Date
February – June 2021
Client
Marks & Spencer
Role
Product designer
A loyalty programme introduced to the Hong Kong market would reward users cashback on purchases that can in turn be availed on Marks & Spencer products. The challenge was to onboard new users whilst migrating existing app users, delineate a compelling if at times complicated loyalty proposition and to create intuitive redemption journeys in-store and on the app.
- 60k total app downloads
- 19k registered users with unique number
- 7k active monthly users
- 2k orders monthly from 1k unique users
Sign up process
A disparate user base including existing users, legacy users and marketing only users required consideration when creating onboarding and user registration journeys. A set of principles was drawn up to help guide the process
- All registered users should be able to continue to use their accounts as they are if they wish
- Registered users that can be automatically onboarded onto loyalty program should be
- Block creation/verification of a second account with an existing phone number
Transaction History
One of the key requirements of the transaction history page was explaining the points redemption process. Business logic dictated that loyalty points would not be available for redemption as soon as earned. A 30 day incubation period would allow for cancellations and returns to be processed before releasing loyalty points for redemption. Simplifying and clarifying these hold-ups was key to avoiding customer frustration.
- Tooltips to describe cashback status
- Filters allowing user to view points by status
- Transaction line items displaying only essential information for scanning with option to view in greater detail
Checkout redemption flow
Support for points redemption through the checkout was required for online order. Considerations included:
- Clearly communicating available points
- Presetting redemption field with maximum available points to simplify process
- Communicating applied points throughout the checkout process
- Leveraging the M&S Rewards visual style to draw attention to key elements
