Rewards Experience via customer lens October 2018 NPS survey: Grab - - PowerPoint PPT Presentation

Rewards Experience via customer lens

October 2018

NPS survey: Grab Rewards have high impact on NPS → Low Satisfaction

Research Objective

Verify our understanding of ‘consumer problems’ Understand how consumers are ‘engaging’ with grab rewards Identify cues to ‘enhance consumer engagement’ ‘Issues with UX design’ to make the consumer journey seamless Feedback on Rewards ‘Tier functionality’/ differentiation

Who did we meet?

• Male / Female
• Mix of age bands - 18-24 yrs, 25-34 yrs, 35-49 yrs
• Grab Platinum members (10 consumers)
• Grab rewards users & non-users (50:50 split)

○ Grab rewards users: redeem grab rewards frequently - (at least

• nce a month)

○ Grab rewards non-users: redeem points rarely (one in 3-6 months)

Grab Rewards

• Role & Associations

Grab rewards has NO STRONG ASSOCIATION with ‘Grab’; primarily a source to get discounts on rides

‘Nothing much comes to my mind when I think of Grab rewards’ ‘I think of it as bonus money to get discounts on my grab rides’ ‘It is an incentive program for loyal customers like us to get discounts’

Reward points being used primarily for rides: Offset surcharge & rides of higher value

Point of entry to redeem ride rewards varied:

• Category ‘grab’ for points redemption
• Clicking on ‘View All rewards’ and selecting ride vouchers
• Promo tab while making a booking a ride (1-2 respondents)

Most purchased a ride reward at the time of booking a ride. Occasions of redeeming a reward beforehand & keeping in ‘My Rewards’:

• Points are about to expire (Non users)
• Promotion offering ride reward in lower points
• Most had redeemed ride reward when grab announced

change in reward system

Notifications triggering consumers to look at non-ride rewards; however limited engagement beyond specific reward or first page

Notifications triggering users to look at non-ride rewards, quite a few redeemed low value offers (Bubble Tea in 1$, Starbucks Tall size coffee in 2.5$)

• However, users either only explored the specific reward or at best browsed through the special

deals section → No motivation to browse beyond the first page

• Some occasionally browsed through one or more section but rarely redeemed any offer.
• One respondent was browsing actively through non-ride rewards as well, scouting for

flash deals.

• Few had ‘Score’ to get discounts on rides, hence were open to use points for non-ride rewards

Users sometimes were also looking at/ redeeming points for lucky draws, contests to win trips (Lucky draw for a trip to Maldives)

By points used to purchase rewards (Example to understand the kind of non-ride rewards being redeemed by consumers)

Understanding the grab rewards customer

• User Persons which emerged..

THE ‘STRAIT-LACED GUY’

‘‘I like being straightforward, if I am wrong, prove me wrong & i'll change my mind. If not, i'll stand by my belief’’ Name: Don Ong Gender: Male Age: 37 years old Monthly expenditure on grab: ~500 dollars Traits influencing attitude towards grab rewards

• Believes one platform is for
• ne activity, & doesn't like

mixing things up → Keeps things straightforward & simple

• Considers Grab a taxi provider,

hence not interested in using app for other things Expectations from grab rewards

• More ride vouchers in less

number of points How can we target this customer?

• Shifting from ride to non-ride

rewards will require an attitudinal change (which is difficult)

• Showcasing greater savings

with non-ride vouchers could help ‘I believe one app should be for one thing only, grab application is for for booking rides, not sure why do we have airtime and food icons there, if i have to order food, i will go to the grab food app directly’ ‘Grab rewards for me is meant to get grab ride vouchers, i don’t want to waste my time looking at other things’

THE ‘DORMANT USER’

‘Potential lies between what is and what could be’

Name: Laing May Gender: Female Age: 36 years old Monthly expenditure on grab: ~500 dollars Traits influencing attitude towards grab rewards

• Currently using only ride rewards,

due to either lack of awareness of other benefits, no major impetus from grab to explore other things

• However, not averse to redeeming

non-ride rewards (Showed interest in redeeming rewards when we asked to browse through in the interviews).

• Occasionally looks at non-ride rewards

(notifications) Expectations from grab rewards

• Limited association with grab

rewards, rewards not a reason for satisfaction/ dissatisfaction with grab How can we target this customer?

• More customer centric

targeted approach by showcasing only relevant rewards and assisting them towards decision making ‘I never cared to browse through the rewards section, directly go to grab ride vouchers, but now that I am looking through it, some of these rewards look interesting’

THE ‘REWARDS SEEKER’

‘The genius is in making the complex simple’

Name: Naureen Faiza Gender: Female Age: 34 years old Monthly expenditure on grab: ~500 dollars Traits influencing attitude towards grab rewards

• Browses frequently & on the

lookout for relevant offers

• Keen to use non-ride rewards but

currently struggling due to limitations in our offering

• Curious to learn about discounted

deals & benefit from them Expectations from grab rewards

• Easy to locate discounted deals
• Easy to find deals relevant to them
• Better design/ layout - can browse

through more offers in shorter period

• f time

How can we target this customer?

• Lowest hanging fruit,

should be easy to target through a better rewards experience & building confidence in purchase ‘I browse through the offers to check if there are any relevant deals for me, once in a while I am able to spot very good discounted deals’

THE ‘CHALLENGER’

‘Maybe it is not about trying to fix something broken, maybe it's about starting over and creating something better’

Name: Timothy Low Gender: Male Age: 30 years old Monthly expenditure on grab: ~300-400 dollars Traits influencing attitude towards grab rewards

• Evolved consumer, with high

awareness what she is getting from other sources.

• Expects rewards program to

meet market standards. Expectations from grab rewards

• Seeking a differentiated

experience & feeling of being rewarded for being a loyal customer.

• Greater involvement with

brand activities, feedback on

• ur services
• Made to feel ‘special’ - Little

gifts once in a while to acknowledge brand loyalty How can we target this customer?

• Potential of becoming

strong advocators for the brand if taken care of.

• Crucial to maintain

contextualized communication on a regular basis to keep them interested and motivated ‘I find grab rewards to be very generic, I can get the same benefits elsewhere as well, it doesn’t involve in interesting games, challenges’

Therefore, the Personas & Ways to target

Engagement with grab rewards Ease of Targeting THE ‘STRAIT-LACED GUY’ THE ‘DORMANT USER’ THE ‘REWARDS SEEKER’ THE ‘CHALLENGER’ How can we target this customer?

• Shifting from ride to non-ride

rewards will require an attitudinal change (which is difficult)

• Showcasing greater savings with

non-ride vouchers could help How can we target this customer?

• Lowest hanging fruit, should be

easy to target through a better rewards experience & building confidence in purchase How can we target this customer?

• More customer centric targeted

approach by showcasing only relevant rewards and assisting them towards decision making How can we target this customer?

• Potential of becoming strong

advocators for the brand if taken care of.

• Crucial to maintain contextualized

communication on a regular basis to keep them interested and motivated

Understanding consumer needs from grab rewards

Key Needs from Grab rewards..

STRAIGHTFORWARD DECISION MAKING UNCHALLENGING TO EXPLORE EXCLUSIVITY OF REWARDS ENJOYABLE EXPERIENCE Skimming through various options should be a cake walk Should be easy to decide which reward to choose Rewards which are difficult to find anywhere else Should be fun & exciting to explore

STRAIGHTFORWARD DECISION MAKING: “The need to not invest mind space in deciding which reward to redeem”

STRAIGHTFORWARD DECISION MAKING Need to be sure that I am getting the best deal for my points The voucher purchased is saving me considerable amount of money All required information is stated clearly App should lead me to make a purchase, instead of me putting in efforts Need to see value in making an immediate purchase

‘If I have a 1000 points today, I don’t know what to do with it’. ‘I see outlets here sometimes, which I have no idea of the services they provide, hence I just move on to other things’.

EXCLUSIVITY OF REWARDS: “Need to see rewards which I will not find anywhere else”

EXCLUSIVITY OF REWARDS Seeking rewards which are not easy to get/ exclusive Need a reason to specifically visit Grab Rewards & not other sources with similar discounts

‘If I were looking for a discount on shopping I can just browse codes

• nline, for food also there

are so many apps, I would like to see some exclusive rewards such as tickets to a concert

• etc. on grab rewards

which I will not find anywhere else’

ENJOYABLE EXPERIENCE: “Need the rewards section to be fun to explore”

ENJOYABLE EXPERIENCE Need the reward section to be innovative & engaging with new activities & challenges Need to look forward what different it has for me today

“Grab needs to have challenges which excite me to participate, this will keep me engaged with the rewards platform as well”

UNCHALLENGING TO EXPLORE: “Easy to redeem points for rewards I want”

UNCHALLENGING TO EXPLORE Interface should be seamless, not difficult to browse through Easy to locate rewards which are relevant to me

‘App currently making me do the heavy lifting of finding what is relevant for me, it could help me find relevant offers/ deals’. ‘I expect the special deals section to have discounted deals which are available for a limited period of time, but I also see other non-discounted deals, so then I lose interest’.

How these needs manifest themselves in engagement with grab rewards?

UNABLE TO UNDERSTAND POINTS VS REWARDS BENEFIT

WHICH REWARD IS THE BEST UTILIZATION OF MY POINTS?

#1: STRAIGHTFORWARD DECISION MAKING

Ride rewards are benchmark for calculating worth of Non-ride rewards

Consumers are comparing the worth of non-ride rewards with the points they are spending on redeeming grab rides rewards. For e.g. if 1900 points are required to redeem a 5$ ride award, then willing to spend 1000 - 1500 points for a merchant reward (calculating the points required for getting a 1$ discount) Solution: Non-ride rewards offers are designed by benchmarking points vs value benefit of ride rewards

“My benchmark is the points I need to spend to get a 5$ off on grab rides, if I get another 5$ voucher with less number of points, I will consider it” Not enticing, can get 5$ ride reward in lesser points, which for sure can spend on ride, may not necessarily spend on this merchant

Enable easy comparison by providing non-ride vouchers of same value as ride rewards

Non-ride rewards are of different 3$, 8$, whereas the ride reward vouchers are of 5$, 10$ value, forcing consumers into doing the math.

Other aspects affecting decision making..

Non ride rewards requiring consumers to spend more than a couple of thousand points are considered not value for money. For e.g. Krisflyer airline reward - 3000 points for 300 miles Amount of money spent to get x number of points (every point has a dollar value)

• Reward value should be at least 10-13% of total amount

spent, comparable to other loyalty programs, such as credit card companies.

• Increased user dissatisfaction as were calculating the points

earned per dollar spent wrong → low on awareness Merchant outlets often have their own reward program & do not allow clubbing of grab rewards voucher with their own program → no impetus to use grab rewards for non-ride rewards

UNABLE TO UNDERSTAND EXPENSE VS REWARDS BENEFIT

WHETHER REWARD IS WORTH REDEEMING GIVEN HOW MUCH I WILL BE SPENDING FROM MY POCKET AT THE MERCHANT OUTLET?

#1: STRAIGHTFORWARD DECISION MAKING

‘So if grab rewards is giving me 5$ off by using 1500 points on starbucks grande coffee cup, I should know the price of the cup of coffee to understand the relevance of points’

Showcasing reward value vis-a-vis average expenditure at the merchant

• utlet → will enhance relevance of the reward

E.g. 5$ reward benefit from Sephora where customer would spend a couple of hundred dollars might not be considered substantial How will it look like in the Grab application? Reward offers highlight average spend with the

• merchant. E.g. Case in Point: Zomato application,

average cost of a meal is stated and then the discount is mentioned. Further, the menu is given to help consumer to make a decision A 5$ reward benefit is more substantial for a restaurant with an average meal cost of 10$, then a premium restaurant with an average cost for meal as 30$

UNABLE TO MAKE A DECISION WHILE BROWSING DUE TO INCONSISTENCY OF INFORMATION

DO NOT SPEND TOO MUCH TIME ON THE SECTION OR TEND TO POSTPONE PURCHASE

#1: STRAIGHTFORWARD DECISION MAKING

Lack of segregation of information influencing purchase

Rewards across range of points are mentioned, do not see options available in the points I currently have, hence difficult to find relevant rewards. Further, rewards requiring higher points catch attention and hence postpone purchase to the time when have enough reward points

Rewards across points required for redemption are mentioned on the same screen - unable to focus energy towards choosing rewards for the points I have

Reward categories basis points to reduce the clutter?

How will it look like on the grab application? Rewards categories with caps on the number of points required to redeem each - upto 500, upto 1000, upto 1500, upto 2000, upto 2500

• etc. to assist consumers in selecting the relevant reward
• Basis the amount of money user is willing to spend on a

particular category of reward

• Basis the number of points available to redeem reward

Showcasing rewards available within the current number of points accumulated by the consumer

• Link for the same could also be given on the page where they

currently get information on their points

No information on service provided by the merchants, no point exploring further

Not aware of the service provided by ‘vaniday’, ‘Naiise’, hence do not understand the value of the purchase

Categories mentioned are not in sync with the services provided

Donation should be a separate category, limited edition should feature deals which are available for a short period of time Merchants like ‘Browhaus’ could be a part of ‘wellness’, ‘services’ category implies services of a handyman

TEND TO DEFER PURCHASE, DUE TO STAGNANCY OF REWARD BENEFITS

→ NO URGENCY CREATED BY THE APP

#1: STRAIGHTFORWARD DECISION MAKING

‘I know that if I go into rewards section after a week, the reward will still be there, so there is no push for me to redeem it right away’

Mentioning time period of reward offer validity - creating urgency of purchase

Consumers can redeem a reward anytime they want makes them postpone purchase.

• In a few cases users had purchased & stored a few

rewards when they knew that the rewards were available for a short duration If reward benefits and value change with time then consumers might be motivated to redeem rewards faster. What can we do on the grab application? Hot deals, which are only present for a few hours/ couple of days Further triggering purchase by showcasing the most relevant rewards basis consumer profile, points available. E.g. using available customer data

Stumbling upon flash deals is a matter of luck!

Flash deals across categories to be mentioned on the first page itself to get maximum traction

“I am most interested in looking at the flash deals but surprisingly I don’t see them upfront, maybe Grab does not want me to redeem these” Need to go to ‘Services’ category or ‘All Rewards’ to see the Browhaus flash deal. Not mentioned in the special deals column on the first page

REWARDS COULD GUIDE ME TOWARDS MAKING A DECISION, NOTHING ASSISTING ME AS OF NOW

NO DRIVER TO REDEEM A NON-RIDE BENEFIT

#1: STRAIGHTFORWARD DECISION MAKING

Personalized experience, number of rides required to redeem the reward: drive user towards purchase

If the user is exploring a particular reward & does not have sufficient points to redeem, we could mention the number of rides user needs to take to redeem it (basis average cost per ride) Search icon to look for a particular category consumer is interested in. e.g. ‘shopping’ is a broad category, search icon would allow consumer to type say ‘apparel’, ‘cosmetics’ or even a specific

• utlet
• Consumers were sometimes referring to

grab rewards when visiting a particular

• utlet to avail discounts seen previously

Leverage user data to see if a particular profile

• f consumers is only looking at specific type
• f rewards, such as ‘apparel, ‘cosmetics’ etc. &

use this information to showcase these rewards upfront → personalized experience Proactive approach - push notification to a consumer when he is around an area about the nearby areas to where grab rewards can be redeemed “When i am looking at a reward and do not have sufficient points to redeem, app does not guide me in any way towards redemption, it could tell me that i only need to take so many more rides to redeem the award ”

INTERFACE IS CONFUSING, TOO TAXING TO EXPLORE

“Customers will remember their experience with a brand long after they’ve forgotten a discount”

• Howard Schneider

#2: UNCHALLENGING TO EXPLORE

Purchase decision making journey..

LANDING ON THE APP CATEGORY LANDING PRODUCT EVALUATION REWARD SELECTION Entry point Choosing a specific category Browsing across all benefits Information sought Parameters evaluated Factors affecting decision making

Focusing on some UX design concerns highlighted by consumers..

CATEGORY LANDING

Consumers don’t know there is a scroll option to look at additional categories. Grab (as a category) is difficult to understand - cane be called ‘Grab food & rides’ for clarity Food and ride rewards come upfront in ‘View Rewards’, showcasing other category rewards to drive traction

CATEGORY LANDING

Limited information on 1 screen, hence do not witness a gamut a services, plus need to scroll a lot More information on a single screen, reducing the need to scroll. E.g. zomato app for reference

Zomato Singapore application

PRODUCT EVALUATION

Terms and conditions are not organized - mentions ‘applicable for singapore only’, then the outlet in which the reward is applicable is mentioned after 3 points Discount of 66% on points is not highlighted/ prioritized on the app, discovery left to chance

DIFFICULT TO FIND REWARDS WHICH ARE RELEVANT TO ME

BROWSING THROUGH THE LIST SEEMS AIMLESS

#2: UNCHALLENGING TO EXPLORE

Incorporating multiple, diverse factors in knowing what to recommend such as personal browsing/ purchasing history, choices made by people with similar purchasing history; as well as factors such as popularity or ‘trendiness’ of an item.

Incorporating information from diverse sources to make intelligent assumptions on consumer needs for a personalized experience

Using behavioural targeting & personalization for a better customer experience → Capturing data of the categories users is interested in and then showcase rewards only for those categories

“I will suggest rewards to be built around my travel patterns, make it relevant for me instead of just a catalogue”

Showcasing rewards of popular merchants, Location tracking for a relevant experience

Location tracking - leverage grab data to know places visited by the user frequently - show the deals in those areas specifically upfront

• Users using other apps to get discount from for food, shopping - no driver

to use grab for the same benefits Displaying restaurants which have received high rating (can refer to popular food & beverage applications), would be motivated to try them.

• Most mentioned that they are not keen to explore rewards from places

they are not aware of, rating can trigger them to try out their options

REWARDS PROGRAM IS QUITE REGULAR, I CAN FIND THE SAME BENEFITS ELSEWHERE

NO MOTIVATION FOR ME TO REDEEM NON RIDE REWARDS

#3: EXCLUSIVITY

‘I would like to see vouchers for concerts, events on grab rewards which I am not likely to find anywhere else’

REWARDS PROGRAM IS NOT FUN/ EXCITING TO EXPLORE

WHY SHOULD I CHOOSE TO SPEND TIME ON GRAB REWARDS OVER SO MANY OTHER LOYALTY PROGRAMS?

#4: ENJOYABLE EXPERIENCE

Challenges, activities to keep users engaged in the program

Make grab rewards fun, exciting to explore

• Challenges to keep customers engaged with grab

rewards

• Users were also participating in Lucky draws on grab

rewards - these requiring lower points to play were an additional motivator

• Participate on polls on grab daily

“grab could make rewards exciting for me, I participate in a challenge with say 1000 points, & say I do not cancel any ride for a week and then I will get 2000 points, else I lose my points, this will keep me engaged with rewards for the entire week & will be fun as well’”

Therefore, what are our key TakeAways..

Some learnings to take forward

Non-ride rewards offers to be designed by benchmarking points vs value benefit of ride rewards

KEY IMPLICATIONS/ LEARNINGS

Showcase reward value vis-a-vis average expenditure at the merchant outlet to enable consumers see the worth of the reward Each merchant reward to clearly mention the product/ service provided by the merchant Reward categories to be structured in a way that they are in sync with the services provided Reward categories structured basis points to guide consumers in selecting the relevant reward - e.g. Rewards categories with caps on the number of points required to redeem each - upto 500, upto 1000, upto 1500, up to 2000, upto 2500 etc. Mentioning the time period of reward offer validity could create urgency of purchase

Some learnings to take forward

Driving consumers towards points redemption by mentioning the number of rides he needs to take to redeem the reward

KEY IMPLICATIONS/ LEARNINGS

Showcase rewards basis their previous browsing history to enhance relevance of rewards through a personalized experience Search icon to allow them to look at a specific category or merchant Location Tracking; Push notifications to showcase rewards in a particular area consumer is present Flash/ Special deals to be aggregated and mentioned on the first page itself to generate interest Fixing UX design issues to mitigate confusion in consumer journey

Some learnings to take forward

Enhance relevance of rewards by showcasing rewards of popular merchants (Rating from popular apps/ websites)

KEY IMPLICATIONS/ LEARNINGS

Include exclusive rewards such as concert tickets (front row seats) etc. to delight our biggest spenders Engaging customers through activities they are interested in such as lucky draw, challenges for them to participate etc. Incorporating information from diverse sources to make intelligent assumptions on consumer needs for a personalized experience

Creating a differentiated experience across Tiers

Multiple touchpoints working to inform consumers of their Tier status

The tier bar displays the tier and points - visible & unobtrusive Browsed through the tier benefits on the ‘Membership info’ screen (some) Mostly through email notifications - informed they have moved up to the platinum tier

• Users were actively reading mails from grab

Screen could be utilized better for showcasing relevant rewards to users - recommended rewards, rewards available in the points accumulated

Most aware of getting more points for being a Platinum member/ paying via GrabPay (some), however not aware of point mechanics

Consumers knew they were earning more points as they platinum member but either not aware/ confident of how the points were being calculated Some paying via GrabPay to earn more points (3-4 consumers, Mode of payment for others ws credit card)

• Learnt through spouse/ friends that can earn

more points if use GrabPay

• Started using it when there was a promotion

and continued (1 person)

• Using GrabPay at merchant outlets (motivated

by discount, more points) to pay via QR code, hence in a habit of using it (1 consumer) Again were either not aware/ confident of the multiplier applied for using Grabpay Some (4-5 consumers) had scrolled through the Tier benefits breakup while looking at their points. However, could recall limited benefits. No respondent had seen the detailed description of tier benefits

Prioritized booking: Most sought after Tier benefit

■ Considered an important benefit (rated as 8-10 on importance on a 10 point scale) ■ However, consumers not sure if they are being prioritized or not. ❏ Highlighted cases when they had to wait for long period to get a cab, cab drivers cancelled on them etc. Prioritized booking ■ Most had never used the support line & hence did not find it important (rated 3-5 on a 10 point scale) CONSUMERS ARE AWARE OF THE BELOW BENEFITS CONSUMERS ARE NOT AWARE OF THE BELOW BENEFITS Less points for reward redemption ■ Have to spend less points for ride vouchers (in comparison to other tiers) - some ❏ Important benefit ❏ This benefit is not mentioned in the benefits summary of platinum members Dedicated platinum support line Access to new features ■ Not considered important, most unclear about the offering (rated 3-5 on a 10 point scale) Exclusive rewards from partners ■ Considered important by most - will make them feel that they are being prioritized over

• ther customers/ given importance for being

loyal grab customers (rated 7-9 on a 10 point scale) ‘I like the idea of getting exclusive rewards from partners, it I will make me feel special, that I am being prioritized and rewarded for being a loyal grab user’

Consumers seeking more involvement with grab, to feel ‘valued’

Invitation to grab events for platinum members only Tickets to concerts etc. with front row seats Invite to discussions on grab services and consumer feedback on how it can be improved Free gifts once in a while as a surprise ‘grab should invite us to get feedback on the

• fferings of the company and other things it is doing,

this will make me feel that it is a customer centric firm and not their just to make money’ ‘the company could send us gifts once in a while, it could be something small, it is not that we cannot afford the gifts, but receiving it from the company will make us feel good, and feel valued’

App depicting consumers trying to book a cab in the vicinity, to make them believe in prioritized booking

Agoda provides real time data of the number of people looking at the property, number of times the hotel room has been booked in the past etc. to instill confidence in booking › Giving consumers real time information of the multiple booking requests in the area likely to instill confidence in them being prioritized

• Likely to help reduce dissatisfaction

in case of not being assigned a cab

Separate section with ‘locked’ offers for Platinum members - members will feel ‘special’, motivate others to move up the ladder

Entertainer app has locked offers page - visible to consumers after they have subscribed for the service An exclusive section for platinum members only will not only make the members feel a differentiated experience for being a loyal member but also likely to motivate others to move up the ladder

• Further locked offers create a suspense element on what

consumers are missing out on because of not being in the top tier ‘There could be some rewards only for Platinum members, this will make me feel special’

Actionable status update on Tier progress to keep users ‘engaged’ & ‘motivated’

Motivating consumers to move up the ladder by telling them how far they are from moving up the ladder & also how to get there

• Number of rides they need
• Additional benefits they will unlock

Marriott hotel Tier status update mentioning the number of nights one needs to take to move up the Tier

UX design cues..

Therefore, some learnings to take forward

App depicting the number of consumers trying to book a cab in the vicinity to enhance belief in prioritized booking (Most sought after benefit for consumers)

KEY IMPLICATIONS/ LEARNINGS

Separate ‘Locked offers’ section for Platinum members - Make them feel special & also motivate others to move up the tier Actionable status update on tier status progress, to keep consumers engaged & motivated Involving the platinum members in brand activities such as seeking feedback on new features/ launches etc. to make them feel valued

THANK YOU

Next steps...

Tangible outputs

• Reprioritizing the backlog
• Understanding opportunities
• Aligned explorations

Design for Clarity

Rewards

• Simplifying decisions (concise and clear)
• Simple navigation
• Don’t make user

think (help consumer to decide) Design for ease of navigation and find-ability (usability) Simplifying navigation

• Streamlining the information

displayed for a more concise browsing experience Supporting decisions

• Making it easier for users to make

purchasing decisions

Contextual Rewards

• Show me rewards that I can purchase
• Show me rewards that are around my current

location

Design for Context

Rewards

• Rewards that are relevant to me
• Steps towards personalization

Design for Motivation

Rewards

• Nudging the users to make purchases
• Relevant notifications

Nudging users

• Locked offers only for platinum users
• Tease platinum offers to non platinum users

Reward games

• Refreshed content to encourage

frequent visits Flash deals

• Limited time based rewards to

highlight urgency

• Countdown inventories