The Eye of the Designer is a design‑centric audit to identify opportunities to improve the customer experience across a customer journey. Each audit is accompanied by a blue‑sky concept designed to stretch our creative problem‑solving.
I led two episodes of The Eye of the Designer, a design review to identify opportunities within the Hudson’s Bay Rewards program.
Design audit
The Bay’s reward program worked well in-store, but the manual method of converting points to dollars online at checkout kept 13% of customers from redeeming their rewards.
I identified opportunities by applying accessibility, behavioural design, interaction design, information architecture, and visual design principles to each journey.
What if we could make redeeming rewards an interactive, long-term journey by providing customers with what they value? A little bit of research uncovered two crucial archetypes, the saver and the spender.
Grounded in behavioural design principles, I was able to design an experience that focused on making it easy for both our customer archetypes to redeem points and enjoy moments of surprise and delight.
With two episodes of The Eye of the Designer complete, we had plenty of opportunities to add to our teams’ backlog.