Hannaford (Isobar)
Decreasing call center volume by 20% and helping cardmembers understand their benefits and rewards program.
My Role
Product design lead
Duration
Three (3) months
Membership rewards are all the perks of having a credit card including discounted flights, hotel stays, statement credit and exclusive events.
After a rebrand and new design system rollout my team refreshed the point summary experience. We learned cardmembers were struggling to understand program rules particularly how bonusing categories worked and the points vesting period worked. In addition to rolling out this new look and feel, the refresh was a perfect opportunity to address these cardmember pain-points and reduce internal operational costs.
if you have an eligible card, visit the experience.
Isobar
Hannaford Refresh
Ahold Delhaize America and Hannaford Groceries hired Isobar to re-imagine their digital presence
Team
Lead Product Designer
Sr. Product Designer
Data Analyst
Project Manager
Duration
2 months
One of the biggest challenges was …. and brevity in communicating the complex program rules that compounded with each new card.
Stakeholder management
The second challenge was managing stakeholders. This includes insights, expectations, goals and updates. For an experience with so many recurring visitors that intersected with so many many other parts of the product. Misalignment presented itself as a growing list of requirements, excessive feedback loops and new ideas.
A design studio was invaluable in gathering insight priorities and feedback from different departments and aligning of a prioritized list of user problems to solve. Weekly to bi-weekly updates through the duration of the project also proved to be a valuable tool.
Connecting stakeholders and user insights
We left the design studio with a high fidelity layout of
The design reflected a design created by committee. But we put it in-front of users and invited stakeholders to observe users interacting with our design by committee layout.
IMPACT
By leveraging “rapid usability labs” we were able to test with 6 users in one day as to not slow down the development process. Insights were valuable for our team, other teams and the growing design system.
The refresh resulted in a 20% decrease in points-related call center volume translating to ~$73k in operational costs.
I'd love to share details about:
Overcoming misalignment between stakeholders
Getting rapid user feedback insights
Balancing new explorations and consistency with other experiences
tell me more