MOBILE APP & WEBSITE
Informing Users About Flash Points Simplification
Background
As part of the effort to enhance Flash Coffee's loyalty and rewards program, there will be changes to the earning and spending rate of the Flash points. This project is about helping users understand the impending changes and ensuring information is easy to digest so that the users would not be caught off guard about it when the change happens.
My role
- Led and oversaw the design and collaborated with one other designer
- Created micro-interaction animation with Lottie
- Keep customer-centric in mind by validating the design and observing users’ feedback via guerilla testing
- Worked collaboratively with the product manager, business, and tech
Problem statement
Today, only 1.3% of our users have redeemed their points, and 5% have enough points to pay for 2 or more drinks, but they probably don't know that.
How can we communicate to users about the changes to Flash points earn and spending rate?
We have received feedback from users that our points’ denomination is too confusing and difficult to use. It adds unnecessary cognitive load to mentally calculate the value of their points.
And for the business, it’s no longer justified to peg other markets’ points rate to Indonesia since points cannot be used overseas for regulatory reasons. At the same time, every market has a different calculation for earning and spending Flash points. Local markets are also hesitant to push the loyalty program in marketing comms due to the program's complexity.
Optimisation
A new formula for calculating the earning and spending of Flash points
As a first step to simplifying the experience, we wanted to look at how the denomination can be made understandable.
User feedback
Initial exploration for content messaging
We needed to highlight this information to the user:
- Value of 100 points is equivalent to S$1
- Earn 10 points with every $1 spent
- Denomination of the points that they have will change, but the value remains the same
As part of the project, I went to get feedback from users to understand which copy better reflects the information. I received feedback that the messaging should be simple and easy to digest, and users all voted for option C.
Design
Giving users a heads-up of the changes
Based on the feedback, I further simplified the message and added an animated arrow Lottie file to express how the existing points are changing to a new system.
To ensure that the transition of the change will be seamless, we have the opportunity to dynamically display:
1. How many points the user currently has (old system)
2. How many points the user will have (new system)
3. The value of those points
Providing users a clear overview of what this change will be like and not be alerted if they notice their points suddenly becoming a smaller value.
Learn more CTA directs users to a landing page via an embedded webpage, that details the information about the changes.
Notifying users on membership page
Using animation to draw attention and notify users about the new earn rate.
Let users know that their existing points will be updated to the new system.
Highlight to users that they can use Flash Points to pay for drinks.
Landing page for existing users
Highlight to users about the new points denomination.
Let users know how they can earn points.
Inform users about what’s changed.
Encourage users to redeem their points.
Rewards landing page
This landing page helps to prompt users to download and earn Flash points, communicate the benefits of being a Flash coffee member.
Metrics to monitor
- < 5 customer service queries related to the new system per week, per market
- Increase in percentage of users who redeem their points
- Increase in the number of orders paid with points
*This project is pending in the pipeline and will be released in 2023 Q1.
Product Design Team:
Designer: Qian Yu and Adeline / Product Manager: Travis