Enhancing the user experience of the loyalty program
Print on demand company | 1+ year | UX/UI, research, usability testing, visual guidance
Discovering the challenge
This case study details the overhaul of a print-on-demand company's loyalty program, focusing on UX/UI improvements and engagement tactics. After being initially overlooked, the program became a key focus, leading to the need to enhance usability. The process involved researching best practices in reward systems and creating UX architecture, visual systems, and email communication. This approach significantly improved the customer experience and engagement, demonstrating the business impact of a well-executed loyalty program. I showcased several UX processes I led while working on this loyalty program.
" In today’s competitive market, a well-executed loyalty program can make the difference between a one-time purchase and a lifelong customer"
*Forbes
Store credits research
Objective: To assess leading loyalty programs, gather insights, and identify competitive advantages through thorough analysis using Figjam.
The goal of the research was to identify best practices for improving loyalty programs, aiming to boost customer engagement and business performance seeking to offer insights into creating effective loyalty programs that drive customer satisfaction and competitive advantage.
The study examined store credits, rewards, and points systems via desk research, focusing on how leading brands boost customer loyalty and retention. It explored their strategies and the benefits of these loyalty programs.
Using Figjam, we analyzed top loyalty programs, documenting screenshots and notes. Insights were gathered to understand competitor strategies, features, and user experiences, aiding in the identification of key learnings and opportunities for improvement.
After thoroughly reviewing the selected loyalty programs, we commenced documenting all insights and findings within a Google Sheets document.
As a next step, we made a presentation to share what we found and suggest ideas with the whole team. The presentation had two parts: first, we discussed our research findings, and then shared tips about making the loyalty program more fun and engaging.
To help the team visualize the improvements, I dedicated time to creating ideation prototypes. These prototypes demonstrate how the proposed enhancements would function and appear in practice. Additionally, I collaborated with the creative team to develop a new visual concept. These visuals were later used in other loyalty program initiatives and email communications as well.
Enhancing Subscription Renewal Process
Objective: To transform the existing loyalty program from a single-purchase model to a subscription-based model, accommodating new business requirements and enhancing user engagement and retention.
This project focused on redesigning the loyalty program into a subscription service. It involved creating new user flows for different categories of users: new, inactive, cancelled, and legacy non-subscription users. The aim was to ensure a smooth transition to the subscription model for all user types, improving the user experience and fostering long-term engagement.
Flows were also created for web mobile and mobile application.
For the next iteration, we focused on managing payment methods, taking into consideration all scenarios and user roles.
Exclusive Discounts and Campaigns for Loyalty Program Members
Objective: To design and implement a user experience strategy for offering exclusive discounts and campaigns to loyalty program members, including a couple of seasonal campaigns.
This project focused on enhancing the loyalty program with unique discounts and promo campaigns, leveraging workshops with the team to brainstorm and refine the concepts. The efforts aimed to improve the user experience by offering exclusive deals encouraging member engagement and loyalty. By successfully executing these strategies, the project not only increased member number and satisfaction.
Brainstorming session on exclusive benefits for loyalty program members
The project brought together creative, marketing, and product teams. To ensure everyone was aligned and to facilitate knowledge sharing, I led a brainstorming session. Before meeting, I prepared a FigJam space for participants to post ideas and inspirations. Using a 4-up activity format, everyone selected their top ideas from peers' contributions, narrowing them down to the best one. This process emphasized clear communication, with participants presenting their ideas before selection. This collaborative effort not only sparked innovation but also enhanced team cohesion, making it a key step towards our project's success.
Loyalty program members unique discounts and points earning
This initiative introduces exclusive discounts and versatile points-earning options for loyalty program members, aiming to boost engagement and loyalty. This strategy not only makes members feel valued but also encourages ongoing participation, enhancing both immediate sales and lasting brand commitment.
Early Black Friday Campaign
In a strategic move to reward loyal members, attract new ones, and outpace competitors, we launched the Early Black Friday campaign weeks ahead of the traditional event. This exclusive offer provided loyalty members with first access to special deals, deepening brand connection and driving early engagement.
Results
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Boosted Loyalty Engagement.
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Strong Sales: Early access significantly boosted sales, proving the impact of targeted exclusivity.
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Record 3,134 new sign-ups.
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AR increased to 12%.
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26.9% of weekly orders from active subscribers.
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20% YoY increase in average orders per member; KR2 at 15.2% YoY growth.
Final words
The loyalty program team successfully executed strategies leading to impressive gains in member acquisition and engagement. Key achievements included a record-breaking week with over 3,000 new Plus customers, a significant increase in the Plus Attachment Rate, and a 20% year-over-year growth in average orders per Plus customer. Efforts to retain customers and promote in-app purchases reduced dependency on external platforms. Ongoing improvements focus on fine-tuning customer communications and enhancing repurchase rates. This collective progress underlines the team's commitment to evolving the loyalty program for sustained growth and customer satisfaction.
"Customer satisfaction is worthless. Customer loyalty is priceless"
*Jeffrey Gitomer
