Luckin Coffee Membership Redesign
Overview
Project Type: Mobile App redesign
Time: 2020.3-2020.4
Role: UX/UI Designer (Team of two)
Tools: Adobe XDâ€, ‬Photoshopâ€, ‬Illustrator
Project Description:
We redesigned the mobile interface of Luckin Coffee based on the gamification idea, established a membership system. I designed functions such as deer animation and coffee collection to increase user engagement.
Problem statement
Luckin Coffee is an emerging coffee brand that launched on the Chinese market in 2017.
The brand positioning is to provide the best raw materials, superb coffee craftsmanship, innovative business model, and leading mobile Internet technology to strive to bring new and high-quality coffee consumption experiences to consumers and promote the popularization and development of Chinese coffee culture.
Viral marketing helped Luckin coffee open up the coffee market and gained the first considerable number of users in China, where only an average of 4 cups of coffee is consumed per person per year.
How might we cultivate young professionals habit take Luckin coffee as part of daily life?
UX Stategies
Execution Description:
To better learn users, I started this project from qualitative and quantitative analysis on user behaviors, pain points and their goals.
Hope to have an overview of how people feel about Luckin Coffee, I began with contextual inquires, where I learned a set of broad issues Luckin is facing. Then I took the survey to narrow down my research scope into user experience towards Luckin Coffee. I got to know the lack of long-term attraction is a prioritized issue and made it my research goal.
​
Hope to refer success of competitive brands, I conducted a competitive analysis to figure out the approaches to cultivate users' loyalty, which a focus in membership system comparison.
​
When reviewing all the research I made, I realized an important part of users is missing in my research: people who made purchases offline. So I took field study in stores to observe and collect first-hand offline users' behaviors.
Research findings
01
“3 minutes phenomena”
Method: Observation Duration: 2 days
Intention: 1. Define users
2. Understand how environment interacts with people behavior and interactions
3. Observe any other activities that could be interesting
4. Make up the lack of physical activities in the interview
​
Description: I sit in Luckin Coffee stores and observe how of observation and research at five Luckin Coffee physical stores in downtown Nanjing.
02
People prefer reward with intuitive & short-term benefit
Method: Survey + Competitive analysis
​
Intention: Membership such as point-based reward functions as an effective method to keep users active and stabilize user loyalty. So I conducted a competitive analysis to collect successful experience, assisted with a survey to help Luckin Coffee customize an appropriate membership system.
​
Description: I chose Starbucks and HiTea, which dominate Chinese beverage industry, as a competitor, analyzed and compared their membership system.
03
Pain points & Opportunities
Method: Survey + Contextual Inquiry
​
Intention: 1. To qualitatively understand the user's impression of Luckin Coffee and pain points, which helps me identify opportunities for redesign.
2. Quantitatively analyze consumption scenarios, personas, what people value or dislike.
​
Description: I started with contextual inquiries with three professionals to collect general insight toward Luckin coffee. Then generate a survey to validate hypothesis and make analysis quantitatively.
Full Survey
1. Age
2. Occupation
3. Have you ordered/drank Luckin Coffee before?
4. How to buy coffee?
5. Can you choose the scenario you usually order coffee?
6. What is the affordable price range for a cup of coffee?
7. What kind of factors encourages you to make a purchase? (multiple choices)
8. Can you list other coffee brands you love other than Luckin?
9. Reasons for choosing certain fixed drinks (multiple choices)
10. What kind of preferential mechanism do you prefer? (Multiple choices)
11. Which part you want to keep/ change most of the Luckin Coffee?
User scenario
Based on the researched above, I outlined the characteristics of target user, scenario and experience map:
Target User: Students and young professionals (25-40 yrs old) based in big cities. They value the efficiency for ordering a cup of coffee than other brand users. They tend to have coffee every other day. However, they suffer from the high living cost, so they choose Luckin Coffee due to it affordable price. They do care about coffee quality and hope to learn more about coffee.They’re quite busy and long for social activities when they’re free.
Scenario: Workday afternoon in office & library
Things to Notice
1. "Luckin coffee is cheaper than Starbucks, but has great taste, is a good choice for professionals."
2. "I want to go to the store with my friends in good weather and have a chat."
3. "There are so many choices, I don't know which one to pick, what's the difference?"
Design
Ideation
Strategy
Iteration
Early-stage: Visualized membership
2nd-stage: Card Redemption
I created a visualized points-based system, which indicates user information, clarifies the membership system and its benefits. Using the coffee bottle as the visualized object to indicate the redemption process.
I also make side-line range of products as extra gifts.
What works here?
I transform the points bonus and corresponding benefit from list text to visual information, which increases the readability.
What doesn't work?
This membership strategy contains several small features and unrelated details.
What changed here?
By the icon of the deer, I transform the previous short-term bonus into a long-term membership system. After each purchase, the user is randomly given a raw material card to provide positive feedback after each purchase. Free coffee can be redeemed after a certain raw material card has been collected. Help users spend three minutes on orders, give them positive feedback, user satisfaction, and feedback back to efforts to increase the likelihood of the next order.
I put an emphasis on creating a light 'three minutes' interaction experience.
User flow
Then I conducted a usability test to examine the mi-fi prototype effect. I sent the interactive prototype which allows tester to freely click on the page during the entire process. I asked users think loudly and explain their understanding and thoughts on the membership system.
Usability Test
Number of testers: 4
Test time: around 20min/person
​
Results Summary:
• Although users of Luckin Coffee cares about price and would love to enjoy extra discounts, they are unwilling to waste time for such a benefit.
• However, current simple card redemption is acceptable and alluring.
• Female users are more interested in digital pet ideas than males and are willing to spend more time on pet interaction every day. They also wish for more interactive approaches to play with friends.
Detailed Feedback:
Final product
Clickable prototype
Key screens
Everytime the user makes a purchase, they will receive a material card randomly, and the background will change to the scene corresponding to the card, providing users with positive feedback stimulation after purchase and encouraging continued consumption.
I designed map page with gamification idea to encourage users to explore more scenes by placing more purchases.
Material cards can be used for free coffee redemption, and it is a potential tool for social fission to introduce new users (e.g. card exchange with friends).
Heart on the upper right corner can trigger auto collect, which allows users free their time and enjoy extra membership benefits.
What I did differently at the second time?
1. From theory methodology to practical use.
First time, I just follow the course instruction and conduct contextual research and survey to learn about users. However, I realized the type of users who purchase coffee offline is missing in my study. Then I conducted field observation to collect first-hand behavior and gained key '3 mins phenomena'.
2. Use other relevant resources as basis for design.
Design is not only concerned with the design itself. I took a gamification course on Coursera to better implement gamification ideas into my design. Business needs also matter so I modify the initial prototype and encourage users to make more purchases for profits.