Increasing Engagement by 35%
Role: I led end-to-end design as a Sr. Product Designer at Super. I worked with product managers, engineers, and UX researchers. This spanned for about 6 months in 2022.
Deliverables: Competitive Analysis • User flows • Wireframes • Mockups • High-fidelity designs • Prototypes • Workshops • Executive presentations • Asset production
PROBLEM
A complex rewards system
Super, aimed to empower users with savings, on travel, e-commerce, and fintech. Yet, its complex rewards system caused confusion, and low user participation.
GOAL
Streamlining the reward flow
Super needed to overhaul its rewards system to boost user engagement and conversions. High rates of reward misinformation and user dissatisfaction were issues.
IMPACT
35%
Increase in account linking
11%
Rise in conversion rates
∼5%+
Boost in user activity rate
-
In accordance with my NDA obligations, I have excluded sensitive data and made modifications to visual assets. All information presented in this case study is solely my own and does not represent the views of Super.
DISCOVERY
I started a reward audit to better understand our loyalty system.
I quickly recognized its complexity. This prompted me to initiate a user comprehension survey.
The survey I initiated revealed a 31% reward discontent rate.
I worked with a UX researcher to launch the survey I had initially scoped. This effort also revealed a 21% user confusion rate with our rewards.
DEFINITION
Aiming to simplify reward communication, I designed an interactive reward program.
My hypothesis was that this new approach would improve user understanding and engagement with rewards.
TESTING (PT 1)
Testing with 30 users confirmed the effectiveness of this approach.
This new model really appealed to our users who also expressed expectations for gamification elements.
TESTING (PT 2)
Setback! 'PowerUps' aimed to simplify rewards messaging but ended up confusing users.
I created 'PowerUps' as a gamification term to simplify reward communication. Yet, it caused confusion amongst users as it mixed cash and credit rewards, hindering its effectiveness.
Silver lining! Including progress indicators made completion rates 14% faster.
I created a variant experiment, which we tested with a selected user group.
WORKSHOPS
To tackle the setback with PowerUps and develop our shared vision for gamification, I arranged 3 design workshops.
I invited 2 engineers and 2 product managers. We collectively defined our gamification strategy.
ITERATION
Our design workshops led me to design the “Missions” framework
This new framework allowed us to move away from a single reward category e.g. PowerUps.
We adopted a mission-based rewards system.
“I really wanted to finish the mission to earn the reward”
Testing with 8 users increased our confidence in the Missions framework.
HANDOFF
I delivered “Missions” a new framework capitalizing on habit-forming moments.
It introduces gamification elements at several key moments in the user flow:
It begins during onboarding, where users encounter a "Welcome Mission"
Users are nudged to engage on the homepage via "Daily Challenge" type prompts.
The heart of the system lies in the "Missions page”, enabling users to select new missions.
The gamification elements effectively engaged users throughout their experience.
Completing missions triggers instant notifications, enhancing the experience.
This is a recurring pattern across the UI, reinforcing the gamification dynamics.
Users are regularly sent push notifications informing them about exclusive new missions.
To complete the project, I ensured that the Missions framework was seamlessly incorporated into the app's user experience.
KEY LEARNING
Turning setbacks into growth opportunities
I didn't give up when the "PowerUps" gamification idea didn't work as expected. Instead, I actively looked for other strategies and found a better "Missions" framework. This taught me the importance of seeing setbacks as chances for growth.
“Yanick has such a solid head on his shoulders and helped us navigate toward the complicated future of Dynamic CX and personalized UI.”
Jack Litchfield, Director of Product @Super
