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Case Study

Complex Workflows

B2C

Edge Cases

Information Architercture

Interaction Design

Scene is a collaborative rewards program between Scotiabank and Cineplex that converts movie tickets and financial transactions into points. These points enable users to access free cinema tickets, meals, and digital gift certificates across different restaurants and retailers.

Problem Statement

Despite the substantial benefits presented through its rewards scheme, the mobile application presents significant challenges in UX/UI.

This doesn't only adversely impact the user experience and thus their motivation and capacity to utilize the service, but also increases the company's operational expenses.

Project and Role

This is a redesign project of the existing mobile app.
I served a role of UX Designer on this project.

Note: Scene has since redesigned its mobile app so this case study is in reference to the earlier version of the app that was in use at the time of this project in December 2021.

Information Architecture

Since most of the pain points are directly related to site navigation and complex user flows, I have created an information architecture to have a clear visual of the flows and identify how to simplify them.

Proposed Solutions

Chat feature

Menu Options

The chat feature that doesn't require the user to enter their personal information

again and again, will result in smoother user experience. The improved experience of the chat feature will also help to resolve a lot of inquiries without users having to call customer support, thereby potentially reducing the total number of calls (and operational costs for the business).

Search Bar

Adding a search toolbar so the user can easily search through the available promotions as well as within the categories

Additional navigation in the menu bar so the user can easily locate their points history as well as general account information

Providing an option whether the user wants to receive the code via the email or the phone number, reducing the customer support calls and thereby operational costs.

Password Reset

Before
After
Enabling user recognition when logged in into account
Visually de-emphasizing CTA to call customer service
Cleaner UI that is consistent with user expectations
Before
After
Cleaner visual layout by changing font colour and style
Clearly outlining and visually elevating CTAs such as "Start a Live Chat"
Use of proximity to group some items together under FAQ
Before
After
Adding Search bar at the top of the page to be able to search for a specific retailer
Adding Browse button to Lower Nav to search through all the options
Adding Account icon at the top for easy access of options related to account information (previously hidden in Lower Nav under More)
Before
After
Enabling user recognition when logged in into account
Visually de-emphasizing CTA to call customer service
Cleaner UI that is consistent with user expectations
Before
After
Cleaner visual layout by changing font colour and style
Clearly outlining and visually elevating CTAs such as "Start a Live Chat"
Use of proximity to group some items together under FAQ
Before
After
Adding Search bar at the top of the page to be able to search for a specific retailer
Adding Browse button to Lower Nav to search through all the options
Adding Account icon at the top for easy access of options related to account information (previously hidden in Lower Nav under More)
Before
After
Enabling user recognition when logged in into account
Visually de-emphasizing CTA to call customer service
Cleaner UI that is consistent with user expectations
Before
After
Cleaner visual layout by changing font colour and style
Clearly outlining and visually elevating CTAs such as "Start a Live Chat"
Use of proximity to group some items together under FAQ
Before
After
Adding Search bar at the top of the page to be able to search for a specific retailer
Adding Browse button to Lower Nav to search through all the options
Adding Account icon at the top for easy access of options related to account information (previously hidden in Lower Nav under More)
Before
After
Enabling user recognition when logged in into account
Visually de-emphasizing CTA to call customer service
Cleaner UI that is consistent with user expectations
Before
After
Cleaner visual layout by changing font colour and style
Clearly outlining and visually elevating CTAs such as "Start a Live Chat"
Use of proximity to group some items together under FAQ
Before
After
Adding Search bar at the top of the page to be able to search for a specific retailer
Adding Browse button to Lower Nav to search through all the options
Adding Account icon at the top for easy access of options related to account information (previously hidden in Lower Nav under More)

The improved design with added navigation features, and a simplified chat that detect keywords and offers users a direct answer from FAQ if available, creates not only a better and smoother user experience but also helps Scene save on operational costs.

Prior to the redesign the most straightforward option was to call customer service, which is further reflected in the high call volumes and thereby greater hold times for customers. Giving users an ability to find answers to their questions on their own easily, and with minimal assistance, creates a win-win scenario for both users and the business.

Reflection