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A user lifecycle oriented Web Design that elevates a personalized customer experience

Web-PCO

Client

Puntos Colombia

Industry

Retail - Financial

Platforms

Mobile (IOS & Android)

Hiring

Continuous design team

Services

UX Design

UI Design

User research

Interaction design

Usability testing

Overview


For the past six years, we have led the UX/UI processes for Puntos Colombia, a loyalty program that rewards purchases made at more than 500 allied brands. The program has experienced continuous improvement through the application of Human-Centered Design methodology. Both its website and app provide a comprehensive experience, allowing users to explore offers, accumulate and redeem points, and discover services such as Puntos Pay.

In this project, we prioritized the user lifecycle to personalize the experience, focusing on various customer and business needs such as setup stages and general management improvement. With the new web design, we enable constant and relevant availability of learning content, fostering engagement with the program, amplifying relevant offers, and presenting other opportunities where points can be used.

User-Centric Experience

Guided by the human-centered design methodology, we address the stages of research, ideation, conceptualization, prototyping, and testing. Additionally, we employ the mobile-first methodology to ensure usability and accessibility across all devices, thus ensuring an optimal experience for users.

Aligned with strategic design, we implement solutions considering the specific needs of each area, collaborating closely with business and marketing teams.

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THE SOLUTION

A website design that responds to customer key needs in different stages of their journey

Custom

Personalization
We crafted a new experience with the user's life stage in mind. We showcase pertinent program information for new users, along with promotions and relevant comparisons for experienced users.

ui-design

UI Design
Considering the evolution of Puntos Colombia and its new branding, we adapted the visual language concept to a design system that ensures accessibility and usability.

interactions

Interaction Design
We capture the user's attention with small details designed to attract their interest. Each interaction is carefully crafted to provide an engaging and memorable experience.

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Process

Digital Xperience Framework.

Design thinking.

Atomic design.

Mapping the user journey.

Agile team collaboration framework: Scrum.

Deliverables

User testing report and analysis.

Information architecture.

Low fidelity wireframes.

High-fidelity wireframes and prototypes.

Prioritization matrix and workflow modeling with development team.

Microinteractions prototype.

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“We have been working with Xperience for 6 years, they have guided us in the experience design of our digital channels, it has been a continuous learning process for both parties, their knowledge and flexibility has allowed us to iterate and define the best model to suit the needs of our organization.”

Manuela Atehortúa

Experience Manager, Puntos Colombia

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