Remitly sought to enhance customer retention through a Loyalty Program MVP. I led UX/UI efforts to create a Rewards dashboard strategically placed in the main navigation.

Roles & Responsibilities: In the design phase, I created an accessible and calculator screen-activated Rewards dashboard. Validating the approach through user testing, I ensured alignment with user expectations. Collaborating closely with the Product Manager and developers in regular refinement sessions, I aimed to sync the design with technical feasibility.

Scope & Constraints: To streamline MVP development, I maximized efficiency by leveraging existing screens and components. However, adhering to established component styles posed challenges due to deviations from the norm. The Loyalty Program structure involved earning one point per transaction, with a redemption threshold set at 8 points for future transactions.

Process and what I did: I conducted thorough competitive benchmarking in the loyalty market, drawing insights from companies like Starbucks and Tesco. Crafting the Loyalty UI flow, I collaborated with developers to ensure feasibility, choosing a low-lift effort by integrating it as a straightforward line listing. User testing yielded positive results, with 80% expressing interest in collecting loyalty points, and 70% preferring activation directly from the calculator screen.

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Conclusion

The introduction of Loyalty rewards had a widespread impact, influencing various touchpoints, especially those tied to monetary transactions. Despite a projected revenue impact ranging from $2.5M to $15M, the business opted to prioritize other initiatives over Loyalty points. This decision was driven by the prolonged timeframe required for assessing the success of the Loyalty Program, spanning up to six months.

• Client Remitly
• Year 2022
• Services Product Design Research