The brief
Asda aimed to launch a fast-track loyalty app, starting with a minimum viable product (MVP) that focused on delivering the most valuable features for its users.
With just a 12-week window from design to alpha release, we adopted an agile approach to rapidly design, prototype, and iterate the app, ensuring maximum impact within budget constraints. By prioritising user needs and efficient execution, we set the foundation for a scalable and impactful loyalty solution.
I developed and executed the UX and design strategy in this project while managing key stakeholders to ensure alignment and success. I provided leadership and guidance to the lead designer to drive the creation of impactful designs. I took full responsibility for planning, organising, and conducting usability tests to validate our solutions and inform design decisions.
From the outset, it was crucial to emphasise the importance of adopting a Human-Centred Design approach, not just within the design team, but also across the delivery team. By fostering this mindset, we highlighted that the key to achieving the project’s objectives lay in rapid, iterative design focused on delivering maximum value at every stage.
Rapid prototyping
During the initial design phase, we utilised ethnographic data and secondary research to inform the first iteration of the design and establish a baseline to ensure we were aligned with user needs.
To validate our direction early, while features and requirements were still flexible and cost-effective to adjust, we conducted a usability test with a small group of shoppers. This allowed us to assess the app’s general usability, gauge user affinity with the proposition, and evaluate its perceived value among Asda shoppers.
Test & Learn
An iterative development cycle
Even during the development of the MVP, the design followed an iterative cycle, while also supporting the client in establishing a regular and effective design review process.
We deliberately fostered a transparent, collaborative, and productive environment, investing significant effort in empowering the delivery team to make timely, well-informed decisions, consistently guided by the Human-Centred Design principles established from the outset.
