Endeavour Group Loyalty App UX Design

Project Overview

Endeavour X ALH Hotels operates over 350 licensed venues across Australia. A part of their new loyalty proposition included developing and building a customer-centric app to enhance the overall customer experience through rewards and benefits.

T&H engaged with Endeavour X with UX support to define the app's key feature: the gaming experience. Providing the ability for customers to gamble responsibly whilst in ALH venues and earn reward points to their pub + account.

Customer Objective

To create a seamless and valuable experience that prioritises reducing the impact of gambling harm through a frictionless opt-in and opt-out function, support and tools to make informed decisions that will ultimately create a holistic experience when inside ALH venues.

Business Objective

To provide customers with a responsible gaming experience that upholds the highest standards of integrity, aims to reduce the impact of gambling harm and maximises customer satisfaction and engagement.

Endeavour X (Endeavour Group)

Endeavour X is a part of The Endeavour Group, delivering personalised digital experiences to liquor and hospitality brands such as Dan Murphy's, BWS, Jimmy Brings and ALH Hotels. Endeavour X aims to provide the best of data, design and technology to bring discovery, convenience and experience to life.

Industry:

Food / Liquor / Gaming

Company size:

201-500 employees

Collaborated with T&H:

2022 - ongoing

T&H Services:

UX Research
Journey Mapping
Wireframing

Approach

Tortoise & Hare UX support collaborated within the Endeavour X Loyalty 3 squad, operating within an agile sprint environment. The team initiated its efforts by planning and prioritising the initiatives set for 2024 delivery. Their primary mission was to shape the gaming enrolment process and enhance the overall user experience. The UX support team's activities included:

Understanding user behaviours and habits to create user proto-personas, which would guide design decisions.
Conducting a comprehensive exploration into government policy regulations and customer attitudes towards gambling
Analysing competitors' apps within the same category to benchmark against industry standards.
Crafting user flows and wireframes to visualise and refine the user experience.

Results

Collaborating closely with the core ALH team, this approach defined the user enrolment experience for both gaming and non-gaming users within the pub+ feature. Ensuring a responsible gaming experience aimed to reduce the impact of gambling harm and maximise customer satisfaction and engagement.

UX Support deliverables served as a guiding roadmap for the UI designers and developers, allowing them to initiate the design and development of the feature.

Upon completion of the work produced by T&H UX support on the enrolment process, ALH welcomed a permanent UX designer to sustain the ongoing development of the pub+ gaming project, slated for a 2024 release. A thorough handover process was conducted to ensure a smooth transfer of responsibilities and tasks.