Scan & Go - Shopping fun unlocked 12% Growth

Background & my role

As the Senior Principal Product Designer at NTUC FairPrice, Singapore's leading supermarket, I was responsible for leading the digital transformation, focusing on enhancing the in-store shopping experience for our customers.

Business problem

Scan & Go was mainly to help users check out faster, now the business tried to encourage customers to spend more and visit the store more frequently.

Customer problem

Customers facing challenges in remembering campaigns and rewards in Scan & Go journey.

Currently, our customers are aware of our LinkPoint campaigns (a way to earn points) through eDM, or POSM in the store.

1) Customers might forget the campaign from getting the eDM/push notification to their in-store shopping.

2) Customers might forget their next rewards from the campaign, as the information was not communicated well through their journey.

User profile

Existing customers who already use Scan & Go.

Solution

Provided an end-to-end customer journey to engage users with the campaign by gamification.

Concept draft (Before usability testing)

Usability testing

Usability testing revealed many of our hypotheses were ineffective for customers, leading to significant design changes as detailed below.

Final design

In the end, the final design had a much higher task completion rate in the usability testing and the information shown fulfilled most of the user expectations at the right moment.

Design scalability

During the design phase, one of the challenges was trying to have one universal design answering as much as mechanics the business might want to support, and the customer behavior we would like to encourage to have.

Result