A 5 month product design project, working in a large team to redesign and deliver a revamped rewards scheme and integrate a new offer into the mobile app.
Following a user-centred design process to improve engagement and retention.
Confused.com Rewards: Redesign & development
Product design project
Project type
As part of my role as a product designer at Confused.com.
My role
Product designer, in a team of three designers.
Tools
Figma, Miro, UserZoom
Duration
Project completed between June 2022- Oct 2022
Project overview
Complete redesign of the rewards scheme. Including landing pages, redemption journey, emails and ads.
Create a new rewards offering, a monthly free gift only available in the Confused.com app. The monthly free gift is to be included in addition to the existing rewards scheme.
Improve the UX of the existing rewards journey.
Our task:
Improve customer retention and encourage users to return to compare insurance the following year.
Increase app downloads and monthly active users.
Create a more flexible user journey, allowing us to change reward partners more easily.
Reduce rewards queries with improved comms.
Goals:
Research
Research was comprised of two sections, user research & competitor research. The research led to some key findings:
User research showed:
Our existing rewards scheme included 4 offers, some offers were more difficult to redeem than others, causing frustration.
Our existing rewards scheme appealed to our users as it was a choice of reward and they got something for free with no catch.
Competitor research revealed:
Competitor offers were usually 2-4-1, relying on the user spending money to redeem the offer.
‘Regular rewards’ were growing in popularity, keeping customers engaged. Focus of language and imagery was to show volume of rewards.
The redesign: Identifying existing problems
Before starting the redesign, we analysed the existing rewards journey and the underlying data. This revealed:
Offering four rewards meant four different journeys. Some rewards were more difficult to redeem than others. This caused a disproportionate amount of customer queries.
The rewards tracker, used to check the status of your rewards, used inconsistent language with inaccurate statuses. Users would quickly leave this page as the information was unhelpful.
Users were often unaware of restrictions applicable to each reward, leading to a lot of frustration after the rewards has been redeemed.
With a better idea of the problems we had to solve, we then moved on to wireframing.
Creating a user flow of the existing journey allowed us to identify numerous
Developing the claim journey
Our development of the claim journey was key. We needed to introduce the new offer, explain how it worked and ensure all users knew how and when they could claim both the main reward and the monthly reward.
What we did to improve the claims process:
Broke the claim process into manageable sections to reduce cognitive load.
Improved content in the claim form with helpful tips and more accurate error messaging.
Added specific tracker states per reward, no longer using generic language across all rewards.
Introduced the monthly reward and reminded users how and when to redeem it.
Included the monthly reward in the tracker so the user could track everything in one place.
Product colours allowed us to differentiate a car insurance reward, in blue, and a home insurance reward, in green.
The existing design for the claiming process and the new design.
Tracking the new monthly reward
The new monthly reward meant a user had two active rewards each time they bought car, home or van insurance.
Allowing a user to track all of their rewards in one place was particularly important. So we focused on improving the tracker in the user’s web account and within the app itself.
We tested our mid-fidelity wireframes and found that we needed to differentiate the main reward from the regular reward. But would need to group both rewards within each claim to make it clear they were linked.
We introduced tracker states that were personalised to each individual reward, with over 80 states in total.
Development of the tracker states
Creating the app journey
Working alongside our app designer, we planned the app flow. We kept the flow very simple, with just 3 steps from home screen to the QR code used to get the monthly reward.
We wanted the app to showcase to our users a cumulative view of all of the rewards they’ve received from us throughout the year. We opted for a calendar grid to show the redemption of each monthly reward.
During testing we discovered that the web tracker cards did not convert exactly into the app as the focus was to redeem the regular reward. Users also found the app experience to be uninspiring, so we introduced imagery to enhance the app screens.
Through a combination of push notifications and emails, we also planned how and when reminders would be sent to the user to tell them their monthly reward was ready to redeem.
First wireframes through to the final designs. Allowing the user to redeem and track their monthly reward.
Final designs
App screens: Calendar tiles to show monthly redemption & the rewards tracker within the app.
Emails: An example of the monthly reward reminder email and the main reward redemption email.
Rewards landing page during testing monthly reward testing period.
Web tracker: Web tracker & promotion of the new monthly reward.
Tracked results
Renewal rates
Tracking to be +25% vs a user that didn’t claim either reward
Tracking to be +13% vs a user that claimed just the standard reward
Monthly active users
Trebled monthly active users over the first 6 months
App downloads
App downloads up around 22% YoY for the first 6 months after launch