Loyalink App
UX/UI Design

Info

Year: 2017

Location: Santiago, Chile

-

Skills & Tools

User Flow

UX/UI

Visual Design

Usability Testing

-

Team

Cristián Perez, Begoña Taladriz. Development by Rateinc team

About

Loyalink is a cloud platform that allows easy customer claims management. It provides real-time information about loyalty rates and shows the specific claims that customers make about a brand. In addition, the application allows the company to access to multiple views and data analysis to help teams in the decision-making stage.

Process

Through the collaboration with the client and the development team, an agile 5-step process was defined:

  • Define the user and their needs and expectations.

  • Draw a first user flow and, after testing it, create the first wireframes.

  • Prototype and test with real users.

  • Redesign and launch the product.

  • Keep improving progressively with feedback from real users, while the app is already launched.

Users

The interaction scenario involves 2 active users: the customer making the claim and the members of the company's claims team, who must complete the task of handling the request.

Goals

We defined a short list of goals for each user. In the case of the company's team, it was:

  • Help tracking claims received.

  • Allow a quick and easy claim resolution.

  • Improve customer service and team performance.

In the case of the final user, the customer, the goals were:

  • Get quick answers and resolutions.

  • Increase effectiveness & reduce frustration.

  • Increase loyalty rates.

User flows and wireframes

When designing the user flows, we realized that the organization of the cases in different status was the key to allowing good access to the cases. For that reason, we built a layout that follows 2 classification axes: status and features (date/rate). From that, the result was a basic interface with a 4-button bottom navigation bar that organices all the claims received by each A-User, and allows 2 different views: by date (m/d/y) and by rate (1-5 points).

Usability Testing

From the first wireframes, we created an MVP and configured the InVision prototype to run usability tests with potential users. We achieved relevant results that led us to redesign some features:

  • Some cases had to be established with alerts. Some were more relevant or urgent than others, and alerts would help define a hierarchy to improve its management.

  • Eventually, the user would need to track all the actions taken in the administration of a case, so a visible record of these was added.

  • A case finder was added to facilitate access to individual claims.