Loyalty Ecosystem Innovation
AlFuttaim Group | Monstar Lab
PROJECT
Blue Rewards is the loyalty programme for the AlFuttaim Group. Ben has led a couple of projects to help this client conceptualise and design new products and features to add value to the customer proposition and to their retail partners.
This has included a in-mall feature sets to help guide the customer browse and find in-store offers and a number of AI-driven services.
PROCESS
We used service-design blueprint methodology to guide research and identify opportunities for innovation and improving upon their KPIs. The research included in-depth interviews and surveys with key personnel throughout the organisation, selected partners (across retail, automative, health and insurance) and customers online and in-store. The team mapped out the current blueprint, issues and opportunities; before exploring future state options. We ran prioritisation sessions against key metrics and built a backlog of features to concept and design. The concepts included embedded payments, in-store modes and improved membership activation flows. We went on to design an in-mall mode to provide a loyalty experience in physical settings.
Additionally, we explored a number of areas in which generative AI could integrate with their current data, including stakeholder vision sessions, storyboarding and design prototyping.
OUTCOME
The service design blueprint and resulting concepts were well received by the client and have contributed to the technology roadmap.
*The visual design direction was conducted in conjunction with Bernard Barsley