Tesco - Clubcard
The future of Digital Clubcard
In 2023, Tesco closed their standalone Clubcard app and migrated customers to a combined Clubcard and shopping app. My role was to improve the Clubcard experience for 12 million app users while working holistically across shopping journeys.
A restructure of squads at Tesco gave us the opportunity to step and take a holistic look at what we should be working on. After a deep dive research piece, I facilitated workshops to ideate an prioritise future work, creating a backlog for our agile squad to lean on in 2023/24
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Discovery
As part of the discovery phase, we collated everything we knew about Clubcard in app, using:
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Data analytics
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Call centre insights
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Feedback form and surveys
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App store reviews
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Moderated interviews
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Tree tests
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Accessibility audits and more
We identified 70+ tasks in which a user might interact with Clubcard features and overlayed our insights to highlight problem areas. We aligned these areas to our KPIs and created an impact effort matrix to begin prioritising improvements.
Projects which came out of these workshops included:
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Navigation and layout
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Improved scanning
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Reward Partner improvements
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Saving schemes
Navigation and layout
Short story
Clubcard had evolved in-app, with more and more features being introduced, and navigation became confusing. We ran some tests, created a new structure and increased visits to Clubcard propositions from 32% to 48%
The MVP
As the Clubcard proposition had evolved, features were slowly introduced without anyone keep a holistic look at things. After a while, navigation because confusing because there were so many routes to get to the same place.
We introduced a new component to be used like a menu. We ran it as an A/B test before launching and results of this new component were hugely successful. The new design went live to 100%.
Following the MVP, we worked with the API team to bring better value to these new 'quick links'. We removed the icons and replaces them with either the total monetary value available, or the number of coupons available. This update launched in Dec 2023.
Further information will be added in the coming weeks.
Improved scanning
Quick Summary:
We increased the number of customers scanning their Clubcard digitally from 3.9m to 6.5m during 2023.
Long summary:
Customer feedback showed us frustration for customers not being able to scan their clubcard, vouchers and coupons in-store, and is now the leading issue for app users. Issues with mobile signal and wi-fi we couldn't support in our team, so we worked to introduce features to help customers find workarounds. Features included:
Improve QR code
Our researcher spent the day in-store watching customer behaviour with scanning and noted that many customers were turning their phone upside down to move the QR code to a better position. This led us to roll out a new test where the QR card is larger and centred on the screen. This successful test will be rolled out in early 2024.
Scanning offline
We looked into the possibility of loading the Clubcard offline. some difficult arrises with being able to pull through APIs including customers points and vouchers. this is still being worked on, but as an MVP we successfully rolled out 3 day cacheing to all devices. So anyone opening their phone with signal would then have a saved card for three days. We're working to improve it further.
Clubcard in Apple/Google wallet
We introduced the ability to add Tesco Clubcard to native wallets. This functionality works offline and we now have an amazing 2.4 million customers using this functionality, accounting to 14% off all digital scans)
Reward Partners
Tesco offers double the value of Clubcard points through partnerships with over 100 companies, offering products and experiences from days at the zoo to discounted rail tickets.
Reward Partner journeys were highlighted as having multiple customer problems that we looked to address, including:
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understanding and prominence of the proposition
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recategorisation of offers
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personalisation of layout
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improved the search and browse journeys
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simplified the redemption journey.
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Savings schemes
Tesco has a Christmas Savers proposition that they wanted to expand on to make more relevant and flexible to all customers. I led the discover phase of this project to understand the business and customer needs to ensure that we were designing the right thing for the right reasons.
Points Partners
Tesco historically allowed customers to spend Clubcard points not just at Tesco but also with various Tesco Partners. A new initiative was launched where customers could begin to start collecting point with partners too. As the main digital touchpoint, it was important to get this initiative into our app.