Reward member loyalty with a new rewards program
Loyalty programs are essential in the transportation industry, enhancing member satisfaction and retention. By rewarding frequent use, we aimed to drive longer reservations and improve overall engagement.
Outcome goals
- Launch an MVP loyalty and rewards program with points accrual, a dashboard, and redemption features.
- Achieve an increase in usage revenue and reserving members within 12 months.
Team
- Senior UX Project Lead
- Designer for Web (Myself)
- Product Manager
- UX Design Manager
- App and Web Engineering Teams
- UX Research Manager
- Marketing Team
- Legal Team
Our members deserve to feel valued
98% of members we interviewed expressed interest in being rewarded for their loyalty. In response, we developed a loyalty program aimed at boosting satisfaction, encouraging longer reservations, and reducing member churn.
Team collaboration
This project was led by our fantastic Senior UX Designer, Mariah Siemer, who created the in-app experience. Below are her designs, which gave me a foundation for the member web.
Earning points and initial enrollment
Members are automatically enrolled and start earning points immediately. They can easily see how many points they earn per dollar spent and track their progress from the get-go.
Understanding and maximizing rewards
Members can view points earned for each booking, helping them keep track of their balance. They’ll also earn extra points by participating in challenges that reward frequent use or positive behaviors.
Rewards dashboard and points tracking
A central dashboard provides all rewards-related information, showing milestone progress and points for activity. This helps members understand and manage their points balance effectively.
Points insights and program education
Members can explore detailed points information for past and future bookings to see how their balance is built. They’ll also receive clear guidance on how the rewards program works to maximize their participation.
Easy redemption and seamless booking
Members can redeem points for discounts on trips and apply rewards directly during the booking process. The system integrates rewards into the checkout flow, making it easy to use.
Planning ahead and clear communication
Members will see upcoming rewards and available challenges to plan their usage.
What I learned during this project
- Designer to designer collaboration and handoff.
- Designing engaging gamification elements.
- Gained deeper insights into loyalty and retention strategies.
