What is Digiclub?
The continuation of shopping pleasure for customers of Digikala is one of the main goals of Digikala Customer Club (Digiclub). Digiclub is an opportunity for more companionship to create different and exciting experiences. When you create a user account in Digiclub, you can collect points by completing missions, such as shopping and submitting comments, to benefit from the rewards.
Tools
Figma
Miro
Illustrator
Zoom
Team
1 Product manager
2 Developers
2 Product designers
Roles
Research, UX Design from conception to completion
Problem
Our traditional discount-based loyalty programs have became inadequate in maintaining customer loyalty and engagement in today's highly competitive market.
Solution
Create a club for customers to benefit from exclusive prizes in various services and increase customer retention, customer lifetime value, gain a competitive advantage, gather valuable customer data, and enhance customer engagement.
Outcome
The introduction of the new loyalty program led to an 18% increase in repeat purchases, a 25% rise in average order value among loyalty members, and a 19% improvement in customer retention rates within the first year.
My Design Process
We used Design Thinking process in an iterative approach in order to: define problems, better understand users, the conditions of their use, how they think, behave, feel, and empathize:
01/05
Empathize
Competitive Audit
As part of my research, I looked for any existing solutions that aim to increase customer loyalty. This analysis helped us to have a better overview and more understand the benefits and features of loyalty programs.
User Interview
To inquire the current needs, user behavior, likes and dislikes we held 5 interviews to obtain in-depth qualitative responses regarding the key aspects of the Digiclub. We’ve send an invitation email and provided details about the interview, besides we offered a gift card to increase their participation probability.
Questions Categories
When preparing the script, we kept the questions open enough for the participants to encourage them share their thoughts freely. In this phase, it was especially important for me to be unbiased and open so that I could spot the needs and pain points.
The interview questions focus on understanding the following aspects:
Structure
Interview Criteria
Research Insights
Affinity Diagram
we coded the responses and analyzed it with an affinity diagram.

By determining users' wants, behaviors, likes and dislikes, we created five patterns as follows and prioritized certain needs that we would later design for.
Findings
By determining users' wants, behaviors, likes and dislikes, we prioritized certain needs that we would later design for.
Tangible Rewards
Offer customers tangible rewards that they can accumulate and redeem for discounts, or other incentives. This gives customers a sense of achievement and immediate gratification for their loyalty and engagement with Digikala.
Cost Savings
Customers appreciate the opportunity to offset their expenses through points earned in the loyalty program by using their accumulated points to reduce the cost of future purchases, customers feel like they are saving money.
Flexibility & Choice
Provide customers with flexibility in how they use their rewards. Customers can often choose from a range of options, such as selecting different services, or discounts that best suit their needs. This freedom increases customer satisfaction.
Gamification & Engagement
Customers enjoy the challenge of earning points, tracking their progress, and striving to reach higher reward levels. This gamified approach encourages customers to stay engaged with the business.
Exclusive Benefits & Perks
Offer exclusive benefits and perks to members. Customers appreciate the sense of exclusivity and the additional advantages they receive for their loyalty, making them feel valued and appreciated by Digikala.
Long-Term Value
As customers continue to earn points, they are more likely to remain loyal to the brand over time. The prospect of accumulating points provides customers with a sense of long-term value and encourages repeat business.
02/05
Define
Information Architecture
we first listed the various initial features of the mobile application and the different means of navigation, to define and reorganize the access to information in an optimal way.we prioritized the most used features based on usage patterns through the insight pattern.
03/05
Ideation
Wireframes: Mid-Fidelity
We began the ideation process of wireframing by drawing out the main screens with Figma. Our goal was to provide a structure and design that would meet the needs of users while keeping the objectives of the company.
04/05
Usability Testing
Goals
Methods
Task Lists
Design Revision
Updated Mid-Fidelity Wireframe
Insights from usability testing and survey, led us to reiterate on our designs. Below are the before vs. after mid-fi wireframes of our final solutions.
Pain Point 1: Some users couldn’t find desired award promptly.
Pain Point 2: Some users had doubt about how long are awards active.
Pain Point 3: Some users found it hard to promptly identify eligible award.
We helped users to find desired awards by adding the brands/categories filter and sorting feature to awards page.
The expiry date added to help users know how long are these awards active.
We added the progression graphic to help users understand for which award they are qualified.
Pain Point 4: Reviewing specific scores was not intuitive to many users.
The filter and sort features was added to makes managing and reviewing specific scores easy for users.
Pain Point 5: Many users couldn’t find the Digiclub in profile page.
We provided access to the Digiclub through the homepage in addition to the profile page to let the users find it without any difficulty.
05/05
Prototyping
Mockups: High-Fidelity
After founding the pain points and revising the mid-fidelity wireframes, in this phase, our emphasis was put on visual consistency and how the interface could serve the core functionalities.
Outcome
Quantitative Improvements
01
The introduction of the new loyalty program led to an 18% increase in repeat purchases, a 25% rise in average order value among loyalty members, and a 19% improvement in customer retention rates within the first year.
Adapt, Iterate, Test
02
In the hand-off process to developers, we encountered many technical constraints that we haven’t considered when creating the designs. I learnt to re-evaluate and adapt quickly, and make decisions about whether it is worth the effort to pursue the original designs, or work around the constraints to create solutions that can achieve the same goals with less effort.

Working in an agile environment, we had to make quick decisions and hand-off designs even if we’re not 100% sure about the designs. We’ve learnt to embrace imperfections, and believe that done is better than perfect, because having something developed means more testings can be done to evaluate and move things forward.
Challenges
03
One of the significant challenges we faced with the Digiclub project was navigating between its pages while retaining the main website header. We had two options: either implement Digiclub as a sub-navigation or as a menu option with a submenu. To determine the best solution, we conducted an A/B test between both approaches. The results showed that setting Digiclub as a sub-navigation under the main menu was more effective, and this approach became the final design.
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