Jamie Chow Tsz Man

Virgin Red

Virgin Red

Virgin Red

Improve content management system to support expanding business

Improve content management system to support expanding business

Improve content management system to support expanding business

Provided a scalable solution to improve the discovery of the earning and reward offers for the loyalty members.

Category:

Commerce / CMS

My Role:

Product Designer

Year:

2022

Team:

1 Research Lead, 1 Design Director, 1 PM, 4 Dev, 4 QA, 1 Tech Lead

Impact

Impact

Created scalable content management

Designed a sustainable content structure system that supports business growth.

Drive data-driven decisions

Conducted extensive research to demonstrate best design practise and ensure user needs were met effectively.

Positive users response to the update (scale from 1 to 10)

20%

rated 10

40%

rated 9

“I can easily discover brands I like or even those I didn't know it exists but fit my daily habits.”

Challenges

Challenges

Business request on wild assumption

Assuming adding promotional tags on our existing tiles could help our users' discovery and improve engagement from our other business' members.

Lack of research

No prior user behaviour data required starting research from scratch.

Complex user needs

Balancing needs from different users segments and structuring content to meet varied expectations.

Low engagement

Users struggled to find relevant offers due to inefficient content organisation which controlled by content team.

“How can we help users to find relevant content?”

- Product Team -

My approach

My approach

Collaborated on research

Partnered with a User Researcher to conduct audits, studies, and user testing.

Cross-functional workshops

Organised sessions with stakeholders to align on goals and explore potential solutions.

Iterative prototyping

Rapid testing and refining of designs based on feedback.

Quick iterations prototype for user testing

User quotes

User quotes

“I am interested to know about the brands I like more than exploring what offer Virgin provide, as I want to know I can earn points in a way that fit my shopping habits ”

- Prospective Users -

Video below shows the content audit I did to break down the possibilities I could improve to form certain structure that helps our users discover content

Solution

Solution

Sustainable content structure

Implemented a new framework for organising offers based on user behaviours.

Dynamic tile system

Introduced flexible tile types to present content in an engaging and accessible way.

Rapid test on Userzoom.com

Leveraged insights from usability testing to fine-tune visual and interaction elements.

Result

Result

Robust content system for content team

With improved structure, content team are able to have better guidance on what to provide that fit our users' needs.

More data driven approach for Product and Data Science team

For short term solution, we delivered "save-to-favourite" feature to help team capture more data related to users' behaviours.

Revisiting the project

Revisiting the project

Providing design that goes beyond the digital world

Possibilities to revisit design that didn't sit within roadmap, but worth pushing which provides a seamless experience that link the physical world to keep users engaging.

Ideation mock up: (Left) Widget to set goal of earning points. (Right) Notification relating to interaction around physical world