Intern
Universal Studio Beijing
Loyalty System
Crafting Universal Studio Beijing's first membership center, our Loyalty System employs a tiered membership structure and badge rewards to enhance user engagement, drive purchases, and facilitate user advocacy.
Team
Wang Ying (manager)
Ziqi (manager)
Deliverables
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Online app Loyalty System (Launched in Sept. 2023)
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3D Digital Badge Design (launched in Oct. 2023)
My Role
UX Researcher & Designer
Timeline
June 2023 - Sep 2023
Problem and Research
001
Problem research findings & insights
1,435,00
Annual Visitors Decline (Sept 2022 - Sept 2023)
Over the past year, Universal Studios Beijing experienced a significant decline in visitor numbers, resulting in substantial financial losses. This prompted the recognition of a pressing need to enhance user engagement and retention and foster lasting connections with our audience.
$12.5 million
Total Annual Loss
(Sept 2022 - Sept 2023)
Design Process
002
Empathize
User Research
Survey & Interview
Define
Persona
Ideate
Features
Design
Low-fi Sketches
Mid-fi Diagram
High-fi Diagram
Evaluation
Usability Test
User Research
003
Questionnaire participants
Interview participants
—— Main Takeaways ——
Demand for Personalization: Participants expressed a desire for more personalized experiences that cater to their preferences.
A few participants, aged 36-50, highlighted higher disposable income for extras like VIP Tours or dining experiences.
Most students highlighted that the high costs of frequent visits, including ticket prices, travel, food, and accommodations, pose a significant obstacle to sustained visitor engagement.
Out of the 28 participants aged 20-30, 25 revealed a strong dependence on social media for online engagement and experience sharing.
Persona
004
Alex Thompson
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"I wish I could visit more often and share those moments, but it's tough with the costs"
Age: 25
Gender: Male
Occupation: Student
Needs
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Affordable access and discounts for students on tickets, food, and accommodations.
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Opportunities to share unique, engaging content on social media platforms.
Challenges
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High costs of frequent visits limit engagement with Universal Studios Beijing.
Desires
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Desires a system that makes frequent visits more affordable.
Emma Murong
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"I look for experiences that match our taste for sophistication"
Age: 43
Gender: Female
Occupation: Senior Executive
Needs
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Access to premium and exclusive experiences at Universal Studios Beijing.
Challenges
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Difficulty in finding entertainment options that align with her preference for luxury and exclusivity.
Desires
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She is looking for a way to arrange and enjoy premium experiences, ensuring they are as enjoyable and memorable as possible.
Ideation & Low Fidelity
005
Low Fidelity sketches, ideas & flows
Following user research and persona analysis, we aim to enhance user engagement and encourage purchasing and sharing behaviours by employing the Loyalty System (Tiered Membership + Digital Badges). I sketched ideas and user flows to support this initiative.
Mid Fidelity & Testing
006
Usability Testing, findings & iterations
After some sketches, I developed mid-fidelity wireframes to further detail interactions and user flows. Then I conducted a Usability Test (3 Think-Aloud Tasks + Interview) involving 6 participants.
Before: Participants are confused about the placement of "Membership Level", and "My Badges".
After: Combine Membership Level and badge icons on one line, and remove "My Badges" to avoid overlap.
End Result
007
Final application designs & solutions
After completing the usability test, I iterated on the design of the Loyalty System for the Universal Studio Beijing application, ensuring high-fidelity representations of the Tiered Membership program and Digital Badges.
COLLEGE
Analyze college student spending and social habits, focusing on study break discounts and online sharing.
"We care about socializing, have limited spending power, and have more flexible time"
REGULAR+
Visitors aged 20-30 value IPs and visit frequency. Thus, we offer express pass and IP interaction opportunities.
"We're passionate about IPs and mostly available on weekends"
FAMILY
The family visitor has purchasing
power and care about experience. We offer discounts on hotel restaurants and shopping.
"We visit as a family and prioritize food and lodging"
PREMIUM
Focuses on the top 5% spenders, offering exclusive discounts, early product access, and special event testing privileges.
"We are the most loyal users and seeking exclusivity"
Join and Become a Junior Member of the Loyalty System
When new users first visit their personal dashboard in the app, they will receive a welcoming notification inviting them to join our loyalty system. They are asked to provide some personal information, like birthdays or other significant anniversaries. Once this information is entered, they will automatically become a junior member of the loyalty system.
Tiered Membership Benefits
Within the loyalty system, members are welcomed with a tailored view of their benefits, alongside a feature enabling them to compare benefits that motivate them to consider upgrading.
The annual pass is structured into five distinct tiers: College, Regular, Regular+, Family, and Premium, each designed to cater to the varied needs and preferences of our diverse user base. This comprehensive approach guarantees a personalized and gratifying experience for every member, enhancing engagement and loyalty.
Digital Badges
The 20s and 30s generation, avid social media users and keen on sharing online, are prime targets for digital badges. The classification of badges follows a structured hierarchy: Park Entry, Members Only, Special Events, Hotel & Catering, and Online Tasks. The Park Entry category rewards visitors with uniquely designed badges for their 1st, 5th, 10th, and 100th park visits, fostering engagement through milestone celebrations. Special Events badges are linked with seasonal activities, promoting participation, while Online Tasks badges are aimed at enhancing online interaction and social media sharing. Additionally, users have the option to wear their badges.
Reflection
008
01
Collaboration and teamwork are essential. Through collective brainstorming, we generated numerous promising ideas. Following a thorough discussion, we selected the most effective and practical ones.
02
Usability testing is indispensable. Despite our confidence in the adequacy of our mid-fidelity prototype, the usability test revealed some issues. This process enlightens us about user behaviours and preferences and guide us towards the creation of a user-centric design.
Photos
009
