Optimising Reward Redemption

Optimising Reward Redemption

Optimising Reward Redemption


Our users are struggling to redeem their Rewards. Customers are not aware which menu items are applicable with their Rewards, and we highlight this too late into the ordering journey - causing confusion and rage-clicks.

I lead the end-to-end design on fixing this issue for our most loyal users.


Our users are struggling to redeem their Rewards. Customers are not aware which menu items are applicable with their Rewards.

I lead the end-to-end design on fixing this issue for our most loyal users.


01.
+52%
SUS Score


01.
01.
+21%
01.
Successful redemptions


02.
01.
- 53%
01.
Reduced backtracking


03.
01.
+18%
01.
Reward comprehension


04.
01.
- 4%
01.
Order abandonment


01.
01.
+21%
01.
Successful redemptions


02.
01.
- 53%
01.
Reduced backtracking


03.
01.
+18%
01.
Reward comprehension


04.
01.
- 4%
01.
Order abandonment

01.
01.
 +21%
01.
 Successful redemptions

02.
01.
 -53%
01.
 Reduced backtracking

03.
01.
 +18%
01.
 Reward comprehension

04.
01.
 -4%
01.
 Order abandonment

HOW I LED THE PROJECT
Getting from 0-1… Quickly

HOW I LED THE PROJECT
Getting from 0-1… Quickly

THE PROBLEM CURRENTLY
The DRS - Dreaded Redemption Screen

THE PROBLEM CURRENTLY
The DRS - Dreaded Redemption Screen

THE PROBLEM CURRENTLY
The DRS - Dreaded Redemption Screen

If a customer has Rewards, but doesn't have any applicable items in their basket, they will be introduced to the Dreaded Redemption screen. It is my life's mission to rid users of this ferocious beast.

Unfortunately we cannot do much to this screen (for now), but we can definitely improve in other areas of the ordering journey.


If a customer has Rewards, but doesn't have any applicable items in their basket, they will be introduced to the Dreaded Redemption screen. It is my life's mission to rid users of this ferocious beast.

Unfortunately we cannot do much to this screen (for now), but we can definitely improve in other areas of the ordering journey.


Biggest pain-points:

01 Users are not told during the ordering journey how many Rewards they have

02 Users are not shown which items are applicable to redeem

03 Users can get to the DRS (see below) and have to backtrack to the menu to re-order applicable items (yikes)

DRS BACKTRACKING FLOW
Not good. Not good at all.

DRS BACKTRACKING FLOW
Not good. Not good at all.

DRS BACKTRACKING FLOW
Not good. Not good at all.

RESEARCH FINDINGS AND
USER PAIN POINTS
What are they saying about Reward Redemption?

RESEARCH FINDINGS AND
USER PAIN POINTS
What are they saying about Reward Redemption?

RESEARCH FINDINGS AND
USER PAIN POINTS
What are they saying about Reward Redemption?

We had a very quick turnaround with this project as Loyalty is a big focus for FY25, and we're constantly seeking ways to improve the scheme for our most loyal customers.

We need to validate this hypothesis myself and other designers have had for a while - users struggle redeeming their Rewards as not only are they unsure what they can redeem, but the DRS makes it even more difficult to do so.


We had a very quick turnaround with this project as Loyalty is a big focus for FY25, and we're constantly seeking ways to improve the scheme for our most loyal customers.

We need to validate this hypothesis myself and other designers have had for a while - users struggle redeeming their Rewards as not only are they unsure what they can redeem, but the DRS makes it even more difficult to do so.

Round up past data (quickly), speak to users (quickly), present findings to stakeholders… (quickly).

*

"

Userlytics interview - Woman, 28

"It's a bit rubbish I have to remember what I can get with my Rewards - especially when it takes you to the "add items" page, which forces you back into the menu if you don't have the right thing ordered."

*

"

Survey response - Man, 25

"I either have to guess I am ordering the right thing for a Reward, or I need to leave the menu and check what I can get."

LOYALTY FY24 SURVEY
What are users struggling with?

LOYALTY FY24 SURVEY
What are users struggling with?


I've been working with both UXR and our data team collating data on Reward redemption and comprehension for quite some time as it's been a passion project of mine.

In a survey of 561 participants asking users about Rewards pain-points, 253 users mentioned this issue. That is 45.1% of users.

PROJECTED PERFORMANCE
FOR Q4 LAUNCH
(AB Testing findings)

PROJECTED PERFORMANCE
FOR Q4 LAUNCH
(AB Testing findings)


These projections have been formulated by our AB testing third party agency, collaborating with our in-house data team and UX Research.

The figures include AB test findings, Google Analytics, Looker dashboards, and Userlytics tests with users.

Monetary projections have been left out due to NDA - but I can say they look very positive.

*

INSIGHT 01

NO FORCED BACKTRACKING

Users should not be made to go backwards when the system fails them.

*

INSIGHT 02

HIGHLIGHT REWARDS EARLIER


This will stop users backtracking and will increase Rewards comprehension.

*

INSIGHT 03

COMBINE MULTIPLE SOLUTIONS


Different customer segments will still have fixes to these issues - whether they are part of the scheme or not.


Different customer segments will still have fixes to these issues - whether they are part of the scheme or not.

*

INSIGHT 04

INCREASE REWARDS SIGN UPS


Non-Loyal customers will be shown the benefits front and centre and will not want to miss out on free food.

THE SOLUTION
Guided, illuminating, rewarding

THE SOLUTION
Guided, illuminating, rewarding

THE SOLUTION
Guided, illuminating, rewarding

I have been exploring possible solutions to these problems for years, but they have been deprecated for other works. I already had a pretty good idea as to where we should implement the changes to help our users.

Through rapid usability and AB testing, our initial assumptions have been validated - and the results speak for themselves.


I have been exploring possible solutions to these problems for years, but they have been deprecated for other works. I already had a pretty good idea as to where we should implement the changes to help our users.

Through rapid usability and AB testing, our initial assumptions have been validated - and the results speak for themselves.

Stop forced backtracking. Help users understand. Highlight benefits.

PROJECTED PERFORMANCE
FOR Q4 LAUNCH
(AB Testing findings)

These projections have been formulated by our AB testing third party agency, collaborating with our in-house data team and UX Research.

The figures include AB test findings, Google Analytics, Looker dashboards, and Userlytics tests with users.

Monetary projections have been left out due to NDA - but I can say they look very positive.

REWARD SIGNPOSTING IN MENU AND PDP
memory games are very fY25 q3

REWARD SIGNPOSTING IN MENU AND PDP
memory games are very fY25 q3

REWARD SIGNPOSTING IN MENU AND PDP
memory games are very fY25 q3

01 Rewards hearts are now shown within the menu cards - signifying redeemable items

02 We tested the standalone hearts vs. "free with a X Reward" and no copy tested more positively. It also enticed users to click into the PDP

03 Shown to both Nando's Rewards customers and non-loyalty customers

04 Non-Loyalty users are enticed by this but we currently don't have registration during the ordering journey… Yet

*

*

User pain points solved

NO FORCED BACKTRACKING, REWARD REDEMPTION, REWARD COMPREHENSION, HIGHLIGHTING REWARDS EARLIER

NO FORCED BACKTRACKING, REWARD REDEMPTION, REWARD COMPREHENSION, HIGHLIGHTING REWARDS EARLIER

REWARDS EXPLAINER
finally, a full breakdown of redeemable items

REWARDS EXPLAINER
finally, a full breakdown of redeemable items

REWARDS EXPLAINER
finally, a full breakdown of redeemable items

01 A Rewards counter within the header showing users their balance improving visibility

02 Clickable hearts lead into lists of redeemable items - each heart for their respected items list

03 There's even a brief explainer of the scheme within this screen - as users struggle to understand Reward accrual

04 Only shown to Rewards customers… For now

*

User pain points solved

HIGHLIGHTING REWARDS EARLIER, REWARD REDEMPTION, REWARD COMPREHENSION

HIGHLIGHTING REWARDS EARLIER, REWARD REDEMPTION, REWARD COMPREHENSION

Rewards filters
I mean, who doesn't like filters?

Rewards filters
I mean, who doesn't like filters?

Rewards filters
I mean, who doesn't like filters?

01 Utilising the recent filter component in app to add a Reward specific filter

02 Now users have the chance to only see what their Rewards can earn them

03 This is shown to both customer segments, and drives engagement with non-loyal and loyal customers

*

*

User pain points solved

REWARDS COMPREHENSION, COMBINING MULTIPLE SOLUTIONS, HIGHLIGHT REWARDS EARLIER

REWARDS COMPREHENSION, COMBINING MULTIPLE SOLUTIONS, HIGHLIGHT REWARDS EARLIER

Rewards customer vs normies
"Hey, you like free food?"

Rewards customer vs normies
"Hey, you like free food?"

Rewards customer vs normies
"Hey, you like free food?"

01 First screen is a logged-in Rewards customer, the second is a non-loyal customer

02 Non-loyal users have been enticed by the heart in testing and are wowed by the 'free food' message in the PDP

03 Slightly different experiences, both high-impact

04 Soon it will be extremely streamlined to convert Normies to Nando's Rewards (my next project).

*

*

User pain points solved

HIGHLIGHTS REWARDS EARLIER, REWARD COMPREHENSION AND REDEMPTION, COMBINE MULTIPLE SOLUTIONS

*

*

User pain points solved

HIGHLIGHTS REWARDS EARLIER, REWARD COMPREHENSION AND REDEMPTION, COMBINE MULTIPLE SOLUTIONS

01 WHY IT WORKS
Rewards redeemable list (Still workshopping names)

01 WHY IT WORKS
Rewards redeemable list (Still workshopping names)

01 WHY IT WORKS
Rewards redeemable list (Still workshopping names)

This new feature includes both the Rewards balance in the header and the scrollable list of applicable items. They have been designed in mind to not only let users know they have Rewards, but solving comprehension issues all across the board.

Post-MVP the scrollable list will either open the PDP of that item or a 'quick add' to the basket (we are AB testing both options).

Result:
In final usability testing, 79% of users recollected which items were redeemable with each Rewards (a massive uplift in comprehension). This will improve greatly over longer term use.

Result:
In final usability testing, 79% of users recollected which items were redeemable with each Rewards (a massive uplift in comprehension). This will improve greatly over longer term use.

02 WHY IT WORKS
Menu card signposting and rewards filter

02 WHY IT WORKS
Menu card signposting and rewards filter

02 WHY IT WORKS
Menu card signposting and rewards filter

Signposting on the menu and the PDP give instant comprehension for the item and the Reward it's applicable for.

The filter is utilising user's mental model, and has been designed with heat maps and survey responses in mind - users click there, users expect to see Rewards, users now get that they want.

Result:
Final usability tests saw 91% of users not having to backtrack to reorder their items.

Result:
Final usability tests saw 91% of users not having to backtrack to reorder their items.

MEASURING IMPACT
how are we measuring success?

MEASURING IMPACT
how are we measuring success?

MEASURING IMPACT
how are we measuring success?

01 Multiple usability tests, and feedback

02 AB tests with a 50/50 split rate with 75% of total users

03 Another Loyalty pain-points survey at the end of the year

REFLECTIONS
What's NEXT?

REFLECTIONS
What's NEXT?

REFLECTIONS
What's NEXT?

This project was extremely collaborative and cross-functional involving multiple different teams and stakeholders. These ideas have been floating around for a very long time, and I am super proud they are finally coming to fruition.

There were certain aspects that were out of scope for the first release of these features, and we will be testing them in the future. These include:

Second release:

01 Either adding item to order or opening PDP from Rewards item list

02 Eradicating the Dreaded Redemption Screen

03 Entering ordering flow outside of the menu (Rewards Dashboard redesign)

{ PAYTRONIX }

LOYALTY FY24 SURVEY
What are users struggling with?

I've been working with both UXR and our data team collating data on Reward redemption and comprehension for quite some time as it's been a passion project of mine.

In a survey of 561 participants asking users about Rewards pain-points, 253 users mentioned this issue. That is 45.1% of users.

REQUEST A CASE STUDY

REQUEST A
CASE STUDY

REQUEST A CASE STUDY

Did you make it this far? You must have found that unfathomably interesting. Fancy a slightly longer, but even more thrilling read?

Get in touch to FIND OUT MORE.


Did you make it this far? You must have found that unfathomably interesting. Fancy a slightly longer, but even more thrilling read?

Get in touch to FIND OUT MORE.

lUKEJARIS@GMAIL.COM
lUKEJARIS@GMAIL.COM

THANK YOU.