Lushai conducted extensive user research to help Fly Buys understand the goals and behaviours of Fly Buys members. We developed customer personas and a customer experience map to highlight members’ key experiences as they interacted with Fly Buys. The personas and experience map directly kicked off a new Fly Buys brand vision, “Effortlessly every day”.
When we engaged with Fly Buys, the core purpose of their website was not clearly defined. Since Lushai came onboard, it has become a primary channel for member interaction. Lushai has been an integral part of creating a roadmap for Loyalty’s primary digital channels and heavily involved in creating the information architecture, interaction design and graphic design required for day-to-day implementation of roadmap features. We were involved at every level: from workshops to clarify requirements, wireframes and mock-ups to frame up design options for stakeholders, and the specifications for developers to build and test from.
Analytics and user testing heavily influenced our design approach with Fly Buys. Analytics were used to inform design decisions for creating a responsive website, and one-on-one observational testing and remote first-click testing were used to inform major design decisions for the 2015 refresh.
Part of Lushai’s role was to upskill and provide direction to business analysts, stakeholders and other designers to ensure a cohesive user experience that continued to exist outside of our involvement.