OneTwoTrip Loyalty program
The travel service allows you to pay vacations with cashback coins (Tripcoins) fully or just a part or it. You get Tripcoins after every trip. And if you issue partnering bank card to pay, you will get extra cash back. So you get more profit with this system.
Timeline
2024-2025
2024-2025
My Role
Research
User Flow
UX
Research
User Flow
UX
2 months after release
+35% users' visits to new feature
5% transitions into main travel products
Issues and usage of cads stay stable
+35% users' visits to new feature
5% transitions into main travel products
Issues and usage of cads stay stable
5−6 months after release (high season)
Cards issues ~3−3.4k cards/month grew up to 6.8k
Users' payments: ~400 to ~900
Getting and usage of bonuses stay stable
Cards issues ~3−3.4k cards/month grew up to 6.8k
Users' payments: ~400 to ~900
Getting and usage of bonuses stay stable
I've improved UI on Loyalty program screens, added new simple interface illustrations, updated reflection of cards and bonuses, some updates for desktop
Created fundamentally new screens on a base of new design system. Empowered the design system with new design components
Collected user flow following product hypothesis
I’ve made a research among competitors and financial services in pair with my product manager
Delivered new design for Loyalty program
What has been done
Product hypothesis
People would not be confused about cards and bonuses if they can read all the information at once. Also if they see the financial part of the service similar to familiar banking products, they would feel at ease and know how it works
What was reached
- Contacts to support service are decreased now
- Cards issuing and transactions were increased x2 in high season (keeping 2 months) and smoothly returned to normal by next season
- 35%+ of people visited and explored new Cashback screen
- 5% of users started to follow main travel products through Cashback blocks (indicators after 2 months)
What was the problem
All conditions about Loyalty Program were spread chaotic among different screens in the app. People did not understand all the rules about how to use their Tripcoins and even how to find them in the app. Also few bank cards were being issued at that moment.
It used to be hard to find location of Loyalty program in the App. You had to go to your profile, find cards menu where you can see amount. Bonuses were in a separated menu tab. And as I said there were no loyalty conditions anywhere. Below there is a flow how the process became more clear and a new path to cards and bonuses.
In one click you will see all your accounts and loyalty program features. Following the second tap you will see full account with all details. And at the same screen you can switch between accounts.
Design solution
Business gave our team a new tab in tab bar on homepage. It’s “Cashback”. So now it’s obvious that we have the Loyalty and financial part. I collected all loyalty information here. On the same screen you will find the cards and Tripcoins accounts with amounts. All referral programs and parter’s brands are also collected here.
We wanted financial screens to be similar to familiar bank services. Accounts screens includes accented fonts of amounts, fast actions buttons. And on this one screen you can switch fast between cards. Last three transactions are reflected on the screen but you also can look through the whole story by clicking “See all” button.
Pairing with our illustrator I created set of stories, which are filled with all useful information and conditions about Tripcoins. It works as FAQ
How can you use your bonuses to pay stays or tickets? We have system of promo codes. I also made information about them clear and provided work with texts. It is obvious now what type of tickets or maybe stays only you can pay with Tripcoins. And at the same place there is info about activity period.
I draw 33 new icons for transactions history. They reflect MCC type of merchants.
MCC icons to be reflected in operations history
States of buttons depending on their quantity
According to updated design of the service I made new isometrics icons for accounts types
The slider shows which state of the screen is active or not
WEB
There was not global task to update web platform screens. So for the first launch there was mainly UI update. Global UX update is postponed because of restricted tech resources. And 75% of users are active in mobile app first. UX upgrade here is in duplicating slider to navigate between money accounts.
Users have painlessly welcomed the new design. They began to quickly navigate the loyalty system.
Insight to production!
With love, xoxo
With love, xoxo
