enhancing the experience for Bliss customers, a new mobile app 0→1
In a culture where appearance is everything and time is highly valued, Bliss makes it quick and effortless to keep your car looking super fresh
From our chats and our research a few things stood out to us:
customer frustration
Customers were calling in often...
causing time wasted for customer service reps and costing the business moneyAlmost everything required being in-person...
unnecessary friction reducing opportunity for ‘single wash’ purchases from non-members
drop off
People are turned off by the membership pitch...
lowering # of subscriptions, possibly leading to losing non-member customers completelyPeople sign up for 2.5 mos then cancel...
reducing recurring revenue (MRR/ARR)
engagement
Bliss can only connect with customers in-person or email...
extremely limits ability to engage/interact, losing opportunity to strengthen 💪🏼 brand perception, nudge customers, and etc.
We needed to create an extension of the in-person experience that would make the whole thing super low friction for customers—providing a sense of ownership and ease.
I know it seems obvious that a tech-forward car wash company would need an app for it’s membership service... Bliss didn’t have all of the resources in order to do this. They were getting by with a simplified web experience and the customer support team.
This prompted many hard conversations around user experience. We wanted the app to enhance the current experience without getting in the way too much. A few things we were aiming for:
strengthen relationship with customers
provide more flexibility and ease in the service
increase the value all customers get
give more ownership
provide a clear, easy way to subscribe when they're ready
Making it easier for customers to do things on their own
reducing # of customer support calls, saving money
in our pursuit to empower customers and reduce reliance on customer support, we implemented key features to enhance self-service capabilities:
Manage account info: Easily update personal details for a tailored experience.
Update Credit Card Info: Seamless management of payment methods.
Add Vehicle: Effortlessly expand your profile to include additional vehicles.
Upgrading Membership: A straightforward process to enhance subscription benefits.
result
Our focus on these functionalities resulted in a notable reduction in customer support calls, translating to a cost savings for the business.
Account Management. Easily update account info, credit cards and see payment history.
Membership Management. Easily update, add or remove vehicles for the unlimited wash package.
Improving the experience for non-members
less friction for purchasing and upgrading to a subscription
In a bid to create a smoother path for non-members, we prioritized features to simplify the user journey:
Subscribe to a membership: A hassle-free process to join our community.
Buy one-time wash codes: Providing a flexible, one-off solution.
More self-service experience: Enhancing accessibility and convenience.
result
Bliss stakeholders told us that they were seeing new memberships and one-time washes coming directly from the app—an important goal for the Bliss team.
Single-Use Washes. Easily buy single-use washes, see your history and quickly access your wash codes.
Membership Setup. Quickly setup a monthly membership for your vehicle—get unlimited washes and more.
Enhancing the value for customers
aiming to reduce churn + increase sales
To foster customer loyalty and drive business growth, we concentrated on enriching the overall customer experience:
Loyalty points amount: Rewarding our customers for their continued patronage.
Notifications (deals, etc.): Keeping customers informed and engaged.
Easy use of vacuum codes: Simplifying additional service utilization.
Rewards: Providing tangible benefits for increased customer loyalty.
result
Customers showed increased enthusiasm for the loyalty program, better awareness of promotions via notifications, and effortless use of additional services.
*While specific quantitative metrics are not available, anecdotal evidence and feedback provided by the Bliss team indicate a positive impact on customer satisfaction and engagement.
Loyalty Rewards. Earn, redeem and track your rewards—simply earn points by just being an active customer.
Bliss Sweepstakes. User your rewards points on more than just your vehicles—use points for fun sweepstakes.
With strong adoption of the app and positive feedback from customers, Bliss was genuinely thrilled with the overall success of the new app.
I can't provide specific quantitative metrics; however, the Bliss team did provide my team and I with more general outcomes during the months after we launched the new app.
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Reduced number of customer support calls
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Strong adoption by both members and non-members
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New monthly membership purchase through the app
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On top of all of this, this project lead to Bliss continuing to work with Solid Digital moving forward. And explicitly asking to work with me when the project was product focused. A win for Solid Digital and a huge personal win for me 🤩
This is one of my most rewarding projects as a designer.
Looking back…I noticed some insights about myself as a design and things I would do differently if I were to do this project again.
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This project a great opportunity to grow my communication and collaboration skills. Collaborating with different roles from the bliss team including, CEO, Back-End Engineering lead, their product designer.
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If I could go back, I would have suggested a longer timeline so we could gather insights via customer support and surveying users (using affinity mapping to categorize and prioritize the insights).
*we did have someone from customer support involved throughout the entire process which was a nice way to supplement the ideal process as a trade-off for time to launch.
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Looking back I realized how much joy I get out of collaborating with my cross functional peers.
During the project I had a blast jamming with the engineers on my team while designing the UX. I loved digging in to come up with different possibilities based on the technical constraints.
*I've also always found that they have great ideas but are too shy to share them outside in larger forums.
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