This is the current rewards program, Brilliant Distinction®.
Brilliant Distinction® is a rewards program for Allergan® aesthetic treatments and products, like BOTOX® Cosmetic. Currently, the program is being revamped and rebranded to a new program, called Allē.
The goal of this research initiative is to
We synthesized previous user study data by grouping them into major themes.
We began the research project with a detailed audit of previous user studies on aesthetic treatments. We revisited some of the videos and findings to grasp baseline understanding. We then grouped the highlights into topics that are of value to this specific project.
We drafted a research plan and listed out the research questions we would like to find answers for.
We then drafted a research plan to decide what user cohorts with what research methods we would like to move forward with to help us achieve the research goal. I first listed out some research questions. This is to help me validate if we will be able to answer these questions after the research.
This is a mini card-sorting exercise we did with the users to understand their priorities in finding a provider.
Since it is at an early exploring stage, we planned the research to start with an open conversation on users’ current aesthetic treatment habits and behavior with a mini preference/card-sorting exercise. This is to understand the common behavior trends including
One of the biggest challenges we were facing when using usertesting.com as a recruiting and testing platform was that we encountered some “fake” profiling users which polluted our user study results. Though usertesting.com was able to replace those testing sessions, since this study will be in a live conversation format, we would like to make sure we are only talking to the right user base intended.
How our recruiting survey evolved.
Hence, we did a couple of test trials with some unmoderated user studies to see if there’s an effective screening survey to help us rule out unqualified users and build a panel to deploy for future user study needs as well. For example, instead of asking are you a BD member, asking which of the following loyalty programs with some “fake” loyalty programs are you participating is more effective than a yes/no answer.
I then conducted the studies with 5 users remotely with the help of my team members to take notes and cancel bias.
One of the user interview sessions we conducted.
In hindsight, utilizing a remote testing tool is a convenient and economical way to conduct studies in a short period of time, but a face-to-face interview might be more interactive and will be able to observe users' reactions better. Also, in our case, a contextual research to visit a healthcare provider office to watch how a user is getting his/her first consultation and asking relevant interview questions at the moment might also be of value if time and privacy allowed.
After this first round of user studies (plus some previous user study data and recordings), we did a one-day long workshop. Together we listened to all the relevant recordings, and jogged down outstanding, repeated insights. Then we shared and grouped them in an affinity map to help us organize thoughts and generate hypotheses.
We created this gap table to help guide our next steps.
Based on the findings so far, we were able to identify some behavioral variables and trends, so we listed them down with our hypotheses and assumptions, and then looked at our existing knowledge to decide what will be our next steps to bridge the gap if it’s a more in-depth qualitative user interviews, surveys or data collection.
Some of the data that we collected with the help of our data analyst.
To bridge the gap mentioned, we generated a list of data collection questions and worked with a data analyst to get some of our questions answered.
We conducted a card-sorting exercise and sent out a survey to get more quantitative findings.
This is to collect quantitative findings unavailable through current site data to bridge the gap between our assumption and existing knowledge.
The 2 lean personas of our primary users.
At this point, we felt that we have a clear picture of what our primary and secondary persona might look like, but we decided to keep it “lean” based on the following considerations
I was tasked to map one of the user journeys - considerers - our secondary persona, but has the potential to be converted into a primary persona.
I started with identifying each stage and noted down all the key quotes/moments/findings in each stage.
I then organized them into relevant experience actions with the current loyalty program. After that, I imagined what the experience will be like after we launched the new loyalty program - how can we optimize the experience based on what we know?
With the comparison of before and after experience, I brainstormed the opportunities for us in each stage.
I turned the sticky-notes into a more detailed and thought-through journey map.
One of the design experiments we proposed.
We were able to generate 2 main user personas and user journeys for the team to understand users’ needs and experience pain points. We were also able to suggest design projects and product roadmap based on priority from experience improvement and UX experiments perspective.