Overview
Levi’s launched an in-store loyalty program with an app in Europe back in 2017. With Levi’s new direct-to-consumer strategy, we had the mission to offer a seamless omnichannel shopping experience to our consumers. It became clear that expanding the loyalty program from in-store to e-commerce is a critical move for us to continue building relationships with our consumers. In this project, I designed Levi’s loyalty e-comm experience which has been launched in 7 countries in Europe and got translated into 5 languages. I worked alongside a Product designer, a UX Writer, a Product Manager, and Consumer Insights Team.
Role
Product Designer
Duration
November 2018 - March 2019
Tools
Sketch, Principle, Invision
Problem
User Problems
Users want to utilize coins on e-commerce not only just in-store.
📊 Our survey showed that 43 % of the loyalty app users want to utilize the coins not only in-store but on our e-commerce site.
Business Problems
Users have low engagement on Levi’s loyalty mobile app.
Levi’s 247 Loyalty App that allows customers to use loyalty program in-store.
Discovery
We uncovered a handful of insights from analytics and survey on the mobile app to guide the site design direction.
Summary
Users are between 30 to 35 who have a higher potential to buy online.
Most of the users signed up for the program in the store, half of them downloaded the app.
Most of the users use the app only for redeeming vouchers and receiving birthday coins.
Users didn’t use other features (Check in to earn coins, enter raffles) at all from the app.
Problem Statement
How might we expand the loyalty program from in-store only to online so that we meet users’ needs and provide a seamless shopping experience?
Customer Journey
In order to visualize the consumer journey online, I did a comparative analysis to get inspiration on how our competitors run their loyalty programs online. I broke down the customer journey into five phases. In each phase, I identified areas on our site that need to insert loyalty content. With several rounds of meetings and discussions, we finally landed on a version that all teams agreed on.
Ideation
I sketched out and wireframed different interaction models for key experiences on registration, loyalty profile and coin redemption.
Registration
Side By Side
Modal
Loyalty Profile
Layout 1
Layout 2
Coin Redemption
Shopping Cart
Checkout
Iteration and Validation
After getting team alignment on the required features for MVP, I created a prototype to test out the end to end user flow from awareness to coin redemption in collaboration with the user research team.
We tested out three key user flows:
1. Existing Levi.com User
2. New Levi.com User
3. Existing App User.
User Testing
13 moderated and unmoderated sessions.
Summary of Results
Registration
It was only clear to one user that they were being automatically enrolled in the program.
For existing users, some were not happy about the idea of being automatically enrolled in the new program.
Loyalty Profile
Participants like and understand the content on this page.
Some were confused by “My Rewards” and were concerned that this is what you received instead of monetary value.
Some thought the location of the coin balance should be higher up on the screen here, and didn’t care as much about their ID number and time of the membership.
Coin Redemption
Some missed the “Redeem now” button on the shopping bag.
Some had difficulty adding and removing vouchers, and wanted a more “seamless” way to do it.
Polish
Signed Up
Easy sign up/upgrade process for new users, existing online account holder, and existing app users.
New/Existing Site User
Existing App User
Loyalty Profile
Members can view coins, earning history and their benefits.
Redeem Voucher
Easy to apply/unapply vouchers.
Metric
On Oct 15, 2019, we rolled out the pilot to Belgium. On June 5, 2020, we launched the program along with a new app refresh to an additional 7 countries including Great Britain, Germany, France, just to name a few.
As of now (Looking at Belgium data only):
30% increase for new user acquisition compared to pre-launch.
50% increase for active users who have finished creating a profile, redeeming for vouchers compared to pre-launch.
Conclusion
Immediately after the launch, we started to work on enhancements to address the issues we identified from usability testing and from the beta launch. And also right before we launched the 247 loyalty program for the Europe market, we also launched the red tab member program in the US. Combining the learning from both of the loyalty program, we got together as a global team with the goal of creating a unified online experience with localization in mind. Areas of improvement includes on-boarding experience, email preferences settings and so on. Stay tuned..