The Need
Krispy Kreme Doughnuts identified the need for an interactive, personalized, and user-friendly loyalty program to address two significant challenges:
- Limited repeat business – Many customers primarily purchased doughnuts for special occasions rather than frequent visits.
- Low customer engagement – The brand lacked ongoing engagement with its customer base beyond in-store visits and occasional promotions.
To solve these challenges, Krispy Kreme set out to implement a loyalty program that not only retained existing customers in a cost-effective manner but also created a strong brand identity and enhanced the overall customer experience.
The Solution
How might we enhance user engagement with the Krispy Kreme Loyalty program, encouraging active participation in earning and redeeming rewards?
Following a thorough competitive analysis of popular reward programs, our objective for Krispy Kreme was clear: we aimed to create a uniquely appealing experience for users, ensuring simplicity and seamless redemption of rewards. To achieve this, we prioritized an effortless and quick sign-up process, requiring minimal personal information initially and gradually seeking more details over time. Our goal was to make Krispy Kreme's reward program distinct, user-friendly, and enjoyable for all customers.
Project Role
Team Structure
Tools
Design Process
Creative Discovery
From Creative Discovery to Product Lauch
Understand the User and Their Needs
During the creative discovery phase, we aimed to understand:
- What we are building – The core structure and purpose of the loyalty program.
- Business needs – Objectives and expectations from Krispy Kreme.
- User persona, needs, motivations, and frustrations – Identifying the ideal customer.
Definition Statement
“An intuitive tool to reward generous people who spread joy through sharing Krispy Kreme.”
The definition statement is driven primarily by valuable client feedback. It guides the purpose of our rewards program. It serves as a constant reminder of our primary objective, helping us make informed decisions and ensuring we stay focused on building a meaningful experience. By adhering to this North Star, we can avoid the addition of unnecessary features and maintain the core essence of our rewards program.
Workshops with Stakeholders
Feature Definition
User Definition
Primary Persona: Clarissa
- Demographic: Busy, married woman with children.
- Needs: Ability to order doughnuts on the go for her family, coworkers, or special events.
- Motivations: Earn and redeem rewards conveniently via the app or in-store.
The primary persona Clarissa is a busy, married woman with children. Her needs are able to order doughnuts on the go for her family and coworkers or special events. Her motivations are earning rewards and conveniently redeems them on the app or at the shop.
KPIs and measuring success
To drive meaningful design decisions, it was crucial to identify key performance indicators (KPIs) that aligned both business objectives and user needs. We conducted a focused workshop with key stakeholders to outline the KPIs that would measure the program’s success and directly inform design strategies.
- User Sign-ups: Number of new members joining the program.
- Engagement Rate: Frequency of app interactions and reward redemptions.
- Retention Rate: Percentage of returning users over time.
- Purchase Frequency: Increase in visits and purchases per customer.
- Redemption Rate: Percentage of earned points that get redeemed.
- Customer Lifetime Value (CLV): Evaluating long-term customer worth.
- Churn Rate: Identifying drop-off points and reducing member attrition.
By selecting KPIs that reflected both user engagement and business growth, the team ensured that the loyalty program continuously evolved to meet customer expectations while achieving Krispy Kreme’s strategic goals.
Information Architecture
During the discovery process we also want to create an information architecture that reflects the current AI and learn ways to improve that architecture and how the user will achieve their primary tasks.
Journey Map
Creating a journey map will help us learn the current user pain points and where are opportunities for improvements.
Current and Future Journey Map
We created current state and future state journey maps, helping us to see the user pain-points, opportunities for improvements and where we can hightlight the user's journey through the experience and understand their struggles.
User Pain Points and Opportunities for Improvement
Some of the pain points we found were through conducting
Make Sign-up Easy
- Make the sign-up as easy as possible, allowing user to sign-up fast and easy then ask for more information later.
- Allow other methods to sign-up that don't require entering information like Facebook, Google, etc.
Improve Menu
- Menu needs to be classified into groups for the user to easily pick from categories instead of everything at once.
- Menu needs to be readily available in the homepage and user should be able to order directly from the menu.
Payment Methods
- Provide easy payment methods like apple pay and allow user to auto-load payment into card. Entering credict card information is time consuming and providing one-click methods will help alleviate this painful task.
Wireframes
The wireframe phase allowed us to brainstorm ideas for the hero flow
