LNER LOYALTY
CLIENT
London North Eastern Railway
MY ROLE
UI Design
AGENCY
Inviqa
YEAR
2020
In 4 weeks, design and deliver a customer experience that increases engagement and app adoption.
LNER is a British train operating company operating on the East Coast Main Line. Focusing on the app experience, we helped expand the customer loyalty scheme proposition.
Whilst the software development agency (Softwire) continued work on the app, we explored ways to integrate a loyalty scheme within this. The deliverables were: key user journeys and designs, high-fidelity prototype, and a key findings and recommendations document. I was responsible for designing and prototyping the screens for testing and final delivery.
How to keep customers satisfied when replacing a well-established loyalty scheme?
LNER were in the process of developing their own loyalty scheme and needed to ensure customers would still feel rewarded. The new proposition would aim to retain existing customers, increase app adoption and engagement, and provide a personalised experience.
Additional screens
The approach
With multiple streams of work happening simultaneously, we needed to work closely with the app development agency, brand team, digital marketing, as well as the advertising agencies to ensure our designs reflected the work being developed. Regular weekly cross-agency meetings were set up to share, critique and influence work to ensure consistency across all customer touchpoints.
We conducted ideation and sketching sessions with key stakeholders to gain an understanding of the business needs and vision. This, along with preliminary research helped to inform the concepts and identify key journeys to focus on.
WEEK 1 —
Research and analysis
Vision workshop
WEEK 2 —
Ideation
Design
WEEK 3 —
Prototyping
User testing
WEEK 4 —
Refine
Delivery
Viewing my transactions and earnings
Loyalty hub
Main hub for users to navigate to different areas of loyalty, and to view the status of their loyalty progress.
History – Transactions
User wants to view the history of their transactions since becoming an LNER Loyalty customer.
History – Achievements
User wants to view the history of their progress as a LNER customer, which tier they belong to and what this means.
Surprise and delight
The solution to keeping customers engaged with the app was to introduce elements of gamification and moments of delight before, during and after the transaction journey—rewarding users (however small) for all levels of engagement.
DESIGN TEAM —
UX Design Lead: Jane Minto
