How might we give customers a completely personalized rewards experience?
Not everyone likes free things. Rewards are more impactful when they are relevant to the person receiving it. Prioritizing relevant or limited rewards makes the customer more likely to act and use accrue rewards.
Role
UX Design
UI Design
Visual Design
Product design
Goal
Take the rewards portal to the next level
Create a VIP experience driven by special offerings
Illustrate how data ecosystem can influence and elevate reward choices.
I created the UI, user experience flows, visual design elements, screen layouts and conducted user testing.
Planning Phase
This experience was all about bringing value. Customers want their rewards dollars to matter and give them something they want. This personalized approach changed the current rewards platform into an engaging customer adventure.
The business analyst and I did a variety of research on personalization modes and personality types. Through this collaboration we agreed on a “personality test” type opening for a get to know you better experience.
To help frame why the experience was taking such a transformational approach I created project personas and story board examples to help cement the project team and leadership about who the customer is.
Design Phase
Using the personity type, customer transactions, historic data and profile, the system hand picks rewards based on how relative it is to the customer.
Historic transactions feed into options like credits (or gift cards) to places they would likely shop.
We also wanted to differentiate the experience with VIP offerings. Packages that the system can put together based on the customer so they can have an adventure. Exclusivity was also a though behind driving desirability - by offering the customer something they can’t get anywhere else, and maybe their friends can’t either makes the customer feel special.
Language
It was very important that the experience be fun, playful and easy to understand. All the content was written adhering to the company’s tone and voice guidelines however the execution comes forward as different then “i’m all business.” It was designed to directly open a conversation about how to use language and be an attractive offering based on how language is used
Research
I partnered with the research team to to a Pop-up lab allowing us to talk to 35 team members about the experience for direct feedback. Everyone agreed this was a very different type of rewards offering that they would be interested in using - if the way to accrue rewards was competitive and made sense to them.
Closing
This experience is being discussed by multiple Line of business leaders on execution and future planning. It was able to start conversations and I hope it can work it’s way into roadmaps for future implementation.