Tinkoff is the biggest independent bank in CIS with over 40 millions clients(2024).I was a senior product designer at Cashback and Bonuses, one of the biggest sections of Tinkoff.
Context
My first task when I joined Tinkoff was revamping of Loyalty Clubs. Loyalty clubs is a product aimed at increasing the constant purchases of partner brands through gamification. After several repeated purchases of the partner's brand (ex. Coca-Cola), we offer the user to join the club of this brand and receive more cashback in proportion to his purchases of this brand.
Why we need it?
Loyalty clubs are already an active feature that is growing and developing, but we wanted to make them even better, plus according to the research results, there were still some UX problems that we wanted to sort out.
Discovery
bird view
I've laid out the entire flow of joining loyalty clubs, starting with logging into the Tinkoff app, to understand where there are potential problems and to compare the flow with the analytical funnel.
Improve the entry point card on the main cashback and bonuses page and add more context to it.
To simplify onboarding in the section, now there are 5 screens of storeys with canvases of text that no one is watching.
To make a more understandable CTA in the club card, now the button in the card says "Go to the club" which duplicates the action of clicking on the card itself and takes the user to the club page.
The club card does not visually attract you to join
The maximum club level is hidden on the clubs page, which may reduce the user's motivation to join.
After building out the flow, we realized that it would be possible:
analytics
To understand which stage of the funnel of clubs is the weakest, we took an analysis of each step of the flow that was collected before.
According to the funnel, it became clear that the weakest point in the funnel was the card of the club itself, at this stage the losses were up to 31%.
Research
A few months before I started working on the task, a qualitative study was conducted on how people use loyalty clubs. I studied research scripts and results to gather insights.
Discovery results
After discovery, we had a lot of ideas on how to improve loyalty clubs. It was necessary to visualize the hypotheses that appeared in the discovery process, so that it would be easier to prioritize them and easier to discuss with other team members. That's what I did. There are about 10 hypotheses, here are some of them.
Hypothesis
Hypothesis 1
If we move the entry button a step higher, then we will increase the conversion rate to the entry, because the user will not have to fall a step deeper.
Hypothesis 2
If we write on the card what is the maximum amount of cashback you can get, then we will increase the motivation to join the club, because we will immediately show its maximum value.
Hypothesis 3
If we make a new progress bar for the levels in which the maximum percentage of cashback will be immediately visible, then we will increase the transactional activity of the clubs, because we motivate the person with the maximum cashback.
Hypothesis 4
If we make the text and visual design of the entry point more understandable will help to better convey the value of loyalty clubs
Hypothesis 5
If we describe why the user was offered this club, then it will help to grow awareness, because it will answer the question "Why am I being shown this?"
Hypothesis 6
If we add clubs that are not yet available to the user, then this will increase the transactional activity of the user, because the person will have a desire to achieve what he does not yet have.
Hypotheses prioritisation
We had many hypotheses for improving loyalty clubs, but unfortunately we will not be able to do all of them at once. That's why the product team and I started prioritizing hypotheses. Prioritized based on the complexity of the development and business value. Here's what we got.
Scoping
Together with my product manager, we selected 4 hypotheses that will directly affect the main metric - Conversion in joining the club, and secondary metrics. The main hypothesis is to take the entry a step higher, the hypothesis is very simple and can most likely benefit the business and facilitate the user's entry path.
validate
testing
There were many options for the progress bar for the clubs screen, in order to bring objectivity when choosing the format and design, I collected the best options and put them into a special chat for ux tests to collect feedback from other people.
Final design
The process of joining the loyalty club, the entry button on the card itself, a picture giving context to the club's theme, the status of the card after joining.
The loyalty club page with a new progress bar, after joining the current level increases in size to show the current status of the cashback level.
total scope
materials
onboarding
We also shortened the onboarding, rewrote the texts to make them shorter and simpler. Thanks to our magician UX writer Natasha.
images
Also, for the new clubs, I made guides for the covers that are used in the new cards so that the contractors who create the pictures have some guidelines.
At the end of 2023, we launched an A/B test of new clubs against old ones. After summarizing the results, we received +20% Conversion rate to join
Loyalty Clubs.
We was also able to influence secondary metrics. A slight increase of +2.7% in turnover per client and +30% in cashback paid per client.
My responsibilities
— Understanding of the task
— Discovery
— Lo-Fi design and hypotheses
— Prioritization of hypotheses and scoping together with the manager
— Hi-Fi design, edge cases, animations and prototyping
— Collaboration with QA engineers during testing
— Design review before the release, the establishment of design bugs
— Review of metrics after the release
what i would like to do
Loyalty Clubs have a great potential for good gamification, levels, prizes, and constant actions. It would be possible to use the hook method to improve it and increase user engagement.
It would be worth considering integrating cashbacks and bonuses into the main feed to increase entry points to clubs. Now I would spend more time discovering a way to gamify a product.