Faces.com x MUSE Loyalty
UX & UI Design
Integrating Faces.com with MUSE Loyalty (Chalhoub Group’s loyalty program)
COMPANY & DEPARTMENT
Company: Chalhoub Group. The Group is based in Dubai, UAE with retail networks across the GCC and Egypt.
Department: Digital Team, Beauty Vertical
DURATION
January 2021 - March 2021
PROJECT TYPE
Product Design
THE CHALLENGE
Adding the Group’s loyalty program on checkout pages to ensure customers are able to redeem MUSE points, while ensuring the checkout process doesn’t become too long and complicated.
All designs were approved by the Head of Digital at Faces and the MUSE team.
TOOLS USED
Adobe XD: for designing and mapping interactions
Zeplin: for sharing files and design specs with developers
Jira: for product management, logging issues, and testing
MY ROLE, SCOPE & METHODOLOGY
Role: UX & UI Lead working alongside 1 junior designer (direct report). We worked cross functionally with IT (developers), and the Faces and MUSE teams.
Scope: Research, front-end design, design validation, and UAT prior to launch.
Methodology: Agile with 2 week sprints.
Problem Setting
THE FOCUS
The focus of this project was to create a seamless integration between Faces and MUSE. After Faces was developed and implemented, L’Occitane and YSL implemented MUSE on their checkouts as well.
THE REASON
MUSE was implemented in retail stores but not on the Group’s e-commerce websites — customers were only able to redeem their loyalty points in store which was one of the biggest pain points of our customers.
Checkout User Flows
After an initial benchmarking exercise and audits of multiple websites, we created 5 user flows.
USER FLOW 1
This is the happy path where the user is already logged into their Faces account and has their MUSE Loyalty account linked.
USER FLOW 2
The user is logged into their Faces account, but does not have their MUSE Loyalty account linked (we can either assume user has an existing MUSE account or just signed up for MUSE — both cases have the same flow).
USER FLOW 3
The user is not logged into their Faces account, and MUSE Loyalty account is not linked.
USER FLOW 4
The user does not have a Faces account, but has a MUSE Loyalty account (user needs to create Faces account to link MUSE to Faces).
USER FLOW 5
The user does not have either Faces or MUSE Loyalty accounts (e.g. guest checkout).
Order Confirmation Flows
USER FLOW 1
Logged into Faces account and MUSE account linked — happy path. In this flow the user sees how many MUSE points they earned on their order.
USER FLOW 2
Faces account logged in, MUSE not linked/created — in this flow the user sees how many points they can earn on their order if they link their MUSE account or create one.
USER FLOW 3
In this scenario the user opts for a guest checkout, in this flow the user is prompted to create a Faces account and enroll to MUSE.
