More than just a UX overhaul
Human-centered strategies throughout the experience and tech stack
Other Team Members
Adam Toth, Designer
Clare O'Neill, Software Engineer
Kieth Catalano, Software Engineer
Liz Blair-Broeker, QA Engineer
Molly Horton, UX Strategist
Aimia is an industry leader in the points-based loyalty program space. Their software platform was feature rich and flexible, and had been a market leader for many years.
As we started to examine the outdated Loyalty Toolkit product, we found a complex web of features and functionality that had been built, piece by piece, over the course of a decade. Each new feature that was added to the platform was finely tuned for speed and scalability — they were processing thousands of customer records every hour — but little thought was given to the customer experience or the extensibility of the development platform long term.
I led our small, cross functional team on the process to reimagine and rebuild their product experience. We started by grounding ourselves in their business by conducting stakeholder interviews with Aimia employees and key customers and users of the platform. What we found wasn't too surprising: people loved the robustness of the software, but found themselves annoyed that they had to work around the complex and out-dated UI in order to do their jobs. And this sentiment wasn't just heard from their customers — their development team also experienced a slowdown and frustration with the technical debt that they faced each time they wanted to improve the system.
Our approach was to apply our human-centered mindset toward both the customer user experience, as well as the backend tooling that powered the technology stack. We translated our user research into UX strategies, seeking to make the complex easy by tearing down barriers for both the Marketing Manager user persona and the development team we were working with. We operated as a dedicated agile delivery team, focused on shipping usable features each sprint that were rapidly researched, designed, developed and tested. We ran larger user testing session multiple times throughout the project to validate our assumptions and ensure that our product thinking was on the right track.
By the time we finished our 5 month engagement, we left the Aimia team with not only a fresh, easy-to-use enterprise software experience, but new skills and tooling to help ensure that they could continue to maintain and improve upon the new product strategy:
- A comprehensive user experience and information architecture approach that simplified the navigation and overall product experience by grouping like features into action-oriented categories that mapped to the main functionality of the product.
- A new and modern design system reusable UI components that ensured users would develop familiarity with like-functionality and the new experience through a consistent branded interface. This was delivered as both Figma design files as well as implemented as a front-end code library.
- Launched a new three-tiered application structure that utilized a middle-layer of API calls to ensure that complex, finely-tuned backend architecture decisions didn't get in the way of ensuring a positive customer experience.