SKRILL
Driving user engagement with
the new Skrill loyalty program
Leading the redesign of the loyalty program to increase retention and customer satisfaction.
SKRILL
Leading the redesign of the loyalty program to increase retention and customer satisfaction.
Customers find it difficult to understand the conditions and the benefits of participating in the program. This confusion leads to low engagement with the program and lost opportunity for increasing customer retention. Additionally, many customers feel the rewards offered do not align with their preferences, require a lot of effort, and time to see results, leading to a perceived lack of value. We had to rethink entirely the loyalty program’s mechanics, and user experience to drive user engagement, increase customer satisfaction, and ultimately boost brand loyalty.
Goal
To increase user retention, and customer satisfaction, and to boost brand loyalty.For the user: to make them feel rewarded, and special, and make their Skrill experience more delightful.
Impact
- Increased transaction volume with 19%
- 11% Increase in revenue from the launch
Problem statement
Customers find the loyalty program not interesting and engaging for them that's why for many it's not movitating to participate. Users don’t find it rewarding, as time and effort doesn't equal rewards that they would
expect. There is lack of diversity in terms of type of rewards/ type of rewards for specific actions. There is also a lack of awareness the program exist or not well explained the terms.
PROCESS
Project timeline
THE DESIGN PROCESS
Let's get deeper
The project was carried away by 2 designers, 1 lead designer and 1 researcher, with the help of the whole team for the workshops. I was involved in the process end-to-end. We came up with 11 design UI concepts based on the definition of desired look and feel from which we used 8 for a comparative concept usability test to gather user feedback on emotions created from different concepts. Then, we did component analysis and concluded with a Hotjar survey for the best 3 proposals which helped us pick the final proposal.
DISCOVER
2. Research
Our research consisted of:
USER RESEARCH
Initial findings from in depth interviews
research
We identified the essential components for a loyalty program for our users
Through the in-depth interviews I managed to discover the most essential criteria for having a successful loyalty program based on our users.
research
I helped with a stakeholder study to define the look and feel we want to achieve with the new UI.
Desired look and feel for the new UI
Clustered references based on different emotions and visual trends
Challenge: We had to keep in mind our product is predominantly used by males, we didn't want the design to feel feminine nor non-serious.
TESTING
Concept poster testing
We found out that missions resonated the most with our users. The final concept ideas was a combination of the things our users valued the most: missions, variety of rewards that progress in proportion to time and effort put.
DESIGNING
I explored multiple different directions
Testing - Design
3 design concepts for a redesigned loyalty program
We found that:
- Users find it hard to navigate inside the first proposal.
- The division between perks and rewards is confusing to them.
- Users wish they can track their progress easily and know what they’ve gained, and what’s upcoming.
- Nice to have a place to view all rewards in one place
DELIVER
Research 🔄 Design
I delivered a figma file including all flows both for app (iOS, Android) and web, and created new components inside the Design system to be used in the designs.
Measures
Some of the final tasks for the project, was to setup the tracking with the analytics team based on the following success metrics:
- Customer satisfaction
- Active loyalty program users
- Retention rate
- Transaction volume by loyalty program users
Aftermath
Following up, 1 month after the release we noticed the following change:
25%
increase active loyalty
program users
18%
increase in transaction volume
12,5%
increase in retention rate
What I've learned
Measuring success of gamification
It’s challenging to measure gamification logic and the engagement of a flow that happens over a long period in a testing environment.
Dealing with complex logic
Collaborating with the PM was crucial here to narrow down the budget and have a buy in from the stakeholders.
