Rapid Prototyping to Establish B2C In-Context Usability
Fred Meyer customer surveys revealed that most people struggle with understanding coupon details.
I redesigned the coupon system to respond to customer feedback, address the Sales’ team requirements, and design, prototype, and test a new, scalable digital coupon format that directly address in-context use and recognized customer behaviors.
Rapid prototyping allowed us to gain early feedback and insights thus avoiding the risk of deploying a format that users would not like.
Starting with empirical evidence — Mapping the checkout journey
By mapping the checkout process during the project definition and discovery phases, obstacles and opportunities were identified.
Stakeholder mapping
During the discover phase we identified obstacles and opportunities.
Participatory design exercises
The content hierarchy exercise was designed to provide insight into element hierarchy.
HTML prototyping
It’s all about the UX. The coupons must be easy to scroll, read, and use as most shoppers will also be managing some form of shopping basket.
Methods
Content interviews and hierarchy test conducted with both co‐workers and shoppers.
Competitive analysis.
Quick prototype and in-store point-of-sales testing to evaluate the concept and identify possible UX challenges.
In–store scenario testing and iterative design/prototyping cycle.
In-store testing
During the prototyping phase, in–store testing was conducted to determine which design allowed for easier user comprehension.
Digital learnings applied to print
Learnings from the participatory exercises were applied to the printed coupons.