on-deck

Redesigning how customers redeem loyalty program rewards

POINTS INTERNSHIP 2021

Timeline

Sept - Dec 2021

Team

Product designer (me)
Design lead
Design director
Product manager

Role

Product thinking, prototyping,
iterative design, interaction design

Context

Points is a company that offers digital ecommerce solutions by partnering up with the world’s leading loyalty programs to deliver new methods for customers to use their loyalty currency.

The objective of the project was to redesign the current buy and gift experiences for Point’s white-label loyalty program storefront. The challenge was exploring how we could make the experience of buying and gifting points more engaging and navigable for users.

PHASE 1 : DISCOVERY

Previous solution

Pains and frustrations

To understand opportunities for improvement, customers were asked about areas of dissatisfaction within the product. Their feedback can be grouped into 3 areas:

Based on user insights and feedback on the existing storefront design gathered from marketing, I narrowed it down to 4 major opportunities for improvement.

Market research

After understanding how users interacted with the current storefront, I researched other loyalty programs within the travel industry. So taking a look at American Airlines, I noted down some features that worked well within their design.

Iterative design

Before deciding on a specific design, I brainstormed different variations of the design with the team.

Narrowing it down

The team narrowed down the iterations to two different versions:

PHASE 4 : DELIVERY

Delivering the final redesign

As the final part of the redesign project, I was responsible for prototyping the final design in Webflow which was then used within user testing and in client presentations.

Selecting points to purchase

This section features a set of promotions that the user can choose from, an input field where they can adjust the amount of points that they would like to purchase and brief order summary.

Explaining how points can be used

This section focuses on educating customers on what they can redeem their points for, why they should buy points, and customer testimonials.

Recipient selection

This section allows the customer to toggle between buying points for themselves and buying points for another person.

Payment flow

This section features the payment flow, where a user can select the method of payment, configure their billing details and review and confirm their order.

VALIDATION

User testing

What did we test?

We tested the mobile and desktop versions of the storefront on users.

Who did we interview?

There were two rounds of user testing sessions
1. Users under the age of 30
2. Users over the age of 30+

Next steps for the team

The next steps for the team are to make changes to the redesign based off of the user feedback from the testing sessions. After the redesign has been finalized, the team will be moving ahead with showcasing these to our current clients and moving it onto production .