Increasing Customer
Retention & Engagement
Duration
7 Months | June 2023 - December 2023
Brief
To develop a comprehensive loyalty program for Tira Beauty, a subsidiary of Reliance Industries, India’s largest conglomerate. Drive repeat purchases by rewarding customers with points, which can be redeemed for discounts or products.
My Role
Led the project under the mentorship of a Senior Designer, commencing with understanding the business requirements.
I managed the entire design process, from information architecture and wire-framing to visual design and prototyping.
Collaborated closely with the project manager, to ensure alignment with goals, regularly conducting A/B testing for precise, solution-oriented designs.
The Team
PRODUCT DESIGN
Mehak Garg
Dipayan Das
Design Director
Wais Akbari
Product Manager
Isha Gupta
Software Developer
Saiempu Stephy (iOS)
Anupam Gautam (Android)
Illustrator
Zé Paz
Skills
User Experience (UX) · User interface · Business Strategy · Usability Testing · Prototyping · Wire-framing · User-Centered Design
What’s in it for the users
• Global standards of a loyalty program introduced in India.
• A multi-tier omni-channel program providing incremental value for value seekers.
• Redeem points for products, and coupons that may not be available in the regular catalogue.
What’s in it for the brands
• Allows brands to create catchments, and build experiences for highly engaged users.
• Enables brand discovery and eventually, build loyalty.
• Enables smooth transitions between different stages of the user journey–awareness to purchase.
Key Wireframes
At this stage, our focus was on mapping out how we could incentivize, educate, inform, and personalize the loyalty experience across the entire Tira Treats ecosystem. These low-fidelity wireframes highlight key touchpoints — from onboarding and earning to tier progression and redemption.
We explored strategic entry points (e.g., homepage, banners, menu), layered in context-specific education (like how to earn or redeem points), and designed for emotional moments like tier upgrades and unlocking exclusive rewards — all with the goal of driving deeper engagement and progression through the loyalty ladder.
Design Journey : Treats Landing Page
The Tira Treats landing page is one of the key screens in the loyalty program. Here, we see the design journey of the landing page post login for a member of the first tier (Tira Fan) in the program.
Factors Considered :
•
Where have I spent my points so far?
•
What’s the next tier?
•
How can I unlock the
next tier?
•
Will my points expire?
•
How many points do I need for the next tier?
•
Which tier am I in?
•
Where can I redeem
my points?
Where have I spent my
*The ₹XX/₹XXX values shown above are placeholders. Actual spend thresholds and benefits have been omitted to maintain confidentiality.
One of the Challenges: Improving Discoverability
Given that Tira was relatively new, users lacked an incentive to join our loyalty program and actively engage with it.
Approach
We introduced two types of entry points: fixed and dynamic. Fixed entry points, like a link in the hamburger menu, gave users a consistent way to access Treats. Dynamic entry points, such as banners were added during launch to push visibility and were designed to rotate out over time.
Aim
This ensured users had both consistent and high-visibility ways to discover Treats, driving strong early adoption.
Integrating Treats into the Checkout Journey
Once users were able to make purchases using Tira points, it was crucial to integrate those transactions into the checkout journey.
Key Considerations
•
Visual Balance: Clear hierarchy between ₹ and Tira Points to avoid confusion.
•
Visual Cues: Color coding and labels to aid quick understanding.
•
Highlight Benefits: Subtle reminders of program perks to drive engagement.
•
Transparency: Clarity and ease of use to build user confidence.
Outcomes
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Enhanced Checkout: Turned transactions into rewarding, value-driven moments.
•
Stronger Loyalty: Reinforced the sense that every interaction counts.
End note : Making trade-offs that matter
The loyalty program was designed to incentivize repeat purchases and encourage users to choose Tira for their beauty needs. While the business goal was clear, I frequently encountered trade-offs between:
•
Delivering a seamless user experience, and
•
Using aggressive offers to drive conversions
Finding the right balance
•
Multiple design iterations
•
Team-wide brainstorming sessions
•
A/B testing different approaches
What I Learned
At times, one side had to take precedence over the other. The key takeaway for me was learning when to compromise—and when not to. Understanding the impact of those choices helped me make more informed design decisions throughout the process.
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