6AM Health: Designing the Mobile App and Customer Loyalty Rewards Program
By Anthony Milne with Isabella Frohlich and Emi Hayakawa
Abstract
6AM Health is a Boston-based health food company. 6AM Health’s food products are stored and sold through their custom vending machines or “Fresh Fridges.” Their target customers are millenials, ages 25–35, who need an expedited system to buy healthy snacks and meals on-the-go. 6AM Health tasked my group to design their mobile app.
The Problem
Currently, customers can only order and purchase food at a Fresh Fridge, and this process is time inefficient and prohibits the customer from reserving food. The mobile app must enable users to purchase and reserve food at a Fresh Fridge from their phones, so they can quickly pick it up on-the-go.
Our goal was to design a mobile app to increase 6AM Health’s revenue, reduce user friction in the customer ordering and payment process, and increase the rate of returning customers.
The Process
User Interviews
We conducted user interviews to better understand the factors that motivate users to become frequent, loyal customers. Because 6AM Health’s primary consumers are millennials, we interviewed a variety of working young-adults.
We found that consumers want to order online when they are in a rush to skip lines and save time. Additionally, users frequently order food from a company if they can save money. As users save money, they become more loyal customers.
Competitive Analysis
I compared the current 6AM Health mobile app to other food ordering apps such as Starbucks, Sweetgreen, Chick-fila-A, and Farmer’s Fridge. I interviewed users again to understand the most successful features in current food ordering apps.
Users enjoy Starbucks’ ordering system because it allows them to quickly purchase and pickup food. However, many users do not understand which products they can redeem with points. Additionally, some users perceived the homescreen as ‘messy’ because it contains too much information.
Users appreciate Sweetgreen’s clean and simple interface, but they express that the ordering process is long, arduous and time consuming. Additionally, users dislike Sweetgreen’s homescreen because it shows the total amount of money the user has spent at Sweetgreen. One user stated,
“I don’t want to know how much money I’ve spent at a company. It makes me feel guilty.”
From our user insights we created user personas, which highlight the concerns and motivations from 6AM Health’s target consumers.
Redefining Priorities
After conducting user research, I prioritized the key features to include in our redesigned mobile app.
- A customer, loyalty rewards program to attract repeat customers.
- An intuitive method to use points and redeem food from the rewards program.
- A map with specific directions to show the closest Fresh Fridges for food pickup.
- A more efficient ordering and payment process.
- A simple and clean interface and menu.
Sketching
We drew initial sketches which present the user-flow of our redesigned mobile app with the homescreen.
Low-Fidelity Homescreen Greyscales
I also created Greyscales which present various methods to display information on the homescreen.
Previous High-Fidelity Wireframing
We conducted user testing on 6AM Health’s previous mobile app to understand the bright spots and places to improve upon. Users believe that the current designs do not utilize screens for an efficient ordering and payment process.
The map screen was initially the homescreen, and many users expressed that this is overwhelming to see when first opening the mobile app. Finally, the initial design did not include a loyalty, rewards program, which is necessary to attract repeat customers.
The Solution
Homescreen and Food Menu
We redesigned the homescreen to emphasize the loyalty rewards program and discounts on food items. I designed the points bar to clearly present the user’s current points and the visual bar allows users to work toward their goal of 160 points. Additionally, in order to clearly show which food items users can redeem, I added the points icon to the food categories in the menu. The icons are updated and added to more food categories as the user obtains more points.
By utilizing the loyalty rewards program, users can redeem approximately 10% of their money back. Additionally, as users earn more points, they also reach milestone rankings, such as Food Newbie, Salad Superstar, and On-The-Go Pro, which provide them with further discount offers. These monetary rewards encourage customers to feel loyal to 6AM Health, and ultimately increase the number of repeat customers and overall revenue.
Checkout Process
We wanted to make it intuitive for users to redeem food using their points at the checkout menu. Users can now easily apply their points to a specific food item, or save their points to redeem a more expensive food item later.
The Review Order screen also includes detailed information about the location of the Fresh Fridge, so that users can quickly find and pickup their food.
User’s can also increase the quantity of food items and easily change their method of payment.
Finally, we also provide information on other trending food items from 6AM Health and allow users to immediately add them to their cart.
Receipt Page
I designed the Receipt Page, which shows users their previous order history, Fresh Fridge locations, and payment methods. Many users surveyed that they frequently order the same food, so I implemented a “Reorder” button to expedite their ordering process.
The Receipt Page also outlines step-by-step instructions about how users obtain their pre-ordered food from a Fresh Fridge.
Conclusions
The new rewards program allows customers to save money on 6AM Health food products, and it enforces brand loyalty. We hope that this feature increases the frequency of repeat customers and overall revenue.
The updated homescreen and ordering and payment process reduces user friction and makes the experience more efficient and enjoyable for the customer. Additionally, users now have simplified instructions to find their designated Fresh Fridge and retrieve their food, which helps to further expedite the customer process.
Users can now purchase and reserve food, and easily reorder through the receipts page, which will enhance the overall customer experience. We are excited to work with our development team to implement the mobile app and new features by Fall 2019.
