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Loyalty Reward program

Loyalty Reward program

Mobile app | UX Research & Design | 2 weeks

Mobile app | UX Research & Design | 2 weeks

Overview

Problem

Problem

With an increasingly competitive streaming landscape, users have numerous subscription options, making customer retention critical.

With an increasingly competitive streaming landscape, users have numerous subscription options, making customer retention critical.

The streaming industry's average churn rate is around 37%

The streaming industry's average churn rate is around 37%

To stand out and retain users, streaming services must prioritize reducing churn by actively recognizing subscriber loyalty and continuously enhancing perceived value.

To stand out and retain users, streaming services must prioritize reducing churn by actively recognizing subscriber loyalty and continuously enhancing perceived value.

Key Objective

Key Objective

Understand the motivations and expectations of long-term subscribers to design solutions that enhance their perceived value, improve customer loyalty, and significantly reduce churn in an increasingly competitive streaming market.

Understand the motivations and expectations of long-term subscribers to design solutions that enhance their perceived value, improve customer loyalty, and significantly reduce churn in an increasingly competitive streaming market.

Process

Research

Define

Design

Test

Iterate

Research

Goals

  • Understand user motivations and behaviors related to streaming service usage.

  • Identify pain points in current streaming experiences that ma y influence subscription retention.

  • Explore existing competitor strategies to uncover gaps and opportunities. Evaluate user perceptions of value and usability for potential new features.

Competitive Analysis

Competitive Analysis

Interview Insights

Interview Insights

Viewing rewards would be nice - pay me to watch it, heck yes. Free months or premium bundles for a drastically reduced rate, even better. Anything to keep more cash in my pocket. – Participant from Boston

If I’m already watching, why not get something back for it? Earning points for doing what I’m already doing makes it feel like I’m getting more value out of my subscription.. – Participant from Illinois

Key Findings

Key Findings

  • Users are highly motivated by tangible rewards, particularly free months, discounts, and exclusive content.

  • Earning points through actions like watching content, referring friends, and engaging with features presents a compelling incentive structure.

  • Flexibility in reward options, such as subscription discounts, free months, and early access to content, enhances user appeal.

  • Skepticism around rewards programs highlights the need for a transparent, easily attainable system to build trust and engagement.

Affinity Map

Affinity Map

Affinity Map

Define

The User

The User

Bridging Business Goals with User Needs

Bridging Business Goals with User Needs

I began by identifying business objectives and essential features aligned with user goals. Next, I developed a foundational framework using "How Might We" (HMW) statements to connect user needs with task flows and potential technology integrations. This method encouraged creative exploration while ensuring the team remained focused on solving relevant user challenges.

I began by identifying business objectives and essential features aligned with user goals. Next, I developed a foundational framework using "How Might We" (HMW) statements to connect user needs with task flows and potential technology integrations. This method encouraged creative exploration while ensuring the team remained focused on solving relevant user challenges.

Questions

Questions

How might we create a loyalty program that rewards users for consistent viewing and referring friends, increasing engagement and growing the user base?​


How might we simplify Netflix’s recommendation system within the loyalty program, ensuring personalized suggestions motivate continued viewing and referrals?​


How might we seamlessly integrate social and interactive elements into a loyalty rewards program focused on viewing and friend referrals, appealing to diverse user groups without detracting from the primary streaming experience?

How might we create a loyalty program that rewards users for consistent viewing and referring friends, increasing engagement and growing the user base?​


How might we simplify Netflix’s recommendation system within the loyalty program, ensuring personalized suggestions motivate continued viewing and referrals?​


How might we seamlessly integrate social and interactive elements into a loyalty rewards program focused on viewing and friend referrals, appealing to diverse user groups without detracting from the primary streaming experience?

Design

Wireframing

Wireframing

After refining user flows and information architecture, I explored the "How Might We" questions through iterative wireframing.

After refining user flows and information architecture, I explored the "How Might We" questions through iterative wireframing.

High Fidelity Designs

High Fidelity Designs

Based on initial usability test results, I made significant changes before progressing to higher fidelity mockups.

Based on initial usability test results, I made significant changes before progressing to higher fidelity mockups.

Test

Usability Feedback

Usability Feedback

Usability testing on the initial high-fidelity mockups confirmed I was moving in the right direction, though some adjustments were needed.

Usability testing on the initial high-fidelity mockups confirmed I was moving in the right direction, though some adjustments were needed.

It’s clear where to click, but it could be better labeled as 'Start Watching to Earn Points' to make it more specific – Participant from Seattle

I kept jumping between sections trying to find the actual rewards list. It wasn’t clear wh ere to go. – Participant from New Jersey

It would be helpful to see an easy to access explanation of how to earn points. – Participant from Chicago

It’s clear where to click, but it could be better labeled as 'Start Watching to Earn Points' to make it more specific. – Participant from Seattle

I kept jumping between sections trying to find the actual rewards list. It wasn’t clear wh ere to go. – Participant from New Jersey

It would be helpful to see an easy to access explanation of how to earn points. – Participant from Chicago

It’s clear where to click, but it could be better labeled as 'Start Watching to Earn Points' to make it more specific. – Participant from Chicago

I kept jumping between sections trying to find the actual rewards list. It wasn’t clear where to go. – Participant from Seattle

It would be helpful to see an easy to access explanation of how to earn points. – Participant from New Jersey

Iterate

After completing the initial round of high-fidelity mockup testing, adjustments were made to enhance usability and reduce confusion:

After completing the initial round of high-fidelity mockup testing, adjustments were made to enhance usability and reduce confusion:

1

2

  1. Simplified interface

  1. Tied in existing design system to better fit within the brand style

1

2

  1. Replaced the Netflix Logo with a more detailed header

  1. Merged "Redeem Rewards" and "How It Works" into a single screen for a more streamlined experience.

1

2

  1. Simplified interface

  1. Tied in existing design system to better fit within the brand style

1

2

  1. Replaced the Netflix Logo with a more detailed header

  1. Merged "Redeem Rewards" and "How It Works" into a single screen for a more streamlined experience.

1

2

  1. Simplified interface

  1. Tied in existing design system to better fit within the brand style

1

2

  1. Replaced the Netflix Logo with a more detailed header

  1. Merged "Redeem Rewards" and "How It Works" into a single screen for a more streamlined experience.

Solution

The Netflix loyalty program incentivizes user engagement and referrals by awarding points for activities such as viewing content and inviting friends, driving retention and expanding the subscriber base. This loyalty program also connects seamlessly with Netflix’s design system, ensuring a consistent user experience.

The Netflix loyalty program incentivizes user engagement and referrals by awarding points for activities such as viewing content and inviting friends, driving retention and expanding the subscriber base. This loyalty program also connects seamlessly with Netflix’s design system, ensuring a consistent user experience.