CCC Club - UX Case Study

Why

CCC is one of the biggest Polish footwear and fashion companies.

How big, you might ask? 1 in 5 Poles is a CCC Club member.

The CCC Club is more than just a loyalty program. It's a multi-channel system, featuring:

• A rewards program linked to customer spending
• Physical membership cards
• Brick-and-mortar stores
• Discounts from CCC Club partners, and many more features

Having existed for over 10 years now, CCC Club has been facing numerous challenges, including:

• Tech debt
• Design legacy
• Outdated brand perception (CCC has gone through a major rebranding recently)
• Moving CCC Club cards from physical to digital formats

View the CCC Club landing page (in polish)

What

As a member of the Experience Design Team, I was responsible for assessing the current state of UX in the product and coming up with possible strategies to implement.

Project objectives

1. Identify and address major client pain points throughout the Customer Journey.
2. Define and prioritize short-term and long-term improvement opportunities.
3. Design ready-to-implement solutions.

How

The project was based on cross-team collaboration. I started by bringing together the CCC Club team, marketing specialists, data analysts, and software developers.

During the kick-off workshop I facilitated, we aimed to understand the core of the CCC Club: user profiles, product data, user interactions, common issues, and user journeys. Apart from these new findings, we also worked with previous UX research insights.

Key tasks

• Conducting a thorough user journey audit
• Gathering and analyzing both qualitative and quantitative data
• Identifying quick wins for immediate UX improvement
• Developing a UX strategy and a corresponding development roadmap
• Creating designs aligned with the product roadmap

Main challenge

CCC Club has been around for over a decade now. During that time, the UX standards and user expectations have evolved. The CCC Club was doing well business-wise. To keep it that way, we need to adapt it to the current state of things.

Deliverables

Main outcomes

1. An in-depth report with actionable recommendations for improving the user experience, with business value in mind.
2. Close-knit collaboration between teams, closer than ever before (thanks to a series of workshops I conducted).
3. Setting up short-term and long-term UX strategies for the CCC Club.

UX strategy

An in-depth UX strategy, outlining the current state and future development plans.

UX audit

A detailed UX audit, identifying over 30 issues and proposed solutions.

Development roadmap

A Jira roadmap based on the UX audit and strategy findings.

(visuals unavailable, sorry!)

Low hanging fruit

Identified over 10 high-impact, low-effort initiatives using the Eisenhower Matrix.

Selected designs

Based on these deliverables, I designed solutions for opportunities identified in the CCC Club UX strategy. Due to my NDA, I can only provide brief descriptions and overviews of 3 major projects:

1. CCC and HalfPrice sign-up flow

Challenge: HalfPrice is an off-price store and a part of the CCC Group. Until now, the sign-up and the Club experience were separated.

This project was particularly challenging, as it required cross-platform designs, including the CCC app, CCC website (mobile and desktop), and the HalfPrice website.

Solution: Considering the shared user base between CCC and HalfPrice, I redesigned the sign-up flow for both brands. The designs were later refined using the Rapid Iterative Testing and Evaluation (RITE) method with CCC Club members and prospects.

2. New CCC Club landing page

The existing CCC Club landing page was already getting a lot of traffic from various sources (e.g. ads and press releases), and yet, it left a lot to be desired. We decided to redesign it, with a special focus on the following goals:

• Help new visitors understand how the Club works
• Display available vouchers (value proposition)
• Allow physical card users to easily check their Club Status (reward program level)
• Increase conversion (the number of new sign-ups)

Check out the prototype and see it in action:

Doesn't work? Open in Figma

3. CCC Club dashboard

The CCC Club logic is complex, to say the least. Users have a hard time figuring it out, and it turned out to be a significant pain point we discovered along the way.

A good place to start was the CCC Club dashboard. It's a hub where Club members can learn about their rewards, track their purchases and earned points, as well as get more information about the Club.

Main challenge: Club members don't know their current Club status. They don't understand the benefits coming with a higher status.

Objective: Increase discoverability and usage of the Club status feature.

Proposed solution: To make sure users understand the relationship between their purchases and CCC Club points, I combined Club dashboard within orders list.

Instead of an orders list, the users now see an entire activity log. In there, they don't only get notified about updates on their order but also all things related to the CCC Club (e.g. reaching a new level or unlocking a new reward).

Check out the design concept:

Doesn't work? Open in Figma

The process

1. Define objectives

Together with the Head of User Experience, we defined the goals and the timeline for this project.

Challenge: The CCC Club never had a dedicated UX professional. Throughout the years, this led to many inconsistencies and usability debt.

Solution: Define how the UX Team can reduce usability debt and create a UX Strategy based on our findings.

Method: To reach this goal, we agreed on using multiple methods, including the Opportunity Solution Tree.

2. Desk research

Challenge: Over the years, the company already gathered plenty of data on our target group, including user studies, quantitative data, and session recordings (HotJar).

Solution and method: Based on these sources, I built a knowledge base to support my design decisions.

3. UX audit

Challenge: Find opportunities for improvement and define areas that need more research.

Solution: Conduct a UX Audit.

Method: I used the cognitive walkthrough method and focused on digital touchpoints only.

5. Series of workshops

Challenge: Communicate the findings across different teams and decide on next steps together.

Solution and method: After a short summary presentation, I facilitated a series of workshops with multiple teams.

6. UX strategy and audit report

After the workshops, I summarized all findings into two documents focused on opportunities and solutions.

7. Low hanging fruits

Using the Eisenhower Matrix, I conducted a workshop with peers and stakeholders to find ideas with high impact and low effort.

8. Roadmap

Together with UX Manager, we prepared a development roadmap for the CCC Club and introduced epics to measure progress and define workload.

9. Designing

Every solution I designed was a separate project. In this case study, I am briefly describing 3 of the 8 major projects I worked on.

Conclusion

Final steps: The strategy, the roadmap, and the designs were delivered to CCC Club Team. The team is now in charge of all further design decisions, both long-term and low hanging fruit.

Areas for improvement: At one point, the UX team focused mostly on designing, and not as much on the new UX strategy. Because of that, we stirred away from the long-term vision.

Looking back, I see we could also include business and data analysts earlier in the process, to set up long-term metrics that would help us validate our work. Even despite that, we reached our main goal at the time: agile and fast design process.