Easing Customer Enrollment
Role: UX/UI Design | Process & Skills: User Interviews, Analytics Research, UI Design
User Story: As a Merchant I want to easily enroll new members into my loyalty program who don't currently have the Perka App.
Version 1 of our enrollement helper.
The Enrollment Helper Feature
My team discovered through merchant feedback and user interviews that customers were interested in being able to earn loyalty points even if they forgot their phone. We came up with an idea to print a scannable code on a receipt that the customer could use to redeem their points at a later date with the Perka App.
This feature could also be used to attract new customers who had not downloaded the app yet. By downloading Perka, the customer could scan their receipt and claim the points before even having an account. This gave our merchants the opportunity to offer an immediate incentive to sign up instead of saying “Remember to download the app before you come in next time!”
My Challenge
I needed to present the new “Claim Code” feature to the user in a way that was easily discoverable, understandable, and most importantly not confusing to users for whom it did not apply. Customers without receipts still needed to be able to use the app as usual without getting confused.
The Solution
Version 1
Above is the initial concept for the presentation of the claim code feature. We decided to try presenting the feature on a splash screen to guarantee our users would see it. Our analytics showed that this solution was successful in getting customers to use the enrollment helper but we also found some negatives to this design (discussed here) and worked on a less obtrusive version.
Version 2
Our second iteration (above right) removed the splash screen and create account function but still advertised the "Claim Code" feature. User testing the prototype revealed this presentation to be confusing for folks who did not have a receipt. They thought you needed one to begin using the app.
Our second iteration had a lovely animation but we decided it was still a little too ambiguous. Users still have too many choices plopped in front of them.
Version 3
The winning concept took the form of a pop-over feature announcement (below left). The user gets an idea of what the feature is, if it concerns them, and can then move on without confusion or tap “Learn More” if they are confused (below right).
A/B Testing to the Rescue
We always wanted to let users try Perka and decide if they found it useful before asking them to create an account. Once users had earned enough points to get a reward, they created an account. This could take a long time depending on the user. We wanted to know if we could speed up this process and gain more sign ups. We decided to try presenting users with an account wall as part of the new Claim Code feature.
After A/B testing the gradual engagement method against the account wall, we got a huge surge of sign ups. Users had grown accustomed to having to create an account right away in other apps, and opted to do so when presented the choice. Looking at the numbers over several months, however, showed this to not be as good as we thought. The downside to more accounts created turned out to be less engagement over time. It was quantity over quality. That is why we went back to our gradual engagement method using the intro screen in the second iteration.