My Role
I was the sole designer responsible for the ValueClub app redesign, handling research, UX strategy, information architecture, wireframing, UI design, prototyping, usability testing, and iteration.
The Project
The original ValueClub app had become dated and fragmented. While members could earn cashback and e-credits by scanning their membership in-store, the overall experience was difficult to navigate and lacked important functionality.
Most notably, users could not check e-receipts or warranty status in the app, forcing them to contact customer service for support. The redesign aimed to modernize the experience, centralize benefits, and reduce support workload.
The Problem
- Outdated visual design
- Fragmented feature structure
- Confusing navigation
- Low engagement with rewards
- No easy access to receipts or warranty information
A key business goal was reducing warranty enquiries handled by the customer experience team by enabling self-service within the app.
The Research
I interviewed customers and internal stakeholders and conducted usability testing with staff and real users.
Three major issues emerged:
- Benefits and features were difficult to find
- Receipts and warranty information were not accessible
- The interface felt outdated and confusing
Design Goals
- Create a modern mobile experience
- Centralize benefits, purchases, and services
- Improve discovery of cashback, vouchers, and promotions
- Enable self-service for receipts and warranty checks
- Support both members and non-members
The Solution
The redesigned ValueClub app introduces a clearer structure that surfaces key features earlier and improves everyday usability.
- Simplified home experience and navigation
- E-receipts and order history
- Warranty tracking and support tools
- Promotions and voucher discovery
- Improved account and membership management
- Non-member experience to showcase benefits
Member and Non-Member Experiences
The original app was built only for members. The redesign introduces a non-member experience where users can explore promotions and learn about ValueClub before joining, while exclusive vouchers and account tools remain member-only.
Key Features Introduced or Improved
- E-Receipts: Instant access to purchase history
- Warranty Tracking: Users can check protection status without contacting support
- Promotions & Vouchers: Benefits surfaced more clearly
- Store Locator: Cleaner service centre discovery
- Gift Cashback: Easier cashback sharing
- Associate Members: Improved shared membership features
Before vs After
Information Architecture
Before: Features were grouped under broad categories that made common tasks difficult to find.
After: The redesign organizes the experience around key user goals such as rewards, purchases, warranties, and promotions.
Visual Design
Before: Outdated UI, inconsistent icons, and weak hierarchy.
After: Cleaner layout, stronger spacing, and clearer emphasis on important information.
Receipts & Warranty
Before: Customers often needed to contact support.
After: These journeys are now self-service inside the app.
Benefit Discovery
Before: Rewards and vouchers were hidden deep in the interface.
After: Benefits are surfaced more prominently to improve engagement.
Membership Growth
Before: The app mainly served existing members.
After: Non-members can explore benefits and promotions before joining.
Design Decisions
Surfacing Rewards
Cashback is one of ValueClub’s main benefits, so it was surfaced earlier to reinforce membership value.
Self-Service Support
Adding receipts and warranty visibility reduces reliance on customer service.
Retention + Acquisition
The app now supports both existing members and potential new members.
Simplified Navigation
Features were reorganized around user goals rather than legacy categories.
Usability Testing
Testing with staff and real users validated that key tasks such as finding receipts, checking warranties, and discovering promotions were easier and faster.
Impact
- Reduced CX workload: Warranty enquiries reduced by ~90%
- Higher engagement: Rewards and promotions are easier to discover
- Membership growth: Non-member experience introduces ValueClub to new users
The redesign transformed ValueClub from a dated utility into a modern platform supporting retention, self-service, and membership growth.
