How do we fix our dismal loyalty program that no one is using?
A national retailer who actively promoted their loyalty program had marginal engagement, large abandonment during the sign-up process. Loyalty members were using customer support channels to manage and get the status of their program. In addition, the website account was separated from the loyalty membership account.
Activities
- Kickoff Workshop
- Heuristic Evaluation
- Competitive Analysis
- Prototype Testing
- Case Study
- Retail
- Engagement Type
- B2C
Approach
With only 4 weeks allocated for the study, we held a kickoff meeting to get scope and build cohesion within all stakeholders surrounding the project. We conducted a heuristic evaluation of the rewards program pages, the related email marketing platform, as well as the entire e-commerce site. We then built a prototype that addressed the issues and conducted user tests with 10 users.
Data Synthesis
We found that a majority of the forms and functions were simply not usable, and the program lacked even the most basic of functions. The loyalty program account was not even tied to a users e-commerce account, and if they were registered shoppers, they still weren’t able to link their account to a rewards account if it existed.
We presented our heuristic finding, competitive analysis, and current/ future state journey maps We recommended creating a clickable prototype that addressed all of the issues. We also recommended an overhaul of their design system as the site overall had major usability issues related to the inordinate amount of conflicting styles and behaviors.
Output
We tested the prototype with 12 new and existing users to the rewards program, making slight adjustments based on collated feedback at the end of each testing day. On the final day of testing, all participants easily completed all tasks in a timely fashion without error.
The company instituted changes based on the prototype design and the number of sign-ups to the rewards program tripled in just 3 months. Abandonment rates on the sign-up page dropped to below 10% and account management pages that now contained both e-commerce account and rewards program options rose.
