Context: Creative Dock
A synthesis is missing
In October 2019 I joined Creative Dock on a position of user experience designer. This was the first project I was working on. The task was to define and than design a UX model for Albert's loyalty program. When I joined the innovation team, the majority of user research was done. The product lead overloaded me by hundreds of documents and presentations related to their research. The user needs were defined, tested, the key features were proposed.
The first what poped up in my mind, some synthesis of the research was needed! That is the only way how I could get from the massive amount of information with an understandible mobile app. This was a great opportunity to apply service design process to the product development.
The research around the service proposition is too broad and complicated. Synthesis is missing and thus there is too many features proposed without one key narrative framing the service.
What UX model would be attractive most to a broad population?
1) To choose the vest UX model form
2) To make research synthesis and define tha apps hook
3) UX/UI design of the app
This app will maybe help you eat better, but the client can not prove it due to there are not any meassures of that. Thus there is a gap in authenticity. It seems that even the claim eating better is part of their brand message, in reallity they do not care too much about it. The reson? From the research we know, that the Czech consumer prefer discounts and other benefits before eating better inspiration. So why should the client make more effort to persue people. So why the brand is built around this message? Is it just an empty statement? Is it just a trand so they follow it? These question arise.