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Users had different behaviors when redeeming products. The ideal user was someone who would bank points, and redeem for high value items. Users would self-identify their product category preferences, in which higher value items would be marketed to them along with positive reinforcement messaging to keep saving up their points.
We opted for a Proto-Persona approach, leveraging the expertise of stakeholders who drew upon their deep customer knowledge to collectively brainstorm fictional yet highly relevant personas, which were validated later in the launch phase.
We embraced the traditional ecommerce customer journey of product search, category and product listing pages, selecting product variants, cart management, and checkout. Throughout this journey, we identified unique tools to give users more flexibility in redemption.
Users could opt to have a progress bar that indicate how close they were to earning an item. We could strategically trigger emails upon users reaching specific milestones, encouraging continued engagement in behaviors that would earn them additional points.
Sometimes users were ready to redeem on a product, but didn't have the needed points. Alternatively, they may not want to use all of their points for a redemption. In either case, checkout could intelligently split the transaction between points and outstanding balance.
Our custom product search engine let users define point value ranges to quickly find what they could afford. Products returned from the search that were within their point budget were marked as "You've earned it" to quickly communicate a user's success.
Many of the product offerings were not available for individual purchase but rather presented as themed packages. We designed a product detail page to give users a simple error-proof way to select variants of multiple products within the package.
We produced high fidelity prototypes to help convey a high level clarity to stakeholders using mock products and a boilerplate color scheme.
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