Industry
E-Commerce
Client
Fresh N Lean
Service
UX/UI Designer
Date
Feb - Mar 2024
Overview
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.
Problem
We needed to give customers a reason to stay subscribed to our service. Without a strong incentive, they might choose to cancel.
Business Metrics
Long Term Revenue
We wanted to see if long term revenue was affected by FNL Rewards.
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.
Understand User Needs
To create an effective rewards system, we focused on user objectives. Here are some user stories that helped us understand what users wanted.
Goal
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.
Customer Product Feedback
Our customer dashboard has the ability to submit feedback using our third-party plugin called Typeform. Many customers have requested some form of a reward for their long-term loyalty.
After listening to our customers, we decided to research how other companies reward their customers.
Competitive Analysis
I listed out our direct/indirect competitors who I saw fit for researching their reward program. I was looking to see if they had key elements present in their business model. I was looking to see if they offer their customers points, discounts, referrals, tiers, or other incentives.
Key Points
Direct competitors lacked the option to use points.
Indirect competitors used points.
Referrals were common.
Discounts were the most common.
Summary
Factor appears to have the strongest relation to applying rewards to their customers.
Starbucks uses a structured point system to help give customers the opportunity to get discounts for their next order.
Since we are a 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 an easy way to apply rewards to my next weekly delivery.
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 wanted 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
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:
- Fulfill an order from their weekly subscription using their points.
- Adjust their point usage to a specific amount to see if they are able to figure out how to adjust point value on their own.
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 pretty intuitive but they wanted to know how many points translate to an actual dollar.
POPPINS
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.
Once you log in, you'll land on your dashboard. This is where you can manage your account and access various features:
Meal Selection: There's a dedicated section where you can easily choose your meals.
Rewards Program: You'll also find a section with quick access to your rewards page, where you can view your points, redeem them for benefits, and learn more about the program.
The rewards page is your one-stop shop for everything related to your points!
Track Your Points: See how many points you've accumulated.
Check Your Tier Level: Understand your current rewards tier and its benefits.
Learn How to Earn Points: Discover all the ways to earn points and climb the rewards ladder.
Manage Auto-Redeem: Decide if you want to automatically redeem your points or save them for bigger rewards.
View Point History: Track your point activity and see how you've earned and spent 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.
The rewards page is your one-stop shop for everything related to your points!
Track Your Points: See how many points you've accumulated.
Check Your Tier Level: Understand your current rewards tier and its benefits.
Learn How to Earn Points: Discover all the ways to earn points and climb the rewards ladder.
Manage Auto-Redeem: Decide if you want to automatically redeem your points or save them for bigger rewards.
View Point History: Track your point activity and see how you've earned and spent your points.
This version will be for customers who have points to use and for customers who have auto redeem set to active.
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.
Continuous Improvement
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.