Overview
To extend the success of Clubcard Prices in Tesco supermarkets, Tesco Mobile aimed to reward loyal customers with exclusive discounts on phone and SIM-only contracts. The challenge was to seamlessly integrate Clubcard Prices into Tesco Mobile's journey while aligning with the established grocery experience.
Discovery
Competitor Analysis
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I conducted a detailed analysis of the Clubcard Prices experience on Tesco.com to understand how the proposition was presented and perceived by shoppers.
Key takeaways included:
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Strong visual distinction between regular and Clubcard Prices using contrasting colors and strikethroughs.
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Clear communication of savings to drive perceived value.
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Simple Clubcard sign-up options integrated seamlessly into the shopping experience.
Customer Interviews
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To further inform the design, I interviewed Tesco customers to explore their understanding of Clubcard Prices and expectations for its integration with Tesco Mobile. Insights included:
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High Awareness: Most customers were familiar with Clubcard Prices from Tesco supermarkets and expected the same clarity in Tesco Mobile.
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Value Expectations: Customers assumed discounts would apply to both phones and SIM plans, reflecting the versatility of Clubcard Prices in-store.
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Ease of Use: Users expected a frictionless experience, including automatic Clubcard integration or minimal input required.
Problem statement
Tesco Mobile customers want to feel valued for their loyalty by using their Clubcard to access better deals on contracts.
Business goals
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Demonstrate value for Tesco shoppers within Tesco Mobile offerings.
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Enable discounts on both phone and SIM-only deals.
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Maintain familiarity by aligning the presentation with Tesco's established branding.
Solution Highlights
Product pages
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Product Listing Page: Added Clubcard Prices strips on product cards.
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Product Detail Page:
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Sticky price bar showing standard and Clubcard Prices side by side.
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Highlighted eligible data plans with Clubcard Prices.
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New summary panel to explain the contract breakdown.
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Basket experience
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Emphasised savings with strikethrough prices and total savings value.
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Considered integrating features to simplify Clubcard entry, including scanning a QR code or app integration.
Checkout flow
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Confirm Clubcard eligibility at an interstitial step.
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Mandatory Clubcard field at checkout with guidance for non-members.
Usability Testing
Objectives
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Test user comprehension of the Clubcard Prices proposition.
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Evaluate cognitive load during the purchasing journey.
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Identify pain points and opportunities for improvement.
Key Findings
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Concept Clarity: Users clearly understood Clubcard Prices and appreciated highlighted discounts.
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Pain Points:
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Manual Clubcard entry was frustrating. Users preferred scanning or pre-filled options.
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Total savings in the basket were often overlooked and should be repositioned.
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Visual Design: The Clubcard prices iconography was instantly recognised and resonated with users.
User quotes
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“It’s clear what price I will be paying if I have a Clubcard.”
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“It’s annoying that I have to type in my Clubcard number.”
Results
Uptake
65% of eligible customers opted for Clubcard Prices deals within the first three months.
Clubcard Sign-ups
Clubcard registrations among Tesco Mobile users increased by 12%, indicating the proposition's appeal.
Revenue
Clubcard Prices contributed to a 15% increase in contract upgrades, demonstrating its value in driving customer retention.
Customer feedback
Post-launch surveys revealed that 87% of users found the Clubcard Prices journey intuitive and rewarding.
Outcome
By grounding the design in user research and iterating based on feedback, we delivered a seamless, user-centered experience that not only met business objectives but also delighted customers. Tesco Mobile strengthened its connection to loyal shoppers, leveraging the power of Clubcard Prices to enhance customer value and boost engagement.
Hypothesis
By integrating Clubcard Prices into Tesco Mobile with clear communication, intuitive design, and seamless Clubcard integration we can increase deal uptake, enhance customer satisfaction, and strengthen loyalty among Tesco shoppers. Reducing friction in the purchase journey and highlighting the value of Clubcard membership, can drive higher engagement and contract sign-ups.