What is the Colleague Discount App?

What is the Colleague Discount App?

The Challenge

A mobile app feature released within Primark’s internal ZING platform, enabling over 80,000 employees to scan their photo ID and barcode at any till in their country to receive their staff discount

• Role: UX Designer (Research, Testing, UI, Blueprint, Copywriting)

• Timeline: Aug 2024 – Dec 2024

• Tools: Figma, Miro, Userlytics

The Challenge

Primark's "Your Voice" survey surfaced a need: colleagues wanted to access their staff discount across more stores, not just their home store. This app was designed to address: Limited store-based discount access, insecure discount code-sharing, difficult login / account recovery, low usage of ZING despite heavy internal promotion.

Colleague Discount

Colleague Discount

UX Design - Mobile App - Service Design
Primark project in collaboration with Sociable

UX Design - Mobile App - Service Design
Primark project in collaboration with Sociable

Goal:
Make colleague discounts easier to access, more secure, and usable in any store,
while improving the ZING platform experience..

Goal:
Make colleague discounts easier to access, more secure, and usable in any store,
while improving the ZING platform experience..

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Listening to Colleagues

Listening to
Colleagues

  • Two rounds of usability testing were conducted - one in person across three stores using a low-fidelity prototype, and a follow-up remote session with a high-fidelity version to validate updates.

  • 20 colleagues were tested in total across four locations, ensuring diverse feedback on app clarity, copy comprehension, and discount accessibility.

  • A service blueprint was developed after early testing revealed a major friction point: colleagues frequently struggled to log in, recover accounts, or even access the ZING platform - a critical insight that was not part of the original scope.

Research

Research

Key Insights

  • 14 out of 15 users struggled with ZING login or account recovery

  • The prototype was praised for simplicity, clarity, and accessibility

  • Photo ID + time-stamped barcode improved security

  • Revised UX copy was easily understood by all participants


Low-fi Prototype & Early Testing

Created and tested a low-fidelity prototype in person across 3 Primark stores, testing 15 colleagues through semi-structured usability sessions.

Low-fi Prototype & Early Testing

Created and tested a low-fidelity prototype in person across 3 Primark stores, testing 15 colleagues through semi-structured usability sessions.

Low-fi Prototype & Early Testing

Created and tested a low-fidelity prototype in person across 3 Primark stores, testing 15 colleagues through semi-structured usability sessions.

Iterated High-Fidelity Design

Refined visuals, UI, copy, and flow based on early insights. Designed a polished high-fidelity prototype for further validation and deployment preparation.

Iterated High-Fidelity Design

Refined visuals, UI, copy, and flow based on early insights. Designed a polished high-fidelity prototype for further validation and deployment preparation.

Service Blueprinting

Mapped the full login and support experience in Miro to uncover friction points not originally scoped — including password resets, account lockouts, and comms gaps.

Service Blueprinting

Mapped the full login and support experience in Miro to uncover friction points not originally scoped — including password resets, account lockouts, and comms gaps.

Remote Testing & Finalisation

Conducted a second round of usability testing with an updated prototype. Validated accessibility, content clarity, and security patterns before final handoff.

Remote Testing & Finalisation

Conducted a second round of usability testing with an updated prototype. Validated accessibility, content clarity, and security patterns before final handoff.

My Process

My Process

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Other Projects

Other Projects

PHYTER
Mobile Fitness App

A solo university project designing a gamified fantasy fitness app

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PHYTER
Mobile Fitness App

A solo university project designing a gamified fantasy fitness app

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Customer Service Revamp

Conducted a UX audit and redesigned Primark’s Help Centre experience.

Read Case Study

Read Case Study

Customer Service Revamp

Conducted a UX audit and redesigned Primark’s Help Centre experience.

Read Case Study

(Service Blueprint)

Outcomes

Reflections

  • Conducted 2 rounds of usability testing with 20 colleagues across 4 locations (in-person and remote)

  • Designed and shipped a fully functional discount feature within the ZING app, now used by over 80,000 employees

  • Increased app usage from 40% to 65% and boosted employee spend by 8% post launch

  • Delivered a full service blueprint to identify login pain points and supported rollout with UX-focused comms

  • Learned how blueprinting can reveal out-of-scope user pain points that impact product success

  • Saw firsthand the importance of UX copywriting in creating clarity and building trust

  • Gained confidence running and synthesising usability tests - and iterating based on feedback

  • Realised how critical collaboration across teams (UX, tech, content) is for a smooth product release



(Service Blueprint)

Key Insights

  • 14 out of 15 users struggled with ZING login or account recovery

  • The prototype was praised for simplicity, clarity, and accessibility

  • Photo ID + time-stamped barcode improved security

  • Revised UX copy was easily understood by all participants


Outcomes

  • Conducted 2 rounds of usability testing with 20 colleagues across 4 locations (in-person and remote)

  • Designed and shipped a fully functional discount feature within the ZING app, now used by over 80,000 employees

  • Increased app usage from 40% to 65% and boosted employee spend by 8% post launch

  • Delivered a full service blueprint to identify login pain points and supported rollout with UX-focused comms

Reflections

  • Learned how blueprinting can reveal out-of-scope user pain points that impact product success

  • Saw firsthand the importance of UX copywriting in creating clarity and building trust

  • Gained confidence running and synthesising usability tests - and iterating based on feedback

  • Realised how critical collaboration across teams (UX, tech, content) is for a smooth product release