Revamping Reward
Reposition Singtel Rewards from leaking pipe to where customers feel loved
Singtel rewards has internal reputation as a leaking pipe. It costs huge investment for building partnerships and running loyalty management system (LMS), however, only 5% of the reward offers are being redeemed. More importantly, Singtel customers say that they don’t feel rewarded.
I was asked to help Rewards team reshaping the new rewards program, starting from Rewards section on My Singtel app.
Team
The team is still forming. Currently we have:
1 Project manager
1 UX designer (me)
1 Frontend developer
1 System architect
Role
As a lead designer for the project, I am doing work such as:
Collect and decipher existing researches
Create and deliver UX artefacts as a lead designer
Prepare and facilitate workshop with stakeholders
Co-work with research team, plan and run researches
Plan rewards roadmap together with director
Where are we
The project is ongoing, we are aligning stakeholders to brainstorm ideas
Challenge
The Rewards program had significant tech and UX debt from years of neglect. However, the major underlying issue was its dependancy on legacy systems: Onepass login system and loyalty management system. The experience has been heavily compromised for years.
Low chance to access rewards
Currently My Singtel app is designed to request login per session due to the security issue. To bypass inconvenience, login team created patch solution called ‘network login’, which allows users to access the app home screen when they are using the mobile data. To access Rewards content, users have to login using their credentials, which causes huge confusion and drop off. In turn, users aren't even aware what kind of benefits they will get as Singtel customers.
Only 2 % of the visitors logged in to see the Rewards
Second column: users who tabbed on ‘Rewards’ but need to login to access. Third column: Users who actually logged in from the login prompt.
Searchability issue
The current LMS doesn’t support search for the deals we offer. Moreover, the deals were not well categorised to support finding the deals, rather designed as how the operation classifies each deals (e.g. birthday treats). Even worse, most of the interesting deals were parked under birthday treats, and we don’t notify users for any rewards updates besides birthday treats.
No guarantee on deals I redeemed
Even if users ‘redeem’ the deal on Singtel rewards, it doesn’t guarantee the deal on point of sales, because we don’t track the usage on the point of sales yet.
Not appealing reward items
Besides all friction on existing reward touchpoint, customers reported that the rewards itself are not rewarding, which is the fundamental problems. Our rewards are not special, easily found the similar or same offers in other sites. Our rewards are not relevant, showing too expensive or nominal. Our rewards are flat, either being with Singtel for 10 years or 1 month receiving almost same benefits. Customers don’t find Singtel rewards rewarding.
My Approach
Quick fix solution for better aware the reward benefits
Due to heavy dependency, it’s not so easy to change the existing flow. Rewards squad brainstormed and came up with a quick fix solution by creating a ‘Reward preview’ page, where users can glance at the latest rewards (deals) and brief why they need to log in.
UX POC to align on the direction
The project was not moving at a speed as we desire. To keep the ball rolling, we decided to show the ideal user experience to inspire stakeholders and also align what should be our final goals.
Major user flow for new rewards
Improved discovery path
Improved redemption path
Redemption methods
Think outside of the box - stakeholder workshop
While sharing the UX POC with various stakeholders, we realized everyones priority and understanding on core problems differ. We need to align on which problem we should focus on first, and come up with solutions around that. I reviewed all previous researches done and narrow down into 3 problem statements. As of now, I am preparing the ideation workshops to gather thoughts on those 3 problem areas.
What’s next
This will be the ongoing project I will be working on for a while. Once we will be done with the ideation workshop, we will send out surveys to 800+ customers to see how they accept those ideas and what are their priority in needs. We will do in-depth research with iterated design and keep moving forward. Stay tuned!