THE PENINSULA HOTELS
Loyalty Program End to End Design
With the rise of Chinese affluent travellers, the peninsula realised the need of having a loyalty program for customer retention due the fierce competition in China Market.
Role: UX Designer
Services: User Stories Mapping, Service Blueprint, Customer Journey, CRM Design, Concept Ideation, Design Sprint
Platform: Mini-Program (WeChat)
Tech Stack: Sketch, Invision
Where the story began
The Peninsula Hotels has done a review and research on their china market. They discovered 3 major pain points:
Low ability to reach Chinese clients - residual data collection
Chinese guests with below average loyalty performance with direct impact on hotels revenue
Wechat is the key communication channel
Hence, a loyalty program app in mini-program is needed.
Mapping out key user stories in workshop
What People Are Saying
“ I know of The Peninsula, but I don’t hear much about it these days.”
“But I have not seen or experienced anything new recently.”
Approach
I lead the project to start with a user stories mapping workshop to identify:
Who are the key users?
What are their main jobs to be done?
What are the key features?
What are the sub features?
What are the feature priority?
Simplified user flow for stakeholder presentation
Detailed user flow for technical presentation
Design Sprint & Cross-functional team collaboration
After rounds of discussion, a design sprint for 8 weeks was planned for design production. I lead the UI designer, developers, business and security team in the iteration process.
Key discussion area:
User onboarding flow
Security authentication flow
Booking flow
Data Integration flow
Event & Coupon Redemption flow
User interface Interaction flow
Content API flow
One of the key service blueprint, blending front door and back end channel
Result
The mini-program application is launched finally in Jan 2022. The result is still to be collected.
Detailed please visit peninsula official website