Application of Over 300 Machine Learning-Based Preference Prediction Models, Enhancing Personalized Services
[Asia Economy Reporter Ki Ha-young] Lotte Card announced on the 18th that it has completely revamped its mobile application 'Loka App,' enhancing the design and content with a customer-centric approach.
This full app overhaul is the first in four years since 2018. From the customer's perspective, the user interface (UI) and user experience (UX) were improved to increase convenience, and an advanced preference prediction model was introduced to strengthen personalization features. Additionally, various services accessible to non-Lotte Card holders were implemented in the app.
First, Lotte Card reorganized the service layout and structure based on customers' service usage flow, enabling customers to use the app more comfortably. Frequently used features such as Card Manager, card usage information, last month's usage amount, and billing statements were placed at the top of the app for easy and quick access to necessary information.
Moving away from a rigid, system-based digital tone, a UX writing guideline based on human communication was established and applied to all sentences and words in the app. Unnecessary expressions were boldly removed, and consistent, simple expressions were used so that customers can grasp the core information at a glance.
Lotte Card analyzed customers' usage patterns and consumption tendencies using machine learning and developed over 300 preference prediction models to refine the app's personalization services. The Loka App uses these models to provide customized information in a timely manner through a feed format. The feed allows users to view content by scrolling the screen, enabling quick access to personalized posts, events, and touch benefits with a simple scroll.
Furthermore, even without owning a Lotte Card in their name, customers can register as associate members to use the app services, thereby expanding the customer base. Associate members can use open banking services that allow them to check all their accounts and card billing amounts at once, and teenagers using the teen allowance card, Tiny Pass, can check their balance and usage history within the app. Lotte Card plans to add various services for associate members in the future to enhance customer convenience.
A Lotte Card official stated, "This complete overhaul focuses on providing necessary information and benefits conveniently and easily to various members based on data," adding, "We will enhance digital competitiveness by offering differentiated services unique to Lotte Card not only to regular members but also to non-credit/check card holders, individual business owners, and corporate customers."
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