Challenge & Reward
How I double the feature's monthly active user (+50K unique users)
Ride-hailing
Loyalty
User Journey Map
Summary
Challenge
My role
Result
What I've learnt
Context
Similar to any other business, Be has a loyalty program to attract users who have already used our services to come back, by allowing them to accumulate bepoints after using any service on Be. The points could be exchange into Be service's vouchers or other Be partner services' vouchers.
On top of that, we have a feature called Challenge (be thách) in the app, which encourages user to use Be services even more than their normal usage, by giving attractive rewards (like good amount of bepoints or vouchers) for accomplishing what the challenge asks.
The designated loop of beLoyalty program
There are 2 types of challenge:
Daily checkin: Users only need to open the app and hit a certain button to receive the prize. As simple as that.
(Real) Challenge: Users have to actually use the services (for example, taking 5 rides in 2 weeks to earn 1000 bePoints) to receive the reward.
The current design
At that time, despite the concept of "challenge," the system automatically allowed users to participate in the challenges instead of users having to know and accept the challenges themselves. This means that sometimes users unintentionally meet the conditions set by a challenge and receive rewards without realizing why they are being rewarded. This mechanism did not encourage users to use Be more than their normal needs, at all.
Besides the shortcomings of the reward strategy, regarding design, there are flaws that could prevent the users to truly increase their loyalty. For example:
The entry points (both the icon on Home screen and the out-app notification UX writing) is not descriptive and attractive enough.
The UI of the check-in action totally lacks the elements that explain the concept/mechanism of the challenge, as well as any incentive for users to participate in.
Looking at the screen 3 & 4, it seemed like Be was rewarding users only for the sake of … rewarding :)
What I did
The whole user experience needs to be re-think. And the ultimate goal is to:
Have more users adopting the challenge feature.
In order to increase the usage of all be services, along with the user retention rate.
Re-imagine the expected user journey
I designed a future-state user journey map. The expectation is, after the revamp, the new design will guide the user along the intended journey.
Doing this also helps me to have a holistic view of the user experience, and to ensure no opportunities or touch points are missed when designing.
The expected user journey after the new design for the daily check-in experience is released.
The new design
Simple improvements, yet effective:
✔ Seeing a badge saying "+100" on the home screen would be more motivated. We also dedicated a whole section on the home screen for the challenges to be more accessible to the users.
✔ The new UI of the check-in section which describe how the challenge works better: Check-in every day for a particular reward and a special prize for checking in 7 days in a row.
✔ On the page where users receive reward for checking in, the design encourages users to either: exchange their points to vouchers, or earning more rewards by doing more challenges. Both lead to the ultimate goal: increase the usage of be services.
✔ More beautiful UI visually :)
Regarding other PIC's touch points
✔ I made suggestions to the Marketing team for the reward strategy: more attractive reward in the later days.
✔ I gave a guideline for the Marketing team on the copy writing of the out-app notification.
The bomb
8.8 times
Increase in Daily users
2 times
Increase in Monthly users
When we released the new design, we knew it was definitely better than the old one, but we didn't expect this…
💥 On the day the feature was released (Jan 21), the number of users using the feature surged to 62k, a significant increase from 7k the previous day.
💥 At the end of the month, we saw the total number of users using both the check-in feature and the challenge feature DOUBLED (from around 50k ⇒ more than 100k users) compared to the prior months.
Look at the row 'Claiming users'
This is one of the few projects - that kept me smiling like nuts all day after hearing the result. 🙂
