Branding, Interaction2016
brandZapp: How I designed a shopping app that rewards a daily reading habit, not only a purchase.
brandZappDotLegend Mobile Apps · brandZapp
- My role
- Product & Strategy Designer at DotLegend Mobile Apps: brand, strategy and UI guidelines
- Type
- Mobile app · rewards programme
- Platform
- iOS app · Apple Watch
- Markets
- Fashion · decoration · health and beauty · technology · lifestyle
01Problem
Rewards that only pay for shopping.
brandZapp shows what’s new and trending in fashion, decoration, health and beauty, technology and lifestyle. Users buy straight from the app, and earn points every time they read their daily news or interact with partners.
What the app had to do
- 01
Bring people back daily
Daily and weekly triggers, so reading becomes a habit and users return to the app every day.
- 02
Reward more than a purchase
Points for shopping, and for developing a reading habit in an area of interest.
- 03
Give a meaningful incentive
Points that can be redeemed for real rewards from partner brands.
How might we
…turn a reading habit into a reason to come back, and reward it as much as a purchase?
02Concept
Points in the store and online.
The high-level goal was a rewards app that generates retention and gives users a meaningful incentive. Points come from four moments, in store and online.
Earn rewards in-store and online
Four ways to earn points.
Points follow the user from the street to the checkout, in partner stores and online.
- 01Walk into a store: earn points at the entrance of select partner stores.
- 02Scan products: earn points when you scan barcodes with the in-app scanner.
- 03Buy products: purchase select items and submit your receipt through the app.
- 04Make an online purchase: link your credit card and make a purchase.
03Brand
A brand for a mobile showcase.
The wordmark and the app icon, a pink “Z”, carry the brand into the phone and the watch.
04App
Showcase, stores and rewards.
Three sections hold the app together: the Showcase of trending products, the partner Stores, and the Rewards where points are spent.
05Apple Watch
The showcase on the wrist.
An Apple Watch app brings the showcase and the stores to the wrist.
06Outcome
A reason to come back every day.
A rewards programme that pays not only for shopping but for a reading habit, across the phone and the watch.
- 01
Shopping only → reading too
Points for the daily news, not just for a purchase.
- 02
One channel → store and online
Four ways to earn, from walking in to buying online.
- 03
Phone → wrist
The showcase and stores on Apple Watch as well.
What I learned
Design the habit, then the reward
Daily and weekly triggers came first; the points make them worth it.
Bridge the store and the screen
Walking in and scanning tie a physical visit to the app.
Next timeMeasure daily return rate against points earned from reading, to see whether the habit holds without a purchase.
Credits
- Role
- Product & Strategy Designer
- Client
- DotLegend Mobile Apps · brandZapp
- Timeline
- 2016
- Disciplines
- Concept
- Branding
- Interaction Design
- iOS App
- Apple Watch
