Creating a rewards program to boost customer loyalty
Mittance is a money transfer app for sending money internationally.
Due to client privacy, the name and branding has been altered.
Our challenge was to create a rewards feature to drive engagement and usage of the Mittance app.
3 UX designers,
collaborative three-week sprint, 250+ hours
Lead Visual Designer
This project was done fully remotely
Research & Synthesis
Business and customer interviews, identifying the user, defining the problem
Ideation & Delivery
Building out 3 solutions, rapid prototyping, usability testing
Mittance needs to implement features to incentivize sending money through the app to increase usage, engagement, and user retention.
By adding a rewards program, Mittance can improve their retention rate and increase value. Users are not rewarded for using the app, so a reward system would keep them engaged and attract new users by incentivizing usage.
We started with a competitive and comparative analysis. We were already familiar with a few reward programs, but we wanted to detail a few different types to see what would work best for our users.
While analyzing competitors, a series of two surveys were sent out to attempt to understand user's motivations around their core needs.
With 8 of the survey responders, we held interviews to find out why they chose and used an app/program, what keeps them coming back, why they keep using it, and if they were motivated by the rewards themselves, or something else.
With the information gathered from the surveys and interviews, we were able to create a storyboard and journey maps.
"I hate reward programs that take forever to get a reward. You have to claim the reward because you can choose the type of gift card you want. You can wait or use it at any time."
How many times in the last year have you sent money internationally?
Which type of rewards do you prefer?
How quickly would you expect to be able to redeem a reward?
I appreciate apps that are aesthetically pleasing and easy to navigate.
Rewards need to feel easily obtainable in order to feel worthwhile.
In an effort to understand what motivated people to continue using the app, we sent emails to 1,000+ current Mittance users. The emails were intended to find users willing to be interviewed, but there was difficulty getting those that did sign up to follow through, even with a $10 incentive.
Due to time constraints, our team went back to our survey respondents and interviewed a handful of them. While not the ideal situation, these interviews still provided valuable insights that informed our project moving forward.
I lose interest in a rewards program that does not provide steady feedback.
I am familiar with the basics of rewards/points.
Using what we learned from the survey responses and the interviews, we began creating concepts for a reward program. Each team member individually created one concept that could be presented to the client and tested by users.
For my concept, I wanted my design to focus on cashback offerings. I also incorporated tiers that would offer better rewards the more the app was used, essentially rewarding users' loyalty and making them feel valued as well.
The fundamental idea of this concept is $1=1 point. After the user gets 1,000 points they are able to cash out their $10 cashback. Once awarded, they go to the next tier, which offers a higher cashback per transaction point system.
Another concept we presented to the client included a stripped-down program that showed only which rewards were redeemable and the progress made toward each reward.
Our last concept was a rewards program that made the process gamified and required users to engage more with the app to progress.
Initial concept wireframe
Following is a clickable prototype and an explanation of how we determined what should ultimately be in the product.