CASE STUDY: A Rewards App

Project duration: August 2021 – October 2021

My role:

Lead UX Designer (UXD), UX researcher (UXR),

Responsibilities:

user research, wireframing, prototyping

The Problem

One of the biggest challenges for entrepreneurs is to retain clients.

This project aims to help self-employed Electricians find ways to keep existing customers and gain new business. One idea is to create a Rewards app.

The Goal:

The Rewards app will help self-employed Electricians expand their business, fostering transparent communication with their existing clients by providing relative electrical information and by rewarding existing clients with prizes for referrals.

Tracking the number of existing clients participating in the survey and the number of new clients per month will measure the Reward app’s effectiveness and success.

Knowing the competition

I conducted a 10 -15-minute interview comprising four questions over the phone to understand the challenges Electricians have and the strategies used to maintain clients. I interviewed five Electricians during the competitive audit.

The self-employed Electricians compete with other self-employed and employed Electricians. Sole proprietors like Alex have the most significant challenge since they do not have teams of at least six contract Electricians working with them who can serve more neighborhoods in the shortest time.
The common thread among competitors is that one must do a good job and quote the right price. Those with teams have some flexibility in undercutting prices.

Alex’s strength is that he speaks Cantonese and Mandarin. He pays existing clients to get new business. His registration number is visible on his website, although his content is slightly wordy. He is open to seeking other methods to get new business.

Having a Reward app may be an opportunity to help Alex stand out from the competition since most Electricians do not have rewards programs.

The Research

The app addresses the following pain points:

Clients do not know what they want and waste time
Clients are reluctant to provide referrals.
Price driven industry that heavily relies on word of mouth
Some Electricians feel that the Safety Authority does not provide adequate support and reinforcements on permits.

Understanding the Client:

Hi, meet Alex. He is a self-employed Electrician who needs more clients to have a sound business because he is doing the business full-time, and it is his only source of income.

Alex has been in business for 20 years. He is married and has one child attending high school. As an Electrician, he is constantly looking for referrals. Alex wants his existing clients to give him referrals to get new business frequently.

“You have to pay money, or it’s hard to get business. Also, commercial clients are picky.”

This is John. Another self-employed Electrician who was interviewed for this case study.

John has been in business since 2003. He wants prospective clients to have some idea about the requirements and cost of electrical projects to have a productive conversation instead of getting the run around and having his time wasted.

“It is a price-driven industry. Residential clients don’t know what they want. They are driven by price yet want quality work.”

The value the app will promise to Electrician’s clients and potential clients:

knowledge base information of various jobs, including price ranges
Clients will know the Electricians servicing their catchment area, check the Electrician’s profile, and choose the Electrician servicing within their area.
see feedback regarding an Electrician’s work
clients can participate in contests and receive discounts through a point system
receive updates through social media and tidbits on relevant electrical work
keep their paperwork, especially records of permits, accessible

The value the app will promise Electricians:

inform the customer about various jobs and requirements, including the price of the job requested
help advertise their service through existing client’s network

Ideation

Crazy eight method- a quick method of drawing up ideas

Feature ideas Top (L) Request a quote, Blog, Follow me, Digital card,
Bottom (L) Knowledge base, chatbot, Inventory tracker, bookings

The Design process

User Flow

paper and digital wireframing

LOFI prototype of Rewards app

Usability Study Findings

Five people were involved in the unmoderated usability studies, 2 of which have recently hired Electricians. Round 1 findings focus on the low fidelity prototype, and Round 2 results concentrate on the high-fidelity prototype.

Date: Sept 1-5, 2021

Length: Each session lasted 5 -15 minutes without compensation

Round 1 finding and feedback

Would not provide a friend’s contact information on the app under Tell a Friend and instead share the digital business card with a friend.
“I wondered why to create a profile, especially when not interested in participating in the survey or loyalty program.”
Many preferred to receive quick updates and promotions through social media than read a blog.

Round 2 Findings and feedback

Bold the words digital card and put in brackets (private information not shared)
The survey icon used is not intuitive. It could mean something else.
Like to see a on love to get your feedback at the top when the client declines the survey. The statement was encouraging to participate.

Refining the design

View HIFI prototype. SCENARIO 1: participate in the survey by clicking the submit button. SCENARIO 2: decline participating in the survey by clicking the “close button (X)” locate on the top right of the screen.

Accessibility Considerations

Toggle audio function as users goes through the apps button.
Options to increase the font size

Site map

Final product

Take away

The impact of the design is to help Electricians have more transparent communication and have a strong rapport with clients and potential clients. Clients can research information through the app knowledge base on projects they like to pursue and have a productive conversation in the initial process with an Electrician.

I learned the importance of researching and testing a product to increase its demands and value to users. I also learned that designing is a process of collaborating minds, not a solitary pursuit. I’m happy to understand better what is involved in product development from end to end, as designing the Rewards app for Electricians is my first project.

Next Steps

Conduct research on how successful the app is in reaching the goal to help Electricians get more referrals from existing clients through the Rewards app.
Determine whether Electricians need assistance with providing social media content since a portion of the app requires Electricians to send posts regularly.

Thank you

Thank you for your time reviewing my work on the Rewards app proposed for Electricians to receive more referrals from existing clients!