UX architecture for the new business model of a mobile loyalty app

The customer and the challenge

With around 400,000 active users, the Poinz app is one of the largest customer loyalty apps in Switzerland and is to be augmented by a new business model. In addition to the existing loyalty functionality, which focuses only on collecting bonus points, the new “Bargain Hunter” world is to be added, with discounts and coupons. So how then does a user-centric app need be structured two completely different user groups?

Mobile experience

The realisation that the two subject areas are very different based on the user requirements was crucial for determining the overall user experience of the new app. The newly designed app reflects the two worlds with a clear left/right division in the interface. Clearly structured control elements create a clear separation between loyalty and discount.

Usability testing

The user experience was refined during the wireframe stage, in qualitative surveys and on the basis of A/B testing over several iterations, so that, using the high-fidelity prototypes, the focus of the test could then above all be placed on the intelligibility of the design.

Added value for Poinz

  • App uninstalls were prevented
  • The mobile experience was harmonised
  • Savings in app marketing
  • Acceptance test for the new business model

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