GiveGet is a rewards program specifically oriented towards Australia’s top charities and sustainable retailers. Users of the rewards program are given points for donating to charity/ spending at sustainable brands which they can then redeem at Giveget’s reward shop.
Giveget has recently pivoted their business towards this new model. Edward Mussett came to us to help him build out the framework needed for this pivot alongside evolving the current rewards service.
Project Goals
After an onboarding session with the client - we identified the following project goals:
1. Identify user painpoints and needs of current rewards services.
2. Identify and develop a new GiveGet points model for users to keep track, claim & redeem points.
3. Create a marketing site for user onboarding.
From these goals and discussions with Edward, we came to the conclusion that we required 3 main digital components to make up GiveGets new points model:
Main Website - for users to learn more about GiveGet’s mission, how the platform works and partnered brands.
Individual Dashboard - for users to keep track, claim & redeem points when logged in.
Store Plugin - For GiveGet’s partnered companies & charities to implement on their checkout which allows GiveGet points to be added to the users account.
My Role
I was mainly responsible for the research & information phase of the project - identifying + consolidating client & user needs to create a visual northstar for my team and I to base their wireframes & designs around.
- Client kickoff & onboarding
- Online Ethnography
- User Stories
- Sitemap & Information architecture
- Userflow
Online Ethnography
To figure out the main problems users have within the rewards space & outline the potential problems we should rectify, I then conducted an online ethnography sourcing the main reviews from the top rewards programs in Australia (Being Flybuys, Qantas Frequent Flyer & ANZ rewards):
Fig 1. An example of reviews sourced from ProductReview outlining the main pain points in regards to rewards services in within Australia.
After sourcing these reviews/comments, I then grouped these reviews by themes to create 3 key insights:
1. Users require the points system to be as consistent as possible & easily tracked
2. Users want to feel sufficiently rewarded for gathering points
3. Users desire a seamless way to obtain their rewards
User Stories
After compiling the key insights and project goals from our calls with Edward & the online ethnography, I reframed these findings into User stories. This allowed us to define clear objectives of the project keeping the users in mind.
Fig 2. A snapshot of the GiveGet user stories - these stories were numbered for organisation alongside being tagged for different sections for GiveGet’s digital platforms.
This table then acted as the central core of the project - with many decisions catering to at least one of these user stories.
Sitemap & IA
Building off of the user stories, I expanded the project objectives into a Sitemap and IA - dividing the sections into the main website, the individual dashboard and the plugin.
Fig 3. A snapshot of the website, dashboard and plugin base IA
From there, I then connected the user stories to each segment of GiveGet’s digital platform to outlined the area in which painpoint and user need is to be met (This can be seen by the coded Cyan tags on the IA).
Fig 4. An example of how user stories were integrated into the IA
One of our insights from our online ethnography was that users desire a seamless way to obtain their rewards. As a result of this, we reflected this story by implementing a redeemed rewards section within the dashboard home for users to keep track of their rewards being delivered to them on time.
UserFlow
After establishing all key interactions & features of GiveGet’s new digital platform, I then created a userflow to define the more detailed interactions alongside linking each of the digital products together.
Fig 5. I defined the userflow key to outline all the features in a page that need to be added.
Fig 6. The marketing website was fairly straightforward with most sections and features being a designated request from our client.
Fig 7. Outlining the dashboard with more specific detail
Fig 8. I designed the userflow of the plugin to account for both logged in & logged out states for reoccurring users alongside an option for user onboarding.
Wireframes
From there, we then started building the wireframes based on my outlined features & interactions from the userflow and IA - expanding upon these insights.
Fig 9. An example of our early wireframes alongside references to how the dashboard & rewards screens tie into the established user stories.
HIFI Designs
After client approval of our wireframes, we finally moved on towards HIFI designs for all 3 platforms.
Marketing Website
Dashboard
Plugin
Client Testimonial
" Everyone in the team is super polite, kept me updated everyday and the end result was better than I could have hoped for.
Not only did they provide us with a visually appealing design, but conducted deep research into our competitors and their customers pain points to put forward the best product they could.
To top it off, this was all done over the busy Christmas and New Years period.
Thanks Philippe, Matt, Josh, Aqil, Akina and Matteo! I look forward to working with you again in the future. "
- Edward Musset, GiveGet founder
My Learnings
Justify decisions through User Stories
User stories prove to be a valuable tool for ensuring project stay true to their key objectives outlined in the start keeping all decisions consistent with what is required.
Distill complex insights to be simpler
By using concepts such as theming, complex problems can be distilled down into more simplistic insights which can be dealt with in a more streamlined manner.
Given More Time...
Run surveys
In order to gain a more wholistic understanding of a users relationship with rewards systems & services, I would have run a questionnaire identifying deeper insights when it comes to a typical user’s perception of rewards systems and what specifically makes a user stick to a system.
Expand Organisation platforms
We decided to prioritise the consumer platforms of the GiveGet model. Moving forward I would have liked to also work on the GiveGet model from the organisational standpoint (Both being providing the rewards & becoming a GiveGet partner)
User Testing
Opportunities to run quick user tests from the wireframing stage to ensure all user stories can be achieved to ensure minimal UX issues when launching to the public.
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