Click here to view the interactable prototype on Figma
Let's take a look at the steps leading up to the prototype!
I began this project with a competitor analysis. The competitors for UberEats were SkipTheDishes and DoorDash, and in order to gain meaningful insights, the following criteria were compared between the 3 websites.
Our team decided that a major feature that these competitors offered, which UberEats did not, was a free to join rewards program. We researched the viability of this feature with user interviews, as well as creating personas and user journey maps in order to gain insights into the nuances that make a successful rewards program. The goal was to garner customer loyalty for the business while assuring users were happy and eager to collect points.
After the competitor analysis, I gathered participants for interviews. The interviews aimed to gauge the interest in reward programs for consumers. I also wanted find out which reward programs have made consumers want to revisit a business or stay loyal to them, as well as which reward programs they have used in the past that did not have a lasting effect.
Before implementing our own rewards program, it was pivotal to understand the nuances of a successful program that would keep consumers loyal. After the interview data was synthesized, we created User Persona's and Journey Maps.
We then developed low fidelity mockups to gain an idea of how the process should appear. The goal was to ensure much of the learnings from our interviews were implemented well. For example, many users expressed an excitement to see a visual indicator of their loyalty points going up towards a goal in the app. Afterwards we took the insights from our mockups and developed mid-fidelity wireframes in Figma.
Wireframes
Using the Mid Fidelity wire frames, I gathered participants to test the layouts and user flow. Using the data from these user tests I then finally developed a working prototype that highlighted how the rewards program would function within the app.
