Sustainable Loyalty System

I led the design and implementation of a high-impact loyalty system, resulting in a 32% increase in customer retention and satisfaction, through collaborative design sprints and innovative UI design.
Sustainable Loyalty System

I. Introduction

Project Title: Niyo OneApp Loyalty Program

My Role: Senior UX Designer, managing 1 UX Designer.

Timeline: October 2022 - Present

Tools Used: Figma, FigJam, Jira

Project Summary: This case study details my design contributions to the Niyo OneApp Loyalty Program, a new initiative aimed at increasing user retention and engagement. The program rewards users with “Niyo Coins” for completing various actions within the app, such as making international transactions or maintaining a certain account balance. My role involved designing a seamless and rewarding user experience, from the initial onboarding and education about the program to the processes of earning, tracking, and redeeming coins.

II. Defining the Problem Space

1. Scope, Objectives & Goals

  • Business Goals:
    • Increase User Stickiness: Niyo aimed to design a loyalty program that would incentivize users to engage with the app more frequently and consistently, ultimately reducing churn and enhancing the app’s value proposition.
    • Drive Specific Actions: The program needed to encourage users to perform actions aligned with Niyo’s business objectives. This included promoting the use of international money transfer features, encouraging account balance growth, and driving adoption of specific financial products within the app.
    • Enhance Product Differentiation: The loyalty program was envisioned as a key differentiator for Niyo within the competitive fintech market, attracting new users and building stronger brand loyalty among existing ones.
  • User Goals:
    • Gain Tangible Rewards: Users desired a clear understanding of how they could earn rewards and how those rewards would provide real value, such as discounts on transactions or access to exclusive perks.
    • Feel a Sense of Exclusivity: There was a desire for the loyalty program to make users feel part of a special group, rewarding their engagement with a sense of recognition and appreciation.
    • Transparency and Ease of Use: Users expected a program that was easy to understand, with clear communication about earning and redemption processes and minimal friction in navigating the program features.

2. Learnings from industry giants