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KUNG FU TEA’S REWARD SYSTEM

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THE PROJECT

With the milk tea shop industry becoming more popular, there has been an increase in the number of milk tea store locations in the United States in the last five years. Established in 2009, Kung Fu Tea slowly became a well known brand of milk tea for all ages, especial targeting younger generations. In order to compete for customers with other milk tea brands, stamp cards and promotions were introduced for marketing purposes. To keep  the customers’ loyalty, Kung Fu Tea created a reward/payment app for IOS and Androids where customers can earn rewards based on the number of visits to the shop.

THE PURPOSE

The purpose of this project was to take the users steps by steps through the analysis of redesign of the Kung Fu Tea app. The main focus was the reward system of the app, whereas the users experienced difficulties accessing and understanding the system. The aim was to create a more appropriate style for the app to satisfy the users’ needs and desires to continue using the reward system regarding the found problems.

THE ROLE

User Research
Designer

THE TOOLS

Paper & Pencil 

Google Forms

Google Excel

Photoshop 

Sketch

THE QUESTIONS

The population of our sample size is all the people that go to Kung Fu Tea and used its app. The question set focused on their general experiences with using the app and the reward system. The questions were tailored to get feedback on their impressions of the Kung Fu Tea app and their impressions on the usefulness of the reward system. These questions are mostly open-ended questions. It allowed us to get more intuitive information from the users rather than lead the users towards what we assumed.

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THE DATA

Number of participants: 17
88% of the interviewees never used the Kung Fu tea app while 12% of the interviewees had encountered or used the app. 59% of the interviewees mistakenly clicked on the numbers on the reward page, which are unclickable. 29% of the interviewees confused about the reward rules. 18% of the interviewees were confused about the homepage.

THE PROBLEMS

Based on the data, we gathered the main problems that users came across such as confusion about the homepage and the rules, preference not to use payment systems, randomly clicking on the numbers and difficulty in understanding the use of the payment system. More than half of the represented problems were caused by the lack of signifiers and feedback of the app.

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THE ANALYSIS

When the reward system is more functional, it is usually more complicated and thus it is hard for users to get started on it; When the reward system is more simplistic, it always has fewer functions. For example, the Mcdonald’s Loyalty Card is easy to use since users only need to count the stamps on the paper card to keep track of their credits.
For the original design, the Kung Fu Tea’s App has functions such as finding the location of stores, referring  a friend, payment method and keeping track of the credits.

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When the interface of the reward system is designed to focus on the aesthetics, it takes more time to get the tasks completed due to the distraction of the visual effects. For example, the Starbucks’ App has the best aesthetic visual interface among all four reward systems, but it is the least efficient because users spend more time enjoying the artistic effects, such as the falling of stars when they earn rewards points. The original design of Kung Fu Tea’s App does a fairly good job in aesthetics but it is not efficient to use. The organization of  the 12 squares that represent 12 credits is not the most efficient way to inform users about their credit status.

If the rules are made more logical, in other words, more fair for all, its complexity often increases. For example, Yogurtland uses the rule of one point per ounce. The rules are relatively fair since the more customers buy, the more credits they receive. However, customers have a difficult time understanding the converted rate. On the other hand, if the rules are more simplistic, they sometimes fail to make customers get the rewards that they deserve. For example, the Kung Fu Tea App used the rule of one point per visit. Thus the customer who buys 10 drinks versus the customer who buys 1 drink will both get the same point for their one visit.

THE PERSONAS

We created two different personas that fit into the targeted users of the app.

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EMILY CHANG

Age: 18

Location: San Diego, CA

"I want to get the most rewards for every time I visit the store"

Emily is currently preparing for her college applications. She often stays up late to study for her classes. Instead of snacking with regular chips, she likes to drink sweet tea at boba stores. In addition, she also comes to boba stores to study with her friends. Emily is a regular customer of the store, which she desires to have a better reward system for every time she visits.

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PAUL CARTMAN

Age: 24

Location: La Jolla, CA

"I don't drink boba as much, but it is nice to have a better payment system that allows me to earn points every time I visit."

Paul is currently working at a tech company in La Jolla. He doesn't often go to boba shop, but will join his friends on the weekend. He likes to saving money and collecting rewards. Paul believes that every boba store need a quicker payment method that also gives him points automatically for every time he makes purchases.

THE REDESIGN

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We narrowed down the scope of the problem was that the Kung Fu Tea app did not have a homepage. Keeping in mind that we wanted the users to know that the redesign of our homepage was for a Reward & Payment System, the redesign had to present clear information once the user opens the homepage. The layout of the information is clear when users see that the five icons on the bottom of the app indicate its main function and purpose. In the original app, the users need to take some time to locate menu, locations, or other account information.
In the redesign, we also simplified the rules of the reward system. Based on the feedback we received, it was very confusing for the users to navigate to the rules page and it did not specify enough information. We minimized the number of swipes they would have to make and eliminated unnecessary information the app had before, which makes the usability more efficient. It is easier for users to track their points every time they pay because there is a clear signifier of the accumulated points.

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THE PRODUCT

This is the final high-fidelity prototype of our app. Comparing the design to the sketching from the paper prototype, not everything stayed consistently the same. The changes made were the icons on the bottom of the page where the order of the icons is rearranged. In the original sketch, touching the icons would lead to a pop up screen however, in the final prototype this feature was eliminated. For the most part, the payment screen of the app was similar except that the tipping feature would not be included on the page.

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The Future

The next steps in the process would ideally be conducting more user interviews and receiving feedback about the updated redesigns. We would take the input suggested and make alterations to the homepage and the payment system if necessary.

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