Rewards Program
The Problem
Staples (Australia & New Zealand) were looking to create a customer loyalty program for the benefit of both customers and the business. This user experience project focused on determining:
• Customer appetite and interest in a rewards program
• Rewards program structure and inclusions
MY ROLE
This was a group project, with both marketing and web teams. My role was user research, and wireframes as well as the visual design of the logo, final marketing material and web pages.
Process
1. Discovery
Qualitative customer interviews combined with quantitative customer data helped to inform personas and customer journey maps for primary customer groups.
• Customer interviews
• Customer journey maps
• Customer purchasing data
• Personas
• Empathy maps
• Competitor analysis
2. Hypothesis
Based on the customer interviews and discovery research, a rewards program would beneficial for both the business and customers.
A rewards program would:
• Increase customer loyalty and encourage repeat purchases
• Customer benefits including discounts and special promotions will increase customer satisfaction
3. Design, Test, Learn, Repeat
Once customer interest was established in the discovery phase, design and testing focused on the possible structure of the rewards program, followed by the design and content hierarchy of the web and printed marketing material. Exploration of a tiered or points based program and other options were assessed through interviews and surveys.
Rewards program structure research:
• Customer survey
• Rapid feature identification, affinity mapping and prioritisation matrix
Marketing material research:
• Usability testing
• Wireframes
• High fidelity print and web prototypes
SOLUTION
Two potential program structures were created to be tested with customers to see which had the most uptake. Further monitoring and testing from the business will be required over time to see if the program achieves its goal of increasing loyalty and repeat purchases.
Customer interest: User research suggested that there would be customer interest in a rewards program from at least 3 of the 5 identified user groups/personas
Program structure: Two variations of the program were developed as a pilot to be tested with two different customer groups.
Organic website touchpoints: Website placement would ensure the program was integrated with the existing online shopping experience, in addition to being promoted as a sales feature.
