Krispy Kreme Doughnuts - Rewards Program Design
About the project
In November 2022, I led a creative discovery project with Krispy Kreme Doughnuts (KKD) to help ideate and launch their rewards program. As the lead UX designer on the team, I conducted a six-week discovery phase with stakeholders to understand their primary needs and design the user journey for the rewards program. This process culminated in delivering a high-fidelity MVP prototype for the new rewards program on the KKD application.
Role
UX Designer
Timeline
Nov - Dec 2022
Platform
Mobile Web & Mobile App
My Role
As the lead UX designer on the team, my primary responsibility was to collaborate with stakeholders to understand their needs. Throughout the project, I started by identifying the desired features, then worked with the team to develop user personas and create journey maps. This was followed by the creation of low-fidelity prototypes, which eventually evolved into high-fidelity prototypes. Unfortunately due to an NDA, I cannot share specific details about the project. However, if you have questions about my experience, please feel free to email me, and I will be happy to share more information.
Process
The design process for this project began with stakeholder information-gathering workshops, followed by drafting personas and KPIs. Next, we created user journey maps, low-fidelity prototypes, and high-fidelity mockups. While I cannot disclose the comprehensive details due to an NDA, the brief outline of the process is as follows:
Accomplishments
Conducted stakeholder meetings for information gathering and led design workshops.
Identified the core users of the loyalty program feature and developed user personas.
Mapped the user journey before and after the introduction of the loyalty program feature.
Conceptualized the loyalty program and integrated it into the existing doughnut ordering process.
Identified commonly used components and initiated the design system to improve product consistency and performance.
Delivered a high-fidelity click-through prototype within six weeks.
Learnings & Takeaways
Integrating Features into Current User Flow
Analyzed the existing app flow and adapted new features to fit seamlessly. Made suggestions to update the menu to enhance usability and integration.
Balancing Pace and Perfection
Managed the need to move quickly to meet deadlines while ensuring important details were not overlooked in a fast-paced project.
Navigating Ambiguity
Progressed despite uncertainties, overcoming obstacles, and experimenting with multiple ideas to find solutions.
Receiving Feedback and Iterating
Regularly engaged with the team and stakeholders to gather feedback on constraints, limitations, and requirements, and iterated on designs to refine the design system.
Email me at sunayanakesari@gmail.com for access.