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Rewards & Loyalty Program Design in Redbox Mobile App
Leveraging the power of data to deliver amazing experiences for everyone
I was thrilled to leverage mobile technology and loyalty strategy to make Redbox consumers’ more engaged with the brand and the products!
Millions of Redbox customers enjoy renting movies and games from Redbox at convinte locations and very affordable price. And in this research of customer journey, we're about to optimize it by using data to find customer insight without violating privacy. Rather than displaying a single "one size fits all" experience, a personalized website displays a unique experience based on a visitor’s specific journey, and characteristics, for example, a working mother may be busy at weekdays and grab a few movies rental at Friday night or Saturday on her trip to groceries for movie night with family/friends.
As the mobile product owner and designer for the best experience of the new loyalty/rewards program, my role is to define the strategy, roadmap, and create the design. Combine the customer needs, business needs, and operational feasibility.
The Challenge
With the vast content and options on the internet, it’s getting harder to engage visitors and keep them interested. Different users/visitors may have different goals and expectations on the website.
Redbox customers are from all demographics, backgrounds, and other characteristics: they interact with Redbox products/services via all kinds of channels of Kiosk, desktop, mobile, email, media, and etc. Identifying their needs and priorities for the mobile app is challenging.
Discover & Research
1. We need to understand the big picture and context
Design Brief
- WHAT: To improve the Redbox native mobile app so that our consumers can be more engaged and motivated to use our product on mobile phones
- WHO: All Redbox consumers (external) and business owners
- WHY: To leverage mobile technology to better meet mobile users needs
- WHEN: 9 weeks timeline including Brainstorm sessions, Wireframe/Prototype, 2 rounds of usability testing and implementation
Define Pain Points to Solve
- Often forgot or get distracted to finish transactions
- Not very motivated to get more movies
- Issues with using the Mobile Locations Map
- Not clear which is the nearby Kiosk locations and how to get there
- Confusions on return due date and late fee
Ideation On Solutions
- Incentive on getting more
- Engage with friends and families
- Tiers rewards program to encourage bigger rewards
Design & Usability Test
1. Create Alternative Designs
- Compares performance of variants across a broad range of metrics until results are significant on randomly distributed traffic from real visitors.
- Can be used for optimization & segmentation.
2. The mockups
3. Usability Testing
I got feedback on design, then change Design per Feedback and Evaluation from Usability Testing, Test again until satisfied designs were Found.
4. Final UI For The Rewards Program
Implementation, Integration and Tuning
I worked with developers in the Agile team on day to day bases to code the design into iOS and Android apps.
Release & Achievements
We released the mobile app to iOS App Store and Android Google Play, and executed on the roll-out plan to the end users.
Great Features
Great features such as find nearby kiosk, return notification, text promo etc.
Good Rating and Reviews
3.5 stars App reviews on the new version and lots of good reviews.
Appreciation from users
23% more downloads from App Store and Google Play for the new version.
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