Club La Tercera
Redesign of the subscribers’ benefits club: a new benefits search, the member’s virtual card and a mobile-first site.
- Client
- Copesa group
- Year
- 2020 — 2021
- My role
- Lead UX/UI designer
- Platform
- Responsive website
Context
Club La Tercera brings together subscribers of the Copesa group’s media. Through it, members get promotions, contests and special sales, plus print and digital subscription plans.
The site hadn’t been updated in years. It needed to match La Tercera’s new visual identity, show the member’s digital card better and rely on a search engine with well-tagged content.
The challenge
Simplify how members find and use benefits, with the new search as the core of the product.
Improve navigation, make posts and categories easier to read, streamline the flow, adapt the site to mobile and give the virtual card proper visibility.
My role
- UI/UX design
- User research
- Journey mapping
- Wireframes
- Information architecture
- Interaction design
- Design system
Tools: Photoshop, Illustrator, Adobe XD, Animate, After Effects, HTML, CSS, JS and WordPress.
Process
As lead designer I worked closely with marketing and product management. We interviewed club members to define goals and validate concepts until we reached an MVP to evaluate the redesign.
- EmpathizeFlow evaluations, user stories, interviews and competitive research.
- DefineDevelopment priorities, general and specific structure, key concepts.
- IdeateUser journey map, business and payment flows, wireframes.
- PrototypeDesign library, hi-fi iterations, MVP prioritization and A/B testing.
- Sprint developmentFinal designs, explanatory videos, style and component guidelines.
Research
I ran sessions with the Club’s managers to understand their workflow, set goals and a roadmap, and sketch concepts on the whiteboard. Then I surveyed different member types by email. From those insights I built user personas and journey maps that guided the wireframes.
Sketches
Final design
After several iterations and A/B tests with real users and managers, the improvements went to an external development team as Adobe XD files and short videos of key micro-interactions, with regular check-ins to fix details found in later usability tests.
