Improve User Experience of Perx App

Our final project was to improve user experience of the Perx app. Our team consisted of Risi, Charlotte, Fareed and me. If you guys do not know, Perx is actually a mobile app that enables businesses of all sizes to acquire, engage and reward their customers intelligently and contextually via real-time, predictive insights.

During our first meeting with Perx clients, we actually got to know their business model and how they wanted the app to improve. They allowed us to think out of the box and improve on their business model as well as implementing any functions that will help them to improve their user engagement. It was an exciting project as not only were we improving on the app, we were actually acting like the higher management of Perx and improve on their business model!

To start off we our journey, we actually started doing users interviews and contextual inquiry to experience what customers were facing when they were redeeming the chops or rewards. To our surprise, one of the merchants did not know about their collaboration with Perx and we were rejected. As a customer, we felt really disappointed as we actually made our trip there specially. And we actually discovered one serious problem when redeeming the rewards, and that is the error prevention when users were not in front of the counter to redeem the rewards. Please refer to the video below for better understanding.

With a better understanding of how the journey works, we did design studio on how to improve on the retention and attraction of customers. The result was pretty good. I will talk about it more in this article.

From user interviews, we came up with 3 Personas.

In this project, we would be focusing on current users and the main reason being that we would need to solve the problems of current users first before bringing in new users into the app. If the root of problems were not solved, users would forever be losing interest in Perx after awhile.

From the customer journey map of Kelly, we were able to come up with opportunities to solve their pain points.

Lets focus on the prioritization matrix and see what are the features we were inputting into the prototype.

As you can see, some major changes include an on-boarding process for users to understand the usage of Perx, a categorization of promotions, changed of layout and we also introduced a referral system for user to share the promotions in order to get extra chop. This referral system actually would benefits all 3 parties, the merchants, consumers and Perx!

This encouraged the users to share the promotion as there were extra chops for them. Merchants were able to use this as a marketing campaign for them and hence signed up with Perx. As such, more merchants added values and varieties to Perx and Perx earned revenue from it as well! Users were then attracted to use Perx as there were more varieties of merchants. With more users, merchants were interested to come in and gardened this groups of users. The cycle went on and on till it reached optimal.

We had also calculated the ROI of the merchants based on Singapore average friends in Facebook, average post reached and average referral percentage. With this, assume Llao Llao average price is $5, they were able to earn $240,300 per annum! Do ask me if you are interested to know how I get the numbers.

Of cause, with all these in mind, we had to make sure our app works for the users. We did a 2nd round of usability test on the redesigned app, and we achieved 3 times faster time on task and a SUS score of 86.02. This actually proved that our redesign app is more usable for the users.

Next Steps

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