The 1 App: Explore to Surprise Anytime, Everywhere

The 1 app

Project description

Project The 1 member tier

and point redemption feature

Timeline

Aleph - lab

April 2018 - Jun 2018

Task

UXUI Designer

Overview

The 1 is Thailand’s largest loyalty platform, with over 17 million members* or about 25% of the population of Thailand. It strives to be the ultimate lifestyle platform that understands its customers and caters to every lifestyle through The 1 business ecosystem with more than 1,000 partners and 20,000 service points.

Feature gathering

The 1 offers the best experience and privilege to membership

Point Collection

Earn points from every purchase at Central Group and business partner.

Point Redemption

Redeem points for cash coupon and discount for Central Group’s and our business partners’ products and services, such as food & beverage, hotel, movie & concert, beauty treatment, flight ticket and many more.

Point Transfer

Transfer points to other The 1 members or transfer to our partner points (and vice versa) including credit card, hotel, gas station, airline and mobile network. This is to give our members a seamless shopping experience

Explore and ideation

I began the process by gathering feature requirements from the existing product and evaluating the app’s layout and content. This helped identify key focus areas to enhance user needs while maintaining high engagement and satisfaction.
I designed interface options with a strong emphasis on creating delightful experiences that address user pain points, transform them into innovative solutions, and build long-term customer loyalty.

Survey feeback and validation

I created a screener survey to identify users who were highly qualified to provide relevant insights. Based on the survey results, I analyzed and validated customer needs to better understand their motivations—focusing on specific key needs and areas of interest.

Revision and final solution

Level

Levels give players a clear sense of progress and provide a structured way to distribute rewards.

Endowed progress effect

Encourage repeat behavior by offering a sense of progress and symbolizing achievement and competence.

Accress reward

Motivate users by offering rewards that make them feel exclusive and privileged.