How do you transform Club Matas into Denmark's leading customer loyalty program along with a completely redesign of the app experience?
Industry
Beauty
Role
Lead UX Designer
Outcome
Loyalty program + mobile app
How do you transform Club Matas into Denmark's leading customer loyalty program along with a completely redesign of the app experience?
Industry
Beauty
Role
Lead UX Designer
Outcome
Loyalty program + mobile app
How do you transform Club Matas into Denmark's leading customer loyalty program along with a completely redesign of the app experience?
Industry
Beauty
Role
Lead UX Designer
Outcome
Loyalty program + mobile app
Summary
The Matas case involved redesigning Denmark's largest customer loyalty program, Club Matas. The focus was on creating a new, engaging app experience and a revised loyalty program. Tasks included concept exploration, prototyping, user testing, and design of the loyalty mechanisms. The team aimed to transform Club Matas from a transactional model to a relationship-focused approach, addressing the needs of both high-tier and low-tier customers. The goal was clear value creation for customers, the market, and Matas, with an emphasis on personal service and simplified member experiences.
Summary
The Matas case involved redesigning Denmark's largest customer loyalty program, Club Matas. The focus was on creating a new, engaging app experience and a revised loyalty program. Tasks included concept exploration, prototyping, user testing, and design of the loyalty mechanisms. The team aimed to transform Club Matas from a transactional model to a relationship-focused approach, addressing the needs of both high-tier and low-tier customers. The goal was clear value creation for customers, the market, and Matas, with an emphasis on personal service and simplified member experiences.
Summary
The Matas case involved redesigning Denmark's largest customer loyalty program, Club Matas. The focus was on creating a new, engaging app experience and a revised loyalty program. Tasks included concept exploration, prototyping, user testing, and design of the loyalty mechanisms. The team aimed to transform Club Matas from a transactional model to a relationship-focused approach, addressing the needs of both high-tier and low-tier customers. The goal was clear value creation for customers, the market, and Matas, with an emphasis on personal service and simplified member experiences.
Lead UX Designer
Lead UX and strategist on conceptualizing and designing the brand new Club Matas app along with a revised loyalty program.
Tasks
Exploring different concept directions for the app
Prototyping, wireframes and UI design
Facilitating 5 sessions of user tests
Presentations for C-level steer-co at Matas including CEO
Designing the loyalty program mechanisms within the app
Team
1x Project manager
1x Account manager
2x Designers
2x UX’ers
Lead UX Designer
Lead UX and strategist on conceptualizing and designing the brand new Club Matas app along with a revised loyalty program.
Tasks
Exploring different concept directions for the app
Prototyping, wireframes and UI design
Facilitating 5 sessions of user tests
Presentations for C-level steer-co at Matas including CEO
Designing the loyalty program mechanisms within the app
Team
1x Project manager
1x Account manager
2x Designers
2x UX’ers
1.5 million members
Club Matas’ value proposition for members had diminished in value. It needed a refresh. But how do you design a new loyalty program that offers high tier customers enough value for their spending while keeping low tier customer engaged with the Matas brand?
1.5 million members
Club Matas’ value proposition for members had diminished in value. It needed a refresh. But how do you design a new loyalty program that offers high tier customers enough value for their spending while keeping low tier customer engaged with the Matas brand?
A clear and ambitious goal
Club Matas must be recognized as the leading loyalty program with clear value creation for both customers, the market and Matas
A clear and ambitious goal
Club Matas must be recognized as the leading loyalty program with clear value creation for both customers, the market and Matas
From transactional to relationship
From transactional to relationship
Instead of a traditional pure earn-and-burn approach which many loyalty programs are built around, Club Matas wanted to offer more that just a transactional relationship. The focus became about the relationship with the customers - just as it is when engage with Matas employees instore.
Instead of a traditional pure earn-and-burn approach which many loyalty programs are built around, Club Matas wanted to offer more that just a transactional relationship. The focus became about the relationship with the customers - just as it is when engage with Matas employees instore.
What should the new club consist of?
What should the new club consist of?
Better membership offers and more personal offers
Lots of points at every purchase
Extra benefits that suit me when I shop more
Exciting point deals with good discounts
More samples for those who shop frequently
More for my money and rewards that suit me
Better membership offers and more personal offers
Lots of points at every purchase
Extra benefits that suit me when I shop more
Exciting point deals with good discounts
More samples for those who shop frequently
More for my money and rewards that suit me
Quick and easy onboarding
Shop in the app with easy reorder
Omni basket
Free shipping and upgrade for faster delivery
Fixed deliveries with subscription service
Gift service
Scan & Go shopping
Quick and easy to shop and re-shop previously bought items
Quick and easy onboarding
Shop in the app with easy reorder
Omni basket
Free shipping and upgrade for faster delivery
Fixed deliveries with subscription service
Gift service
Scan & Go shopping
Quick and easy to shop and re-shop previously bought items
Easy access to My Club Matas with a personal profile
Skin test with personal product guidance
“My Brands” with lots of inspiration, new and great benefits
Exciting inspiration films, articles and posts
Easy access to online advice from Matas employees
Lots of inspiration and personal advice
Easy access to My Club Matas with a personal profile
Skin test with personal product guidance
“My Brands” with lots of inspiration, new and great benefits
Exciting inspiration films, articles and posts
Easy access to online advice from Matas employees
Lots of inspiration and personal advice
It is not loyalty building to be a club in itself
It is not loyalty building to be a club in itself
Club Matas’ value proposition for members had diminished in value. It needed a refresh. But how do you design a new loyalty program that offers high-tier customers enough value for their spending while keeping low tier customer engaged with the Matas brand?
Club Matas’ value proposition for members had diminished in value. It needed a refresh. But how do you design a new loyalty program that offers high-tier customers enough value for their spending while keeping low tier customer engaged with the Matas brand?
Personalized services creates loyalty
Club Matas needs to be simplified
Different perceptions of being member in a “club”
Focus on the experiences
Focus on the experiences
Customers are also experts
Many don’t know why they are a member
Several of the club’s elements do not work today
Major inequalities at the top and bottom of the hierarchy
50% receive little value from the reward program
Personalized services creates loyalty
Club Matas needs to be simplified
Different perceptions of being member in a “club”
Focus on the experiences
Customers are also experts
Many don’t know why they are members
Several of the club’s elements do not work today
Major inequalities at the top and bottom of the hierarchy
50% receive little value from the reward program
Focus on the bottom and the top
Focus on the bottom and the top
Designing a great experience for the top 1% has an enormous effect on the turnover for Matas
Designing a great experience for the top 1% has an enormous effect on the turnover for Matas
Frequency = different needs
Frequency = different needs
Frequency is of great importance as a loyalty driver as well as the emotional brand relationship
Frequency is of great importance as a loyalty driver as well as the emotional brand relationship
❌ Old
Welcome screen
❌ Old
Welcome screen
✅ New
Welcome screen
✅ New
Welcome screen
Points
For the low frequent shoppers
Points
For the low frequent shoppers
Points can be used on all products
Special discount on certain products
Points can be used on all products
Special discount on certain products
Rewards
For the high frequent shoppers
Spend 1.000 dkk and receive a reward
All purchases count toward the reward
Choose between 4 different categories
Better benefifts, the more you spend
Rewards
For the high frequent shoppers
Spend 1.000 dkk and receive a reward
All purchases count toward the reward
Choose between 4 different categories
Better benefifts, the more you spend
150 unique screens
150 unique screens
#4 in Lifestyle
4.6 | 32.8k Ratings
4.6 | 32.8k Ratings
#4 in Lifestyle
4.6 | 32.8k Ratings