New Feature Integration
Lincoln Rewards
Client
Lincoln
Sector
Automotive
My Role
Sr UX Designer & Creative Lead
Team
Melissa Boroccolo: Sr UI Designer, Maggie Reynolds: Sr Copywriter, Julie Klick: Sr Project Manager, Kellie Scafe: Sr Account Manager
Tools
Sketch, InVision, Marvel, Usability Hub, Abstract
Summary
I framed and integrated a Rewards Catalog experience into the current loyalty platform; Lincoln Access Rewards.
Problem Statement
The original rewards program lacked versatility and personalization. The client wanted an experience that would introduce a variety of reward options for Rewards members. Additionally, we needed a solution that would provided unique and personalized reward options while also allowing for tier specific reward redemption.
Project Goals
Introduce rewards members to new options for redeeming rewards
Integrate new rewards experience with current loyalty platform
Establish 4 unique redemption flows to accommodate current and future rewards
Allow for individual reward content authoring
Defining MVP
We evaluated the ask from the client and worked out a viable solution that was able to meet all the requests and needs. However, when working through the technical aspects, it was determined that it would be necessary to drop certain portions for MVP. We adjusted the solution as necesarry and were still able to provide a solid product. As with any project, it is always important to recognize the need to be flexible and to adjust based on time, resources, or technical limitations.
Design Approach
Research Methods
User Journey Mapping
Market Research Analysis
User Flows
Wireframing
User Personas
Wireframing
Whiteboarding, Sketching, and Wireframing may not be particularly pretty, but employing these methods allowed me to work through various options quickly and efficiently. This provided me with multiple variations in a much quicker timeframe than if we had jumped straight into UI design. They also allowed me to provide the client with a great visual depiction of the proposed functionality before getting approvals and passing off the work to our UI designer.
Key Takeaways
With certain projects you may run into various issues: a lack of data, no research funding, or a limited timeframe. In these cases I always work towards the best solution I can with the available resources at hand. However, I always try to improve processes when I'm able to. With each project I look for ways to adjust and improve workflows, make future recomendations, or even put together proposals for enhancing research methods. My motto in these situations is: "Do your best and always be improving."
Next Project
Sammons Trucking
