Club Premier App
Product Design2017-2020
With: Media.Monks
Designing a digital platform that complements the lives of new and existing members to encourage loyalty.
Club Premier was the leading loyalty program in Mexico with more than 7 million members. However, the app was not performing up to expectations. Low download rates, poor reviews and low user engagement made it clear that the existing mobile experience was not meeting the needs of our customers.
The solution
From 2017 to 2021, I led a team of designers and programmers to transform an outdated app with generic information and limited functionality into a personalized tool that helped strengthen members' relationships with Club Premier.
During this period:
Following the launch in July 2018, I managed and conducted user research sessions. This feedback allowed us to identify friction points and opportunities, ultimately leading to new feature development and optimization.
From 2017 to 2021, I led a team of designers and programmers to transform an outdated app with generic information and limited functionality into a personalized tool that helped strengthen members' relationships with Club Premier.
During this period:
- To engage users right from the start, we implemented an onboarding tutorial that clearly and visually demonstrated the app's new features.
- To convert non-registered users into Club Premier members, we integrated the sign-up flow into the app for the first time.
- To facilitate retroactive ticket accrual, we integrated a boarding pass scanner.
- To ease the tension between the interactions between the member - the program - the app, we created a virtual assistant that displays recommendations to the user based on their level of maturity in the program.
- To increase redemption rates and help members make the most of their Premier Points, we defined an interest-based notification strategy.
- In order to monetize the channel, we launched the first-ever native sales flow that provides members with the ability to purchase Premier Points for a recurring monthly fee.
Following the launch in July 2018, I managed and conducted user research sessions. This feedback allowed us to identify friction points and opportunities, ultimately leading to new feature development and optimization.
The Impact
The Findings
This project represented a significant shift in my role, transitioning from primarily interface design to a focus on product experience. I gained insight into the importance of considering factors beyond aesthetics when evaluating product success, including functionality and user value.
Frequent user feedback informed continuous improvement through iteration, while close collaboration between design and development reduced time-to-resolution for user concerns.
Core TeamDiseño: Louis Moncouyoux, Diseño UX: Fernanda Gonzalez y Sergio Gonzalez, Diseño UI: Eder Anaya, Programación: Stepan Nikulenko.
- In 2021, the app generated over 700,000 sessions each month. The majority of these sessions originated from Mexico, the United States, and Spain.
- There was a notable increase in the average number of active users per month: 63% in 2018 when compared to the same period in 2017, and 72% in 2019 when compared to the same period in 2018.
- In 2018, the number of sessions per month increased by 72% and in 2019 by 53%.
- The average length of sessions was doubled.
- In 2019, 6% of program registrations were made through the app.
The Findings
This project represented a significant shift in my role, transitioning from primarily interface design to a focus on product experience. I gained insight into the importance of considering factors beyond aesthetics when evaluating product success, including functionality and user value.
Frequent user feedback informed continuous improvement through iteration, while close collaboration between design and development reduced time-to-resolution for user concerns.
Core TeamDiseño: Louis Moncouyoux, Diseño UX: Fernanda Gonzalez y Sergio Gonzalez, Diseño UI: Eder Anaya, Programación: Stepan Nikulenko.