M&S Digital Rewards
Optimisation
The Team
Christian Mtima: Product Designer
Ramesh R: Front-End Developer
Sandy F: Product Manager
Challenge
To enhance the Digital Rewards platform by updating the system with a new component library while ensuring compliance with the bank's design standards. Additionally, we aimed to improve the overall customer experience based on user data and insights, as well as ensure accessibility compliance with WCAG (Web Content Accessibility Guidelines).
Solution
To address these challenges, I integrated a new component library across all Rewards journeys, creating a cohesive and modern user interface. I ensured that all design elements adhered to the bank's established design guidelines for consistency and professionalism. By analysing user data, we identified pain points and opportunities for improvement, leading to a comprehensive redesign of the acquisition page and Digital Rewards Account management page. Importantly, I also focused on accessibility compliance, ensuring that the platform met WCAG standards to provide an inclusive experience for all users, including those with disabilities.
Results
The redesigned Marks & Spencer Digital Rewards acquisition page is expected to drive significant improvements, potentially increasing new memberships by 15% within three months and boosting the conversion rate to approximately 2.5%. Engagement metrics could improve with a 20% rise in average time spent on the page and a 10% reduction in bounce rates. The redesign aims to ensure full accessibility compliance, meeting WCAG 2.1 AA standards. Additionally, user satisfaction could increase by 25%, reflecting a more streamlined and user-friendly sign-up experience. These projections provide a framework for measuring the success of the redesign.
Account management
Account Linking
User Flows
