Improve beLoyalty feature: Challenge & reward
Context
Similar to any other business, Be has a loyalty program to attract users who have already used our services to come back, by allowing them to accumulate bepoints after using any service on Be. The points could be exchange into Be service's vouchers or other Be partner services' vouchers.
On top of that, we have a feature called Challenge (be thách) in the app, which encourages user to use Be services even more than their normal usage, by giving attractive rewards (like good amount of bepoints or vouchers) for accomplishing what the challenge asks.
The current loop
There are 2 types of challenge:
Daily checkin: Users only need to open the app and hit a certain button to receive the prize. As simple as that.
(Real) Challenge: Users have to actually use the services (for example, taking 5 rides in 2 weeks to earn 1000 bePoints) to receive the reward.
Flaws in the current design
At that time, despite the concept of "challenge," the system automatically allowed users to participate in the challenges instead of users having to know and accept the challenges themselves. This means that sometimes users unintentionally meet the conditions set by a challenge and receive rewards without realizing why they are being rewarded. This mechanism did not encourage users to use Be more than their normal needs, at all.
As for the daily check-in design, I also investigated and identified many flaws as well.
Current flow of daily check-in
Few of the flaws for example:
The entry points (both the icon on Home screen and the out-app notification UX writing) is not descriptive and attractive enough.
The UI of the check-in action totally lacks the elements that explain the concept/mechanism of the challenge, as well as any incentive for users to participate in.
Looking at the screen 3 & 4, it seemed like Be was rewarding users only for the sake of … rewarding :)
To be frank, this design was leading nowhere. No benefit it brought (besides making users happy receiving the rewards unexpectedly).
What I did
Designed the expected user journey
Example: The expected user journey after the new design for the daily check-in experience is released.
The new design
Simple improvements, yet effective:
✔ Seeing a badge saying "+100" on the home screen is more motivated. We also dedicated a whole section on the home screen for the challenges to be more accessible to the users.
✔ The new UI of the check-in section which describe how the challenge works better: Check-in every day for a particular reward and a special prize for checking in 7 days in a row.
✔ On the page where users receive reward for checking in, the design encourages users to either: exchange their points to vouchers, or earning more rewards by doing more challenges. Both leads to the ultimate goal (increase the usage of be services).
✔ More beautiful UI visually :)
Regarding the touch points that are not owned by me
✔ I made suggestions to the Marketing team for the reward strategy: more attractive reward in the later days.
✔ I gave a guideline for the Marketing team on the copy writing of the out-app notification.
The sweet fruit
We released the new design. We knew it was definitely better than the old one, but we didn't expect this …
💥 On the day the feature was released (Jan 21), the number of users using the feature surged to 62k, a significant increase from 7k the previous day.
💥 At the end of the month, we saw the total number of users using both the check-in feature and the challenge feature DOUBLED (from around 50k ⇒ more than 100k users) compared to the prior months.
This is one of the few projects - that kept me smiling like nuts all day after hearing the result. 🙂
