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Michelle Wall                                                                                                                                                                                      
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My NRMA app - dining


ROLE
Squad lead - UX/UI design
Led a team of 8 cross-functional SME’s in discovery.
Conducted discovery, research, usability testing and final designs.

BRIEF
Uncover friction points in the redemption of dining benefits via the My NRMA app, to increase unique member redemptions from 20K (FY24) to 40K (FY25).

DISCOVERY APPROACH
Reviewing analytics
To understand what segments were redeeming what type of benefits and at what venues, we reviewed analytics and found that the highest redeemers were 45-55 affluent members and young families with aspiring affluence between 26-35 who were primarily redeeming takeaways.


REVIEW CURRENT STATE 
As a group we developed some hypothesis on elements in the flow that may be making it difficult to redeem a dining benefit.
  • Benefit was displayed as the “up to” amount instead of the offer
  • Venues contained multiple offers but only one was visible on the initial list view
  • Terms and conditions were long and not specific to the offer
  • It wasn’t obvious when an offer may “reset”
  • The redeem CTA buttons were not immediately visible
  • Redeem how to was hidden in the terms and conditions
  • Redemption modal contained multi-step instructions
  • Hero offer on map view was not what the brand is famous for (hot dogs for Donut King).
  • Names for the two types of offers were ambiguous “Standard” and “Bonus”


CURRENT STATE - ENTRY POINTS
  • Muliple entry points for dining including quick links, a floating map button and benefits in the navigation.
  • Quicklinks were taking users to a flow in a partner portal which sent users back to the app or to Google maps creating aconvoluted path to redemption.



TREE TESTING
  • Tree testing with a group of 30 participants showed that the success rate of redeeming a dining benefit was 40% and directness was 3% which was very low.





COMPETITOR DEEP DIVE
 To understand the competitor landscape, we reviewed various dining apps, including Eat Club, who are taking first place in search for any dining benefit keywords.





JOURNEY MAPPING 
  • Understand and empathise with the member goals and motivations at each step. What touch points they interact with, how they were feeling, and the pain points they experience throughout the process, so that we can meet their needs.
  • Key pain points were:
    - Unsure if the benefit will be accepted
    - Guilty about using a large discount with a small business
    - Embarressed when the cashier has to call over the manager to assist
    - Frustrated that they can’t find the venue in the app




PERSONAS
Personas identified:
  • Opportunites for targeted marketing in different platforms where these members frequented
  • Paying with a digital wallet was a non-negotiable (out of scope for this project but raised as future opportunity)
  • A desire for dining options beyond the takeaway options that most members were redeeming.
  • The concept of feeling “cheap” when using dining discounts. If the staff member wasn’t aware how to input the code, or wasn’t aware it was accepted, the attention this created was unwelcome.
  • The feeling of uncertainty that the venue would accept the discount
  • Everyone, regardless of demographic are wanting to save, while dining.


RESEARCH 
Research to understand users goals and motivations when dining out, and to understand the current state experience.
  • All participants could not understand when the offer would “reset” and wanted to understand this info so they could redeem again.
  • All participants expected to see their dining savings in the app, and didn’t expect to log in again to see this info.
  • All participants used the top quicklink to enter the redemption experience, not the map button.
  • Some had a negative experience where the cashier wasn’t aware of the discount or how to enter it into the POS calling the manager to assist. It made one participant feel “cheap” and he was therefore unlikely to use the discount at “nice” restaurants, he would use another app where if felt more “normal” and didn’t draw attention to him and that he was accessing a discount.
PROBLEM STATEMENT
How might we we simplify the process of discovering and redeeming dining discounts for members, so that they can find and redeem a dining benefit with confidence.


DESIGN ITERATION
Created multiple designs and usability tested with NRMA members and non-members.