About ecHome
ecHome is a home appliance merchandise with a large network of retail outlets throughout Hong Kong. Their high quality, yet affordable home goods have been loved by many since 1988.
Loyalty & Coupon App for ecHome
Business Challenges
• In a fiercely competitive and increasingly cost-driven environment, ecHome aimed to increase its market shares to boost it’s competitive advantage.
• As our generation is increasingly dependent on their smartphones, ecHome faces the challenge of keeping their target audience motivated without a digital CRM.
Discovery
We ran a design workshop with key stakeholders to define ecHome’s long-term goals and clarify the vision for the project. The aim of the workshop is to identify ecHome’s business goals and the customer journey of the CRM application, also the challenges the users might face.
We kicked off by brainstorming business goals. We then moved on to voting and we effectively-identified three main business goals:
- Maintain customer loyalty
- Expand new potential target groups
- Focus on multiple customer engagement methods
With a whiteboard, some pens, and sticky notes – we can gather opinions from different parties which not only helped us understand the project from different perspectives but also allowed all parties to take part in building a user-friendly and personalised CRM application.
Problems-Solving
- Provided a large variety of engagement tools
Unlike most CRM applications, we included a range of tools and games to keep their users entertained while getting the best deals. With a range of creative engagement tools, from lucky draws, stamps collection to flash sales – the users will never run out of fun opportunities to earn exclusive rewards and get a hold of the hottest products. - Launched real-time flash sale campaigns
We designed app-only exclusive flash sale campaigns where certain deals are only available for a limited amount of time. We also have Limited Price Tiering campaigns – meaning the quicker the users enroll on the campaign, the cheaper the deals they get. By combining the convenience of smartphones, gamification and the competitive nature of the campaigns – we created an exciting experience for the users which further enhanced their relationships with ecHome.
A/B Testing User Experience and User Interface Design
To ensure a fun and smooth experience for the ecHome’s target audience. We carried out A/B testing for both UX and UI features, such as menu sorting, registration fields, order forms, buttons and more. The users had no difficulty in using the app, and we received useful feedback by real users on engagement tools, hence we revised the final design based on the testing results.
