FamilyMart is currently the second largest convenience store in Taiwan. According to FamilyMart statistics, about 30% to 50% of reward points are lost every year because traditional stickers are difficult to preserve. In 2016, FamilyMart decided to virtualize points and launch the FamilyMart App.
During the initial street interviews of the project, we found that although many users have the habit of collecting points, they do not use them. We hope that by optimizing the point redemption service, we can make it easier for users to enter the FamilyMart reward points cycle, and increase the number of members who actually use points!
Through our survey and first round interviews, we learned about users’ experience in collecting and using reward points. The majority of users we interviewed indicate that the threshold for redeeming goods with points is too high. With the limited amount of point they had, they aren’t able to experience the benefits of the points.
In the FamilyMart App, there is an option for user to support charity for as little as one point, however, most users are not even aware of this service. We decided to redesign part of the FamilyMart App to optimize the points experience. Afterwards, our second survey and interview were conducted based on the context of points and public welfare to understand users’ thoughts and focus on optimization directions.
Our redesign focuses on "simplicity", "clearness" and "emphasis on information that target users care about". We learned that when performing or paying attention to charity activities, users mainly care about the background of the donation organization (71%) and the results after their donation (66%).
The donation points are visualized through the images of water drops and sea. While presenting the donation unit's needs on the side, a link with detailed introduction of the unit is added so that users can better understand the unit's background.
Users will see a brief donation review and sharing button on the interface after the donation is completed. We hope that through the power of social communication, more people will know about this event and join it. The APP presents an introduction to the donation units that have cooperated with FamilyMart in the past and their initial fundraising results.
We found four interviewees who collect reward points every time but rarely or never use them, and also value public welfare. Before the interview, we set six small tasks for users to experience our first version of the design, and wrote an interview script to ensure a smooth interview.
The focus of our design was to increase users' awareness of the donation units. However, when designing the first version of the prototype, we only considered whether the information was on the page and did not consider the proportion of the information presented.
During the interview, we found that the organization information in the interface was not obvious enough, causing some users too easily ignore. Therefore, we perfected the layout by enlarging key information.
Some charities have unusual program names, which can make it difficult for others to understand what the services actually are based on the program name alone. Therefore, we decided to add each program’s introduction in the second version.
During the interview, we found that when users enter the charity introduction page through the donation page, and then click the donation button to return to the donation page, this will cause confusion, because entering the same screen makes some users feel that they have not enter the next step.
