My Rewards - Customer Retention Mobile Application
My Rewards is an application used by users to get rewards,promos and places to store all their membership cards from various merchantsin Indonesia.
Project Overview
Background of this project is to completed design challenge from one of customer loyalty specialized company. They only give me theme of this challenge and expect me to find the problem by myself.
This application is a B2C app where customers can get rewards, promos, cashback from several productsmerchants and also to store all their membership cards in onethe place. And also this application has a delivery order feature where customers can orderorder delivery and get pts / use the voucher he had at the time of ordering delivery orders at several merchants who have collaborated with this application.
Process
Vision Validation
Although the primary focus of this project is the users, I thought it was also important to get some insights and think about the business goals of this applications. So I can identify what will make a product a success not only from what user's needs but also from the business side.
Business Goals
- Collaboration with each public transport company
- Wide market with quiet competitors
- High amount of users
- High retention rate
User Needs
- Schedule of arrival and departure
- One-gate payment system
Products Opportunity
- Booking and purchasing tickets can be done directly
- Ticket purchase packages for many types of transportation according to the route of departure
Based on Aaron Cecchini-Butler's writing in the article "A guide to loyalty programs — UX edition" there are three types of loyalty programs, Spend-based, Visit-based and Item-based. Each type of program has its own pros and cons. Therefore, the selection of the type of program needs to be seen based on the target user we are aiming for.
Competitive Analysis
I tried to do a competitive analysis on the AEON Point application, to see the flow and user experience in using the loyalty platform application.
There are several problems that became my main concern while using this application.
1. The registration is too long and the data request is too much which in my opinion there are some users who will be pleased to fill out the form such as work, monthly income, etc.
2. The interface that appears on the homepage is unattractive by displaying a carousel banner in 60-70% of the main screen.
3. Decision-making flow where “invite friends” becomes the main flow and is entered into the bottom navigation bar, where in my opinion only a small number of users will use this feature.
Based on the analysis that has been done, there are several conclusions that can be my basis for designing the loyalty platform app interface, such as:
1. User friendly design. Not only maximizing the user interface design but also the user experience flow, such as simplifying the registration process and requesting relevant data.
2. Maximize user flow. Decision making on existing features must be adjusted based on the user.
Benchmarking
According to Riley Panko's writing in the article "How Customers Use Food Delivery and Restaurant Loyalty Apps" shows that Starbucks US has the most used loyalty application. Based on this data, I want to try to find out the reasons that make the Starbucks US loyalty application often used and use it as benchmarking material in the interface design that I will create.
Starbucks US operates a spend-based loyalty platform, where for every $1 spent by a buyer, 2 stars are awarded. The star here functions as a point system which can later be exchanged by the customer to be exchanged for attractive rewards.
Starbucks US also provides other benefits such as being able to order in advance, so customers don't have to queue to order items, pay by phone to help customers who prefer digital payments, member offers as well as free birthday rewards and free in-store refills.
The most important thing that I think is one of the reasons why this application is used so often is the User-Friendly User Interface. Starbucks tries to maximize the features they have to make the user experience the same as if they were visiting the store via the app.
Proto-Persona
Before proceeding further, I try to define a proto-persona to make sure we have the same understanding about who is our target users.
Ideation
From the existing proto-personas, I try to maximize the opportunities and challenges that users have to be able to create products that solve their problems.
Vision Validation
Although the primary focus of this project is the users, I thought it was also important to get some insights and think about the business goals of this applications. So I can identify what will make a product a success not only from what user's needs but also from the business side.
Business Goals
- Collaboration with each public transport company
- Wide market with quiet competitors
- High amount of users
- High retention rate
User Needs
- Schedule of arrival and departure
- One-gate payment system
Products Opportunity
- Booking and purchasing tickets can be done directly
- Ticket purchase packages for many types of transportation according to the route of departure
Opportunity 1 - He likes to get a good reward for spending a little money.
Feature possibility : Visit-based platform which gives points based on customer visits
The disadvantage of this system is the inequality between people who buy 1 coffee and people who buy 100 coffees where they both get 1 point. I try to overcome this by using two types of loyalty, namely Visit-based and Spent-based so that the rewards given can also be more.
Opportunity 2 - Almost every week he visits a coffee shop, either alone or with friends.
Feature possibility : Create two types of member loyalty cards where customers who regularly visit the store every week get a much bigger profit.
Opportunity 3 - His friends don't really care about rewards.
Feature possibility : Transfer points from one member to another. Its function is to transfer points from passive members to active members so that retention continues and all parties benefit.
Challenges 1 - He doesn't like queuing.
Solution : Order ahead where users can order directly from the application and take orders when they are finished so there is no need to queue.
Challenges 2 - He's very frugal.
Solution : Providing rewards that are as good as visit-based and spent-based so that frugal customers can still get attractive rewards.
Information Architecture
Here I try to describe the Information Architecture of this application. Its function is to clarify the menu structure so that there is no flow that confuses the user. For the homepage and membership page, I will make it easier to understand
Homepage
Membership Page
Design
Vision Validation
Although the primary focus of this project is the users, I thought it was also important to get some insights and think about the business goals of this applications. So I can identify what will make a product a success not only from what user's needs but also from the business side.
Business Goals
- Collaboration with each public transport company
- Wide market with quiet competitors
- High amount of users
- High retention rate
User Needs
- Schedule of arrival and departure
- One-gate payment system
Products Opportunity
- Booking and purchasing tickets can be done directly
- Ticket purchase packages for many types of transportation according to the route of departure
Homepage
The homepage displays the cards and vouchers owned by the user where access is distinguished using tabs. Its function is to simplify the section and eliminate the navigation bar so that users do not need to access many pages. There are two ways to register for membership, the first is “Add Card” and the second is “Search Brand” directly. Both of these flows will both display a list of available brands.
Registrasi Membership
A list of brands will be displayed by providing options for users to search, filter and sort their search results. The data needed for registration is also not much and still relevant. Each brand has its own policy in making point rules, therefore these rules are always displayed after the user registers for membership.
Membership Page
Membership page consists of 5 menus, Order Now, My Vouchers, Challenges, My Points and Rewards. In the initial display, it displays a membership card that shows the points owned by the user.
Order Now
The Order Now menu allows users to order items using this application. Be it take away orders or delivery. The selected menu will be added to the cart before payment is made.
Order Detail
Users can still change their choice of take away or delivery orders before making a payment. In addition, the vouchers that they have exchanged in rewards can also be used for this payment so they only need to pay other fees.
My Vouchers, Challenges dan Rewards
My Vouchers displays all vouchers that the user has, whether they are still active or have expired. Challenges are gamification where users can take part in challenges to get additional points outside of the main points. Rewards provide various types of vouchers that can be redeemed and used by users.
My Points
My Points displays the history of points entering and leaving the balance. Users can also transfer points if they want to send points to other membership cards.
Live Prototype
Vision Validation
Although the primary focus of this project is the users, I thought it was also important to get some insights and think about the business goals of this applications. So I can identify what will make a product a success not only from what user's needs but also from the business side.
Business Goals
- Collaboration with each public transport company
- Wide market with quiet competitors
- High amount of users
- High retention rate
User Needs
- Schedule of arrival and departure
- One-gate payment system
Products Opportunity
- Booking and purchasing tickets can be done directly
- Ticket purchase packages for many types of transportation according to the route of departure
Final Statement
Vision Validation
Although the primary focus of this project is the users, I thought it was also important to get some insights and think about the business goals of this applications. So I can identify what will make a product a success not only from what user's needs but also from the business side.
Business Goals
- Collaboration with each public transport company
- Wide market with quiet competitors
- High amount of users
- High retention rate
User Needs
- Schedule of arrival and departure
- One-gate payment system
Products Opportunity
- Booking and purchasing tickets can be done directly
- Ticket purchase packages for many types of transportation according to the route of departure
The biggest challenge in doing this design challenge is the limited time coupled with the busyness of the author so that there is a process that does not have time to be carried out.
What are the next steps?
- More in-depth user research on each existing feature
- Usability test
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