TEAM
Time
2022
My role
Product Designer
KEY SKILLS
Tesco’s Clubcard faced engagement and adoption challenges. Many users found the digital experience frustrating compared to the plastic card. Through research and testing, we identified key usability issues and redesigned the experience to improve adoption.
Engagement and adoption were low in Central Europe. Through research and testing, we identified key issues affecting both users and business performance.
Highlights from usability testing
Stress at checkout when using coupons
“I hate standing at checkout while everyone waits and I’m panicking, trying to find my coupons.”
Waiting months for vouchers
“Why can’t I transfer my points instantly? Waiting months doesn’t make any sense”
No extra value in the app
“Honestly, I just stick to my plastic card. It’s simple, and I don’t see any extra value in downloading the app—it’s just more effort.”
Competitor Research
Tesco lacked key features other competitors had, such as immediate registration, personalized offers, and seamless checkout.
UX Audit Findings
Navigation, visual hierarchy, and discoverability issues made it difficult for users to find the key features.
Business Pain Points
The app had low engagement and a low digital adoption rate compared to cards.
We analyzed user data, ran workshops, and mapped the customer journey to find key pain points and opportunities. This helped align the team and set clear priorities for the redesign.
We designed a new concept for the app, ran a few iterations of user testing and workshops with business stakeholders, and incorporated the feedback back into the designs.
Pre-selected coupons
Reduced friction at the checkout and added the possibility to save coupons in advance.
Refreshed design and Information Architecture
Simplified the layout, improved the visual hierarchy, and made key features easier to access.
Faster Vouchers
Redesigned the voucher system so users can convert points instantly.
Shopping history and leaflets
Motivating people to use the app more often.
Increased Clubcard app vs. plastic card ratio
App ratings improved
Engagement with app improved
Usage of coupons
Leaflet Engagement
Customer Retention
UX is more than designing in Figma
Selling ideas and persuading stakeholders was crucial to driving change.
-> Through workshops and meetings, we aligned teams and improved collaboration.
You can’t control everything
A sudden vendor change delayed implementation for months.
→ We adapted and used this as an opportunity to redefine workflows with the new vendor.
