Redesigning Loyalty Program
Overview
Marketing teams proposed a change in the existing free OneStop loyalty program to promote paid membership for existing 20K+ customers enrolled in the free loyalty program.
I lead the research with product and marketing from planning the study and defining the assumptions. This led to a 21% increase in Total Order Count with approximately 108,000 orders with an average order value of $217
METHODS
Participatory Workshops
Surveys
Interviews
User Flow
MY ROLE
UX Researcher
CONTRIBUTION
Survey Design
In-depth User Interviews
Mindmap
Analysis & Insights
TOOLS
Figma
CONTEXT
Understanding the user motivations and risks associated with transitioning to a paid OneStop program
The loyalty program was exclusive for B2B very small segment customers with yearly sales of $30,000. With an increasing ratio of very small digital customers
RESEARCH GOALS
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Testing the assumptions of the Product team related to opt-in behavior and retention
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Identifying the needs and expectations of users from the OneStop program and evaluating the fitness of program offerings
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Refining the features and conditions that might motivate opt-in behavior
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Prioritizing the potential program offerings concerning profitability and user expectations
How might we address the needs and expectations of Small businesses that can be addressed through a paid OneStop loyalty program?
BUSINESS OPPORTUNITY
For One Stop Customer
Cost savings, exclusive offers, and free ground shipping
For MSC:
Potential to improve the repeated purchase
purchase latency and customer lifetime value.
WHO ARE WE DESINING FOR?
Jeremy
Technician
"I need two day free shipping for my daily order"
Debra
Tool Shop Manger
"I need everyday low pricing for machinery tooling"
FRAMING BUSINESS GOALS
Workshop with Product and Marketing Team
Designed and facilitated the workshops with 2 product owners and 3 marketing managers to identify the user preferences and criteria for the OneStop Loyalty Program.
The workshop focused on motivating existing customers (very small segment) to adopt the Paid OneStop program and add additional features and conditions that can motivate paid subscriptions to OneStop. (Shipping, Technical Assistance, Customer Service)
Business canvas mod
Vision Board
Designing the loyalty program with a new value proposition
Led workshops with product and business and a co-designed Loyalty program mindmap
SURVEY DESIGN
Co designed survey with product, marketing and UX to understand the current loyalty program gaps
Co-designed survey with business to learn if customers were aware about the program and are satisfied with the current free loyalty program benefits and what other potential benefits they would like to see for a paid program.
A total of 837 responses were analyzed form the survey using Qualtrics
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71% of the customers were aware that about the free loyalty program
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67% befit from everyday low pricing and 3-5 day shipping
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75% agree that they save money and time.
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81% of customers needed free 1-2 day shipping.
ANALYSIS
We analyzed interviews, surveys, and workshop data and co-designed exclusive benefits for the loyalty program with product and marketing while understanding the needs and exceptions of our customers into a one-stop loyalty offering that fits the business and user needs.
