FNL Rewards
Case Study
Meals Made to Give You The Best Performance Possible
Meals Made to Give You The Best Performance Possible
My Role
UX/UI Designer
Timeframe
Feb - Mar 2024
Type
Mobile/Desktop
Category
E-commerce
Fresh N Lean is a healthy ready-to-eat meal delivery service offering a flexible, convenient experience through a customer dashboard. I designed the FNL Rewards feature to help improve the user experience for customers.
This project rewards loyal customers through referrals, meal reviews, and consistent ordering. I collaborated with our Product Manager to refine the logic and improve the customer journey.
We needed to give customers a reason to stay subscribed to our service. Without a strong incentive, they might choose to cancel.
Long Term Revenue:
We wanted to see if long term revenue was affected by FNL Rewards.
Metrics
Referral Conversions:
These conversions were speculated solely based off of conversions from referrals instead of the cart.
Percentage of Cancels:
We wanted to check to see if there were any changes with cancel rates.
To create an effective rewards system, we focused on user objectives. Here are some user stories that helped us understand what users wanted.
The goal is to design an intuitive and engaging loyalty program that enhances customer retention by offering seamless access to rewards, personalized incentives, and a user-friendly dashboard experience.
Our customer dashboard has the ability to submit feedback using our third-party plugin called Typeform. Many customers have requested some form of reward for their long-term loyalty. Our business prioritizes maintaining a high Long-Term Revenue (LTR) by encouraging our existing customers to stay with us longer.
Our customer dashboard has the ability to submit feedback using our third-party plugin called Typeform. Many customers have requested some form of reward for their long-term loyalty. Our business prioritizes maintaining a high Long-Term Revenue (LTR) by encouraging our existing customers to stay with us longer.
Since we are subscription based company, we would need to figure out how we can apply this logic to our service.
As a customer, I want to be able to receive points for being a long lasting customer.
As a customer, I want to be able to be rewarded points to use on my next delivery.
As a customer, I want to an easy way to apply rewards to my next weekly delivery.
Next, we'll show each user flow and how show how each wireframe corresponds to the final design for the customer.
Email Flow
This flow is for customers who log into their dashboard through an email they received.
Web Homepage User Flow
This flow is for customers who log into their dashboard directly through the Fresh N Lean homepage.
FNL Rewards Dashboard User Flow
We want customers to have access to view information on how they can receive points, point value, and history of using/receiving points. Below is the user journey of how they can access this information on their customer dashboard.
FNL Rewards Page Flow
Below is the list of content on the rewards page. There are two tabs: one for referrals and another for viewing rewards, earning points, tier multipliers, auto redemption, and point history.
I tested 2 different versions of the Wireframe to determine which one was best. I gathered 20 participants from UserTesting.com to split tests between version A and B.
Testers are required to:
Users thought it was intuitive and easy to navigate to the review page.
One user thought the color could have played a factor to their decision making, but that was because it was a low fidelity Wireframe.
Users had trouble finding how to apply their points on the review page.
Users found it at pretty intuitive but they wanted to know how many points translate to an actual dollar.
Reiterate & Design
I applied changes to the higher fidelity design after Version A had better results.
The login page is the first step for customers to access their online account dashboard. This web-based application requires users to enter their credentials (username and password) before granting access to their account features.
The login page is the first step for customers to access their online account dashboard. This web-based application requires users to enter their credentials (username and password) before granting access to their account features.
The rewards page is your one-stop shop for everything related to your points!
Apply Points and Rewards: This section of the dashboard allows customers to choose the meals for their next order. They can also use their points and rewards from the rewards program on this page.
Screen 1 Meal Selection (First Order): This screen allows new customers to choose their meals for their first order. They won't be able to use points yet, but they will start earning them for future deliveries.
Screen 1 Meal Selection (First Order): This screen allows new customers to choose their meals for their first order. They won't be able to use points yet, but they will start earning them for future deliveries.
Screen 2 (Customer with Points, Auto-Redeem Off): Meal Selection with Point Redemption (Manual): This screen allows customers with existing points to choose their meals and redeem points during checkout if they choose.
Screen 3 (Customer with Points, Auto-Redeem On): Meal Selection with Point Redemption (Automatic): This screen allows customers with points to choose their meals. If auto-redeem is enabled, any points will be automatically applied at checkout.
The new rewards program has been met with positive feedback from customers. They appreciate the incentive to stay subscribed, and many expressed excitement about using their points.
To further enhance the user experience, we're actively gathering feedback. A common request was for increased clarity on how points translate into redeemable rewards on each order. We've incorporated this suggestion into our product roadmap to ensure crystal-clear communication for all users.