Increasing +66.94% opt-in user to join loyalty progoram
Project Overview
Client: Bukalapak
Role: UX Designer
Duration: 2 Weeks
Objective: Increase the conversion rate of the loyalty program onboarding page to boost overall loyalty adoption rates.
Background
Loyalty Adoption Rate: ~13% of eligible Monthly Active Users (MAU) since app version 1.84.
Issue Identified: A significant drop-off on the loyalty onboarding page with an average conversion rate of 45% (July-Sep 2022).
Problem Statement:
How might we make Mitra interested in joining our loyalty program?
How might we make Mitra understand the benefits of our loyalty program?
What i'm doing?
Initial Research & Planning
Collaborative Task (CT): Supported in preparing questions and research plans.
Brainstorming: Conducted effective brainstorming sessions with stakeholders from product, design, business, and engineering teams to identify user disinterest and key benefits.
Key Design Decisions
Design & Development
Timeline: Short design timeline of 5 + 3 days, including heavy copywriting and illustration work.
High-Fidelity Prototypes: Created Hi-Fi designs for internal review within the product design team before involving business and engineering teams.
Checkpoints: Regular checkpoints with stakeholders to review and refine designs.
Impact
Increased Conversion Rate: The new design significantly improved the visit-to-opt-in conversion rate by 66%.
Higher Retention: Users who visited the loyalty onboarding page had a higher retention rate (63%) compared to the average.
Boosted Loyalty Adoption: The initiative contributed to an overall increase in loyalty program adoption rates.
Reflection
This project highlighted the importance of user-centered design in driving business outcomes. By focusing on user needs and iterating based on feedback, we were able to create a more effective onboarding experience that not only improved conversion rates but also enhanced user retention.
