West End Club

Loyalty program app and CMS

Intro

New West End Company wanted to launch the first-ever West End-wide loyalty app, the West End Club. The West End Club is an exclusive app, available exclusively to local businesses and West End employees to drive footfall and spend into their stores, restaurants and hotels among the local community. The app enables users to take advantage of an exclusive range of promotions on shopping, food, entertainment and leisure, courtesy of their member businesses.

Konekt Group hired me as a lead UX/UI designer for this project. I was in charge of wireframing, prototyping, UI and interaction design.

Challenge

NWEC was running The Regent Street Privilege Club, a loyalty programme offered exclusively to employees working on Regent Street. Following the success and popularity of this scheme, NWEC was seeking to expand the programme across the West End and to develop an improved digital system to replace the current card-based system.

The main challenges were removing the need for a physical card, reducing the running cost of the programme and also allowing a more scalable and automated workflow and for more data on user insights and offers redeemed to be collected.

Solution

The proposed solution combined web and app platforms into a single system. We created an admin panel based on WordPress to allow admin users to upload offers, blogs, control site content; to administer users and local businesses; and to access basic data reports on the number of accounts, users, offers active and some app usage data.
We also automated the renewal system that was done manually. In order to handle subscription renewals, we used date triggers alongside email automation to send subscription renewal reminders to members. For the admin, a series of notifications will be triggered to inform NWE when the subscriptions are due to be renewed.

We created a web portal for local businesses to be able to buy a subscription online and decide how many seats they will need for their team. Once signed up and approved, the account holder is given access to an admin panel to manage subscriptions and input personal details for each team member (or upload a bulk CSV file). This will generate a welcome email with a download link, instructions and access details for each Employees user account on the app.

Employees will download the app, available on Apple and Android devices, to access and confirm their account. Once their account is activated, they will be able to redeem offers using GPS redemption technology, RSVP special events and use all the app features.

Results

The result was an intuitive and seamless digital loyalty programme. We were able to improve business processes with better user management through systems internal CMS; Save time by making payments online and automating recurring payments; Deliver data reports on card usage and user insights and sign-up high volumes of local businesses.

Contact

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