Abbott Accumulative CarePoints Program

Background

In 2021, the Abbott Wolf project in Vietnam was launched with QR code loyalty program for Similac and Grow powder products with the objective of improving retention rate and increasing brand credibility among mass consumers. In May 2022, the project was rolled out to other brands (Ensure, Glucerna & PediaSure) with a massive success.

Abbott would like to continue accelerating the Loyalty program with better customer satisfaction by introducing Wolf 2.0-Accumulative point in order to incentivize various types of customer behaviors and drive better lifetime value

Deliverables: Our team worked in the span of 10 months to create the design solution for the mobile accumulative point program of the Abbott Vietnam across its brands (Glucerna, Similac, Grow, Ensure and Pediasure)

Timeline

March 2023 - December 2023

Skills

User Journey Mapping, Storyboarding, Information Architecture, Wireframing, Visual Design, High-Fidelity Prototyping

Team

Phuc Nguyen (Project Manager)
Khoi Nguyen (Business Analyst)
Ben Tran (Lead UX/UI Designer)
Hoang Truong (UX Strategist)
Huy Mai (UX/UI Designer)

View Mobile Web

Discovery

The mobile UI of the current Abbott Lucky Draw program

Our team worked closely with the Abbott team to study the Wolf 1.0 - Lucky Draw program to understand what has successfully driven customer engagement and what can be improved in order to increase retention and adapted to transit users into the redemption program with ease.

What we learned during the dicovery sessions:

The benefit of the Lucky Draw (product gifting) program is to bring product exposure and customer engagement.
The purpose of a product/point redemption program that adapts the current program's promotion strategy is to encourage users' understanding of the CarePoints currency system and potentially drive lifelong brand values.

Based on our learning and collaboration with the Abbott team, we created the logic and scheme of the CarePoints/ product redemption infrastructure:

Journey Map

Based on the learning of the redemption system, Hoang and I made a user journey map that tracked users’ route in transiting from the current Lucky Draw program into the Accumulative Point program. The journey map helped our team identify important critical points to create visual components that target and deliver smooth program transition.

Information Architecture

The content components of the Accumulative Point program can be broken down into 5 categories:

Homepage: displays promotional banners, featured SKU-based products and a personalized dashboard that contains CarePoints profile and redemption status (for users with existing accounts).
Reward Redemption: categorized into a catalog of all Abbott's 5 brands' associated products, discount codes and vouchers, and a CarePoints history page that contains users' rewarded and redeemed products/vouchers.
Scan for CarePoints: a built-in camera system that functions as a QR Code scanner.
Help Center: provides a detailed and informational center about benefits, redemption regulation and terms and conditions.
User Profile: displays account information catalog that allows users to personalize account information, including personal information, addresses, password change and associated users.

The information architecture is illustrated in the following site map:

Navigation

After we had solidified the conceptualization and journey mapping process, our team broke down and built a detailed diagram consisting of the user flows of the 5 categories incorporated in the final design.

CarePoints Redemption

QR Scan

User Profile

Help Center

UI Syle Guide

Our team implemented a style guideline, including a color palette, catalog of icons, buttons, and components, that adapted the existing brand guideline and reflected on the visual hierarchy of the new design solution.

Solution

The design solution creates a smooth transition for existing customers of Abbott's Care and Share program to participate in the Accumulative Point and Product Redemption program.

The final deliverable for the project includes 25 hi-fi screens, master components, style guide and interactive prototype.

Test the prototype: Click Here