Dr. Kong
Dr. Kong is committed to promoting healthy living by offering footwear, foot care products, and complimentary professional foot assessments for people of all ages. Through their membership program, customers can enjoy exclusive privileges such as special promotions, member-only pricing, and access to family foot assessment records.
To further enhance the customer experience, Dr. Kong developed a new membership app, providing a delightful and convenient way for users to explore their offerings and manage their benefits.
SOLUTIONS
Digital Membership
Members can earn or redeem points by only showing QR codes when spending in branches and using member-only coupons in Dr. Kong app.
All Projects
Project Objective
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Integrate all commonly used features into a centralized membership system
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Encourage purchases by offering targeted promotions and personalized experiences
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Strengthen member engagement and loyalty
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Expand customer base and drive overall sales growth
Elevated shopping experience
Members can now check the covert rate of points in app. They can manage points and view history to manage their points anywhere. Moreover, they can learn more about membership benefits through app in order to help them to get up-to-date privileges easily.
Receive latest news
By pushing notifications, members can receive the latest promotions. Also, the app will send a reminder when the points/coupons almost expire.
User Research
The focus group was conducted with 14 attendees who are members of Dr. Kong. The monthly spending of the participants is $800-1500, $1501-2500, and $2501-3500.
Participant
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Conduct research on Consumer Behavior and background
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Understand end users' concerns about the membership program
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Explore members' needs when gaining and using privilege
Objectives
The questions focus on the backgound of end users, such as pain points of the existing membership system and consuming habits in Dr. Kong.
Questionnaire
The activity allows participants to draw their expected flow of checking points, understand the redemption rules and redeem points to cash vouchers respectively.
Scenario building
The questions covered 8 topics, including consuming habits, membership, member’s benefits, bonus point schemes, coupons, etc. The results help to design a better experience for end user.