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.
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?
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
Result
The mini-program application is launched finally in Jan 2022. The result is still to be collected.
Detailed please visit peninsula official website