Currently the #1 Dining Membership Program in Singapore, we launched Burpple Beyond in July 2018, where members enjoy 1-for-1 deals at hundreds of curated restaurants. This dining membership saves members time and money, while bringing a new level of enjoyment and possibility to eating out.

Burpple Beyond was conceptualised in Dec 2017 with the idea to give people one more reason to enjoy food and try out new places. Code named Burpple Magic the magic potion was to give our users promotions or discounts to help them discover new places to eat and to save money.
From research we also discovered 4 of 5 restaurants close down due to high rents and not enough customers especially during the off peak periods.
So we created Burpple Beyond two membership plans:
Off-Peak - Users would get to enjoy 1-for-1 meals at partner restaurants during off-peak hours for just $4/mo.
‍All-Day - Users would get to enjoy 1-for-1 meals at partner restaurants at any time of the day for just $9.90/mo.

I was the lead designer of this project and worked closely with the product team to create a brand and a product which will create an impact in the F&B industry and also our competitors.

Our target were between the ages of 25 - 40. These users would be working professionals and with families who can afford the membership plan. According to market research these users can use Burpple Beyond for Business Meeting, Date Nights, Family Nights and with that not only they can try out new places to enjoy but also save money in the process.

Few consideration we kept in mind:

Our process of brainstorming was simple. Get the product team inside one room, hand them markers and start writing ideas and concepts on the white board. From those daily and weekly sessions we ideated on pricing plans, landing pages and the user journey of Beyond.

We did the wireframing and prototyping on sketch. Even though paper doodling was convenient, doing wireframes on sketch was faster and can be shared with internal users to get feedback and ideas.

On the app we wanted to create a journey where users could use Beyond deals in the fastest way possible. To create this experience we had to create a simple activation flow where we could easily guide our users through the process of purchasing a subscription and enjoy the deals. Users could also enter a promo code from their friends or from Burpple and get discounts on their plans.

ONBOARDING
To give users the hand-ons knowledge of how they could use their new membership plan we create this set of on-boarding screens where we educate users on how to use the app and redeem deals.

REDEMPTION
To create our redemption flow we had to work closely with Merchants to understand the most convenient way for our members to redeem deals. From user feedback we knew, users didn't like handing over their phones to the merchant to redeem deals which they had to do for entertainer. So we created a simpler seamless process to redeem deals. All deals were shown on the respective venue pages and from their user can see which deals they can use.

On the redemption details screen users could see important notes on what dishes would be part of the deal, any additional information from the merchant and validity of deals. Next users had to make sure they are at the correct store and that someone from the venue is viewing them redeeming the deal. And thats all, deal redemption was done. Merchants had to note down the ID number before honouring the deal.

MEMBERSHIP DETAILS & CANCELLATION
Our members could easily access membership information from settings where they could see their referral earned months, start date of their membership and next payment date. Users could change their card details for auto-renewal as well as choose to cancel their membership anytime.

BEYOND TAB & REDEMPTION HISTORY
Our app was known for food discovery and our strong community. With the creation of Beyond Tab we wanted to give our users a dedicated space to search and discover Beyond merchants, redeem deals, see their savings and view their membership plan.
From our experience in Burpple we realised that our users are the best marketers. So we created a referral program to help our users spread the word to others and benefit from it. Users could share their referral code with other and the referee received 20% discount on their membership plan and the user got one month free added to the own membership.

MICRO-INTERACTIONS
As a product designer we need to look at a user's journey from a micro and macro level. One of the key things to a delightful and streamlined user flow is micro interactions. Below are some examples of micro interactions we specified for this project.

We had a great time creating this product and the numbers show how much our users love using Burpple Beyond including me.