Fuelling Up on Feedback: Circle K’s Customer-Led App Redesign

Challenge

Circle K was planning a major revamp of its main app. With a new prototype ready to be launched, the company wanted to ensure it offered the best navigation experience and communication clarity. Moreover, Circle K wanted to test the effectiveness of its new loyalty programme, and to confirm users would understand and utilise it at launch.

Solution

Sonar tested Circle K’s prototype using the ‘Prototype User Testing’ study from its insights marketplace. To ensure the lowest level of bias on the new prototype, Sonar evenly recruited participants between app users and non-users across different markets. Sonar then interviewed the participants and aggregated their feedback into a set of actionable insights.

Results

The test confirmed Circle K’s doubts about its new program: most customers liked the idea but found the overall message confusing. Additionally, the test showed that customers appreciated the updated features and sections, but suggested making the app more personalised to their needs and improving the readability of the icons.

Impact

Circle K got the customer validation it needed to cut decision time by up to 50%, streamline development efforts and roll out a new app with enhanced navigation and value to its customers.

How Saxo Bank’s Customer-Centricity Led Digital Innovation in Private Investing

Challenge

As a platform provider for multi-asset trading and investment, Saxo Bank strives to empower people with a user-friendly and personal platform experience, no matter if they want to actively trade global markets or invest in their future.

Therefore, Saxo Bank wanted to understand the use and satisfaction with the current solution, as well as apply an iterative process to optimise and further develop their solution.

“The investor platform is the core of the offering to our customers and a key differentiator. Staying ahead of our competitors by exceeding market expectations to the customer experience is a constant strategic priority.”

Martin Christiansen, Head of Platform at Saxo Bank

Solution

To get the best overview, the bank ran iterative tests using the Sonar platform with several investors, from evaluating the existing platform to prototyping until launch.

Results

By helping assess elements across the platform, the bank gained insights into their customers’ opinions: what drove them to use the platform, as well as what they could improve. This helped speed up development while optimising new functionality, features and content.

With easy-to-access customer insights from both the mobile and desktop versions, Saxo Bank was able to place its platform to be one of the most responsive on the market.

Impact

Through Sonar, Saxo Bank was able to gain the right insights and involve its customers in assessing and optimising its platform. Thus, it managed to steer digital development in a way that was actually useful to its target audience. It was an instant success for the bank, as it went on to win the 2019 Active Trader Award for Best Platform.

ReSound: Empowering Tinnitus Sufferers with a User-Centered Design

Challenge

As one of the leading apps for relieving and managing tinnitus, maintaining and improving the Relief app is a priority for ReSound. Since the app was launched, it has gained popularity in the app store, and ReSound wanted to explore its potential for further growth.

While their current user base was solid, ReSound wanted to better understand the app’s perceived value as well as the user experience of first discovering and exploring the app after the initial download.

Solution

Working with the Relief team, we designed an app customer research study that would target people with varying degrees of tinnitus in the USA, who were not current users of the Relief app.

The study focused on different features within the app and asked participants to explore the app while giving feedback on what they found valuable and most useful.

Results

The results helped validate many of the Relief product development team’s original hypotheses. They also highlighted some areas of concern for them to focus on and address before re-launching the app.

Impact

The Relief team at ReSound gained a much clearer understanding of the daily lives of people living with tinnitus. With rich qualitative insights, the company work was able to integrate the voice of its customers into its development process, making customer-inspired decisions with no delay.