Filmstaden

Mobile App

I led a four-week redesign of Filmstaden’s loyalty and “My Pages” experience across iOS and Android to increase sign-ups and attach rates for tickets and concessions. After auditing the current flows and aligning on success signals, I reframed the value proposition, simplified and sequenced sign-up, re-architected “My Pages” around frequent tasks, and added contextual purchase prompts. I prototyped, tested, and iterated quickly; participants reported higher clarity and motivation. The work shipped with developer-ready specs and a clear measurement plan to track conversion, repeat use, and attach rate.

My role

Lead UX Designer

Team

Visual Designer
Project Manager

Project name

Loyalty and My Pages Redesign (iOS & Android)

Timeline

4 weeks

Year

2019
2020

Constraints

Parity across iOS & Android.
Keep scope focused enough to build.

Problem

The apps offered limited motivation to join or engage with the loyalty programme. The sign-up journey was long and generic; “My Pages” mixed account admin with loyalty content, burying common tasks. The business goal was twofold: increase loyalty sign-ups and drive more ticket and concession purchases.

Challenge

Make the value of joining obvious at entry.
Reduce friction in sign-up (steps, errors, uncertainty).
Restructure “My Pages” so frequent tasks are immediate.
Introduce contextual prompts to increase attach rate for tickets/snacks.

Solution

A benefits-first entry to the loyalty programme with clear reasons to join and what to expect.
A guided sign-up flow with fewer steps, inline validation, and visible progress; non-critical fields deferred.
A re-architected “My Pages” with quick actions and clear sections (Rewards, Activity, Tickets, Account).
Contextual prompts that link loyalty moments to purchase flows.
Robust states and error handling documented for implementation.
Platform-specific UI with shared logic to balance parity and native usability.

Results

Participants found the join flow clearer and faster, with fewer hesitations.
Users better understood loyalty benefits and progress, increasing stated intent to join.
Navigation of “My Pages” improved; common tasks were discovered and completed more quickly.
Contextual prompts were perceived as helpful rather than intrusive when timed to intent.
Developer-ready specifications reduced ambiguity and rework.

Research

Activities

Current-state audit of sign-up, loyalty touchpoints, and “My Pages.”
Heuristic review against mobile UX and loyalty best practices.
Light stakeholder interviews to capture constraints and success signals.
Rapid qualitative testing with interactive prototypes to validate changes.

Insights

The value proposition for joining was fragmented; benefits were not visible up front.
Sign-up mixed critical and non-critical fields, with unclear progress and distracting CTAs.
“My Pages” lacked a clear IA; common tasks were slow to find.
Minimal cross-sell prompts within loyalty contexts to nudge ticket/snack purchase.

What we measured during the project

Task success
Time on task
Hesitation/error points
Stated clarity and motivation in usability tests

What to track post-launch

Sign-up conversion and step-level drop-off
“My Pages” feature usage/return rate
Ticket and concessions attach rate from redesigned paths
NPS/CSAT for members

Process

1. Discover

Audited flows
Mapped pain points
Captured business goals and technical constraints

2. Define

Set design principles and success signals
Prioritised scope to fit four weeks

3. Design

Produced information architecture
Produced user flows
Produced high-fidelity, platform-specific prototypes

4. Test

Ran scenario-based tests on join, benefits comprehension, navigation, and purchase prompts

5. Iterate

Tightened copy
Reduced steps
Reordered tasks
Adjusted component behaviours

6. Handoff

Developer-ready specs with states and edge cases
Findings report and next-step roadmap

Key decisions

Lead with benefits before effort

Add a benefits-forward entry screen with concise copy, preview of rewards, and FAQs.

Rationale

‍Motivation rises when users see value before forms.

Shorten and sequence the sign-up

Break long forms into guided steps with progressive disclosure, inline validation, and persistent progress.

Rationale

Reduces abandonment and cognitive load; preserves momentum.

Separate concerns in “My Pages”

Reorganise IA into clear sections—Rewards, Activity, Tickets, Account—with quick actions above the fold.

Rationale

Frequent tasks become fast; users don’t hunt through mixed content.

Contextual purchase prompts

Surface ticket and snack prompts at moments of intent (e.g., after checking points or activity).

Rationale

Increases attach rate by meeting users where motivation is highest.

Error handling and recovery

Specific error copy, saved progress, and obvious recovery paths.

Rationale

Protects user effort and reduces drop-offs from avoidable errors.

Platform parity with native feel

Shared patterns and behaviours adapted to iOS/Android conventions.

Rationale

Consistent mental models without breaking platform expectations.

Footnotes

Risks and how they were managed

Scope creep in four weeks: impact/effort triage, staged backlog.
Platform divergence: shared pattern library plus platform-specific components.
Overloading “My Pages”: clear IA and visible quick actions to keep tasks immediate.

What I’d do next

A/B test entry variants (benefits emphasis, social proof, copy).
Personalise prompts based on viewing/purchase history.
Add lightweight progress nudges (e.g., “50 points to next reward”).
Instrument event tracking tied to the success signals and iterate monthly.