In an effort to increase brand loyalty, Vivid Seats launched an app exclusive rewards program giving customers credit back for every purchase made. I was the lead product designer on this project and handled the process end-to-end from research, journey-mapping, and wireframes to visual concepting for the program and final UI designs through the customer flow and micro-animations for mobile and tablet.
Since we are the first in our industry to launch a program like this, I looked through rewards programs in other industries for inspiration and program standards. This included ride share apps, movie theaters, airlines, apparel retail stores and coffee shops. This helped me get an idea of what type of information we needed to convey and where.
In order to design an empathetic experience, I also defined some behavioral archetypes. This helps me better understand our future user group and their goals, wants and needs.
— Customer Behaviors:
-App users / tech savvy
-Looking for lowest price to next live event
-Familiar with other company's rewards programs
— Customer Goals:
-Get discounts on ticket purchases
-Know about the program before buying
-Be able to track progress from an easy to find spot
-Know when rewards are available to use
-Be able to see history of reward earning and burning
— Types of Customers
-Users with legacy app version
-Users with first time download or version update
-Returning users not signed in
-Returning users signed in, no purchases
-Returning users signed in with rewards progress
-Returning users signed in with credits available
Increase repeat users
Establish brand loyalty
Drive traffic to the app
I mapped out all the touchpoints for this program within the app for all the user types defined above. These were done in a wireframe/lo-fidelity state to determine flow, content and which screens we needed designed.
Additionally, we mapped out flows to inform the marketing side of the program. These included emails sent around the program and all the touchpoints that would advertise the program and flow into the app.
Went through several iterations of visual design to land on a look and feel for this program. I looked at module placement, visual variations, and layout variations. This also included deciding to brand tiers in the program by colors and choosing those colors to represent. The program branding that was determined in this phased trickled down to the app UI, web marketing placements, email communications and all other digital advertising.
Once the visual feel was finalized, we came up with an MVP approach - scaling back placements and extra engineering features to create a viable product that could be productionalized in a short period of time. These screens were created in Sketch app / animations in Principle. After an approval process with stakeholders, product and design, these comps were handed off to developers using Zeplin and JIRA.
User Testing and Feedback
Given the quick timeline and deadlines for this project, we didn't have time to run a prototype through user testing before development. However, after MVP was released, we collected feedback through surveys and qualitative feedback about the program through user testing where we could identify pain points to the program, understanding of it and the UI.