With the addition of new ticket functionality for freebie promotions and time-sensitive event perks, it was important to simplify the user experience while creating excitement about the new perks available and the actions needed to qualify to get them.
Partnering with Cineplex, we gave over 200,000 Collectors from across Canada the chance to take their family to a free movie over 12 weeks.
Partnering with Cineplex, we gave over 200,000 Collectors from across Canada the chance to take their family to a free movie over 12 weeks.
Company: Loyalty One • Project time: 8 weeks • My role: Senior Product Designer
The problem
AIR MILES (AM) Perks usage wasn't trackable. The company had no idea what the actual redemption numbers were since many perks only required showing your card at the register. Without data, it was becoming difficult to persuade new clients to join. Plus, AIR MILES was already running live events (culinary with private chefs) and needed our own ticketing platform to be able to issue tickets. We didn't have the capacity or budget to build a custom tool.
The opportunity
Create a promo code & ticketing platform to start tracking perks metrics. Partner with an external vendor to white-label their platform & expand functionality and capacity over time. Define MVP for first iterative launch with Cineplex - Family favourites movies. This was a huge opportunity because Cineplex was a Scene rewards program partner (careful to avoid conflict of interest issues) and AIR MILES had been trying to find ways to partner with them for years.
Getting started: Creating team alignment
After an initial brainstorming whiteboard session with the team, I synthesized our wishlist into a user flow for Phase 1. This helped internal stakeholders and external development teams align on requirements and prioritize what could be built first within the initial 8-week time limit, as well as negotiate on what would be iterative fast follow-ups post-launch.
Phase 1: User flow to get stakeholder agreement
Overcoming challenges
In addition to working with legacy technology constraints, outsourcing white-label restrictions and coordinating between internal and external teams, my designs also needed to address:
AVOIDING CALLS TO CARE:
The Business was hyper-sensitive about generating any extra calls to the call center as a result of our perks initiative (since that costs the company $$$). So they wanted to be extra clear about what a user would need to do in order to redeem their promo codes for Cineplex.
The Business was hyper-sensitive about generating any extra calls to the call center as a result of our perks initiative (since that costs the company $$$). So they wanted to be extra clear about what a user would need to do in order to redeem their promo codes for Cineplex.
REDEMPTION CODE CONFUSION:
Due to time constraints, we couldn't integrate AM Perks & Cineplex websites. So users received a promo code on AM.ca and needed to redeem it on Cineplex.ca. We had no way in real-time to give feedback to the user on the AM site if a promo code had been redeemed (although we would get the reports from Cineplex about how many codes were redeemed).
Due to time constraints, we couldn't integrate AM Perks & Cineplex websites. So users received a promo code on AM.ca and needed to redeem it on Cineplex.ca. We had no way in real-time to give feedback to the user on the AM site if a promo code had been redeemed (although we would get the reports from Cineplex about how many codes were redeemed).
PROGRAM MECHANICS WEEKLY CADENCE:
Collectors get up to 6 codes per week (not 6 for the entire campaign).
Collectors get up to 6 codes per week (not 6 for the entire campaign).
My design process
As I designed, I relied on three primary questions to guide my choices:
1. Does the user understand what the perk promotion is about?
2. Are the steps for getting the perk clear to the user?
3. Is it obvious to the user what action to take next?
2. Are the steps for getting the perk clear to the user?
3. Is it obvious to the user what action to take next?
Testing for clarity and comprehension
Due to time constraints, we tested the designs for clarity and comprehension with 10 colleagues from other departments. Although we received positive feedback, I still flagged this as a potential risk to stakeholders – who decided to proceed anyways due to the fast-approaching deadline.
Designs for Phase 1 Launch
To bring the designs to life, I collaborated with external engineers to implement the designs and connected them with our internal Design Systems team so they could save more time by leveraging our existing component library.
DESIGN: Desktop & mobile web experience for MVP
Collectors log in with their AIR MILES account.
Once logged in, codes for tickets can be requested.
Collectors can view their codes all in one place.
The impact
We exceeded Cineplex client expectations by 20x. Cineplex benchmarked success at 20,000 promo codes for the entire 12-week campaign, and we achieved that in less than 1 week. Cineplex was thrilled and immediately started discussing another partnership opportunity with us.
We celebrated that we now had the tracking metrics for perks! Over 1 million promo codes were requested which mapped back to over 200,000 Collectors across Canada. Plus, there was no increase in call volume to the call centre about the promotion. A huge win!
This success attracted new partners like Mary Brown's Chicken and the NBA, ultimately growing new brand partnerships and providing AM Collectors with more value and creating memories with their families.
We celebrated that we now had the tracking metrics for perks! Over 1 million promo codes were requested which mapped back to over 200,000 Collectors across Canada. Plus, there was no increase in call volume to the call centre about the promotion. A huge win!
This success attracted new partners like Mary Brown's Chicken and the NBA, ultimately growing new brand partnerships and providing AM Collectors with more value and creating memories with their families.
Learnings
• It takes a village and creative problem-solving when deadlines seem impossible.
• Choose to be a ray of sunshine in the midst of the hurricane. Genuinely telling people how much you appreciate them and acknowledging their effort to do their best can brighten up even the gloomiest day.
• When people start talking in circles, simply get up, grab a whiteboard marker and start writing down a recap of what was said, and ask for what else is missing to help everyone feel heard and provide a visual anchor for the room to make decisions.
• When it comes to legacy technology integrations, there are always surprises. There will always be something weird that happens, so anticipate needing extra time to figure out solutions.