Castle Leisure Group ("CLG"), a company operating in the hospitality industry wanted to offer their customers rewards for their loyalty.
For years, this had been achieved through the use of a loyalty card where customers would receive a discount on food and events.
The main reason for switching to an online platform was to gain a more personal connection to the customer as well as gathering data that would help promote the venues owned by CLG. Loyalty points collected and stored through the app, browsing events, access to special offers and booking a table or function were some of the key elements that had to be considered when designing and developing the app for CLG.
I worked closely with a design/development agnecy ftom Glasgow; (Destrukt/Animoso) to ensure that the design ideas and functionality were in line with what was achievable from a development side of things.
With the above goals for both the user and CLG in mind, I was able to begin mapping out the UX and wireframing the app screens in addition to designing the app's brand identity.
The main requirement of the app was the ability for each customer to collect points which could then be spent in venue using a voucher once enough points were collected.
After reviewing and testing other apps such as Costa Coffee, Starbucks and Frankie and Benny’s, we knew that we had to make collecting the points via the app, as simple as possible. While these large companies had scanning devices built into the app that connected to their tills in store, CLG were not able to implement this into their existing till system. I therefore had a major problem to solve and I did so by flipping the process on its head.
Working with the developers, we built a QR code scanner into the app and each venue was provided with a set number of printed QR codes, each with a monetary value which corresponded with a number of points. All the customer had to do when they paid for their bill or entry to a venue was to scan the QR code presented to them and their points would be added instantly to their account.
Once the customer collected enough points they could redeem a voucher which was sent to them via email or, they could continue collecting points for a bigger reward.
Low and high res screens
I designed and developed a one-page website to showcase the app and provide links to download via the app stores.
I also produced marketing material ahead of the launch of the app, showcasing its main features and some of the offers/discounts available to users.
The marketing was used on social media, as well as within each venue through posters, flyers, offer cards and digital advertising.