and customers as well as internal stakeholders to try and understand how they’re using their membership cards, what the scheme means for them and what ideas they might have. We conducted a series of sketch workshops with internal stakeholders, asking them to try and solve abstract community problems with Co-op membership – resulting in over 200 ideas.
Read a little more about how I like to run creative workshops.
The result was the simple idea of putting a member’s card on their device.
Sketching and prototyping
Kathryn Grace sketched out a simple interface for the product, we stitched it together in Marvel and conducted some guerilla user testing with customers in store. Feedback was positive and fed directly into the finished user interface.
The Co-op Membership card is the token for members. Every Co-op member has one so it’s design has become synonymous with being a member. With that in mind I wanted to replicate the card as much as possible in the interface, taking cues from the secondary keyring card members receive, but also offering a ‘full sized’ digital version of the card.
The rest of the product is designed in a way to put focus on it’s content, to allow customers to see how their points balance, how their points are calculated and to choose a cause with ease.
Feedback was positive, and the trial was a success. Since then Co-op Digital have span up a team to further the discovery.