Tesco Clubcard
Lead Service Designer
Brief
Undertake the first ever 360° review of the Tesco Clubcard customer experience across all touch points.
Process
Synthesised 100 hours of qualitative research interviews to uncover unmet needs and pain points.
Delivery
Our validated enhancements and changes have improved the experience for millions of card holders.
Over 18 weeks I led a team of UX and product experts as we undertook the first ever end-to-end customer experience evaluation of the UK’s longest-running supermarket loyalty scheme.
Design oversight of the updated book cover templates
After being acquired by the personalised book publisher Wonderbly in 2023, it was felt that the products could appeal to a younger and more global audience.
Additionally, they wanted to align Historic Newspapers with the Wonderbly catalogue by offering the customer more design and colour options as well as deeper levels of personalisation.
Refining the product page UX to accommodate the book personalisation options
We implemented a new book publishing CMS allowing more cover and colour options and quicker roll out of new titles.
We integrated Wonderbly’s print-on-demand API which renders each personalised book and sends to their global network of print service providers for fulfilment and shipping.
Project involved liaison with operations on physical products; including the new packaging.
The nine month project launched on time and on budget.
I stayed with Historic Newspapers for a further three months to empty the backlog of features which were deprioritised for launch.
The redesigned products are selling strongly. Especially in the new global markets.
