🔨WORKING IN PROGRESS
Reward Auto Claim Experience
We are seeing that customers are unsatisfied with the additional friction added to claiming rewards with our new program.
How can we educate and prompt claiming more naturally throughout our experience?
This work stems from our recommendations on how to increase engagement with mPerks after evaluating the program as a whole.
For bringing more value, we have several UX strategies on the table:
Reward Opt in experience allowing for auto clipping.
Encourage reward redemption within proximity of a store.
Increased awareness of point exploration.
Consider a new spin on expiring points.
Create awareness of unused reward savings throughout the shopping experience.
Create awareness of unused reward savings throughout the shopping experience.
……
Our research shows that most of our unengaged customers who miss the auto-clip functionality are in-store customers who feel we are requiring them to do all the labor.
What Customers Are Saying
“I don’t want to have to go another screen and make the choices. I just want the money off.”
— Sarah K
“It’s just clunky. Why should I select to use rewards when before they were just granted? It feels like it’s a step backwards instead of forward to me.”
— Edith K
With all the users’ sentiments, we are leaning to the strategy of Reward Opt In Experience Allowing for Auto Clipping.
This segment-specific opportunity allows customers to set and forget the way they engage with mPerks. We will need to consider the primary audience and areas they’re engaging with most to make this initiative successful without hindering engagement with our most loyal customers.
If the goal is to reach our non-engaged customer who misses clipping at the POS most, we have to think outside of our settings.
There’s Room to Benefit the Customer and Business Alike
While we want to drive engagement with the 94% of unengaged customers who would benefit from bridging the claiming gap, we don’t want to discourage customers from engaging digitally.
If we do require manual opt in, let’s collaborate to define a non-engaged customer:
A customer who has let points expire 2+ times
A customer who has not claimed a reward on their own ( can we see who has claimed via call center?)
A customer who has not engaged with and claimed a reward from the point expiration modal
We want to make sure we’re creating loyalty with those we’ve frustrated, but open the gates to those who are participating.
Let’s talk about the difficulties
This request is rushed. We need to provide digital solutions in the short term to leadership. And figure out a workable approach with the technical team to build up the functionality.
We received the requirement of executing auto claim as a big feature / epic ticket.
2 weeks for us to work with internal TMs and leadership to ideat the ideal solution.
1 week for UX to finish the high-fidelity design and deliver it to developers.
3 weeks for developers to finish building up the feature.
2 weeks for initial launch + testing, and full launch!
2 weeks for the UX team to provide visual options, and 1 week for me to produce finalized design deliverables to developers.
To run with time, we utilized the components in our design system to quickly turn around with 3 main directions that can potentially be the solutions
Digital Solutions
Auto Claim in Account Setting
When thinking about setup auto claim, we think about setting…
Favorites in Dashboard
The place where customers checking their rewards. More controls on rewards type and values.
Auto-Claim on Reward Card
More specific on reward options.