Design rewards to improve loyalty

Design the rewards and retention experience for different corridors at Remitly. Target specific customer segments to increase their loyalty and trust in Remitly.

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↑ 78%

Engagement of the customer experience increased 78%, including invitation / earned modals, rewards screen and calculator banner views
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↑ 65%

39,000 customers were invited to this A/B test experience, and 65% qualifying for their rewards across multiple corridors


↑ 27,283

27,283 customers sent over $1000 in remittances within the first month of launch and qualified for the rewards

Special Exchange Rate Program

Duration

Team

My Role

Nov 2023 - May 2024

1 Product Designer
1 Data Analyst
1 Content Designer
2 Product Marketing Managers
2 Product Managers
Engineers
Legal & Compliance Team

Product Designer

Introduction: growth is in high demand

This is a customer loyalty program, also known as a retention rewards program, is a strategy that helps retain customers and encourages them to continue purchasing with Remitly service. We believe that creating future value for customers with their current product engagement will increase stickiness and build a long-term relationship with Remitly that fuels a growth loop:
customer transaction → customer creates value for future transaction → increases consideration and intent to use Remitly → boosts repeat purchase behavior

Objectives

1.  Improve repeat customer share of wallet.
2. Find product market fit for important segments.
3. Incentivize high friction activities that lead to churn.

Target Customers

1.  Remitly customers.
2. Sending corridors including: US-PHL, US-GTM, US-COL, US-DOM, US-PAK.
3. Sending at least $800 in a month.

How might we make Remitly's loyalty program better so more high volume senders keep coming back?

The Challenges

1.  Get people to join the Remitly loyalty program.
2. Help customers keep tracking their sending money progress until they earn the special exchange rates.
3. Remind customers that the special exchange rate will be applied to the next month's order.

Research Findings

How did I achieve them?

Solution Iterations & Key Features

1.  Social card in home screen.
2. Progress bar keep tracking the amount of sending money.
3. Special exchange rate banner in send flow to always remind customer.



Easy reminder
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Automatically open rewarded drawer when targeted customers open the app



Real-time tracking bar

Since this is a free program, customers are automatically signed up for the program when they want more information. They can see that they have a progress bar and can keep track of how much they have sent.

Progress card - Iteration 1

Pros:

1. Customers can easy get access to their send amount in this loyalty program.
2. Track the progress and visit history easily in the same place.

Cons:

1. Not very align with the design system

Progress card - Iteration 2

Pros:

1. Customers can easy get access to their send amount in this loyalty program.
2. Align with the design system.

Cons:

1. The bar is too thin which is not very easy to track the progress.

Progress card - Final version

Pros:

1. Customers can easy get access to their send amount in this loyalty program.
2. Align with the design system.
3. Easily view the progress of your send and quickly send it again to make more progress.

User Testing & Iterations

Final Design

Before

After

Next Steps

1. Collaborate with XFN continually
If we observe a positive uptick in send volume continuing through July - we can identify more corridors where the test should be run for the whole corridor population or iterate on the current rewards qualification criteria to further refine the test. Answer all of the questions that the engineering team may have during any development stage.
2. Maintaining open communication
Open to communicate with the engineering team to ensure that the designs are being implemented correctly and that any issues or concerns are addressed in a timely manner.
3. Attending regular team meetings
Reviewing progress reports, and working with the engineers to resolve any design-related issues that may arise.
4. Maintain consistent user experience
I will make sure the loyalty user experience is consistent across all platforms and devices. Plan for loyalty program consolidation across all Remitly products.

Project Takeaways

1. Advocate Costumers
I learned to advocate for costumers through design in cross-functional teams. Even the senior designer is in medical leave, I can still make sure the project runs smoothly.
2. Quickly pivot
Constant change pushed me to grow during times of uncertainty, I always needed to adapt to new business and engineering requirements.
3. Be adaptive
This was the longest I've ever worked on a single project, it was a marathon and I'm glad I was able to put so much time, love and patience into completing a product I'm proud of.

Made by Hannah💖 @2022. No cookies here 🍪