DUHNOV.XYZ

Senior Product Designer • 2024 • iOS, Android & Web

Loyalty club improvements that gave us +20% in conversion

Tinkoff is the biggest independent neobank in the CIS, serving 40M+ clients (2024). I worked as a Senior Product Designer in the Cashback & Bonuses group, focused on iOS, Android, and Web.

Context

When I joined Tinkoff, my first task was to revamp Loyalty Clubs - a gamified cashback system that rewards repeat purchases of partner brands (e.g., Coca-Cola). After several purchases, users are invited to join the brand’s club, where further spending increases their cashback rate.

The feature was already live and growing, but research revealed UX issues in discovery, onboarding, and progress tracking. My role was to redesign the experience to make it seamless and engaging - helping users earn more cashback while boosting brand loyalty and increasing.

Understanding

Task

Revamp current loyalty clubs to improve user experience and business metrics.

Users mission

Receive increased cashback from purchases
of favorite brands.

Business goal

Increase the number of users who join loyalty clubs.

Target audience

All cashback and bonus users, a large share of the bank’s clients, totaling 40,000,000.

Success criteria

A statistically significant increase in conversion to joining the club. We will verify this by comparing it with previous indicators.

Discovery

Where it breaks

Entry was hard to find and under-contextualized.

Card CTA duplicated the card tap (“Go to the club”), not the decision to Join.
Max level/percentage wasn’t visible at decision time; the levels carousel looked static.

Entry was hard to find and under-contextualized.

Card CTA duplicated the card tap (“Go to the club”), not the decision to Join.
Max level/percentage wasn’t visible at decision time; the levels carousel looked static.

Crunching the numbers

Together with out analytics we looked at each step of the club funnel to find the weakest stage. The biggest drop off, up to 31%, happens on the club card itself with minor losses on the entrance to the page itself.

Diving deeper

I studied research scripts of qualitative research that was done prior to the task and to gather more insights.

The respondents had difficulty finding the entry point to the section, we did not take this problem into account as we were preparing a redesign of the entire section that solves it.
On the main page of the clubs, not all respondents understood how the clubs work and what they are needed for.
On the page itself, the respondents did not understand what the maximum level in the club was and that the carousel with levels would scroll.

The respondents had difficulty finding the entry point to the section, we did not take this problem into account as we were preparing a redesign of the entire section that solves it.
On the main page of the clubs, not all respondents understood how the clubs work and what they are needed for.
On the page itself, the respondents did not understand what the maximum level in the club was and that the carousel with levels would scroll.

Discovery results

We formed and visualized ~10 hypotheses and prioritized by dev effort × business value, then selected 4 targeting join conversion. Here are couple examples: move entry one level higher; expose max cashback on the card; redesign the progress bar; clarify entry copy.

Hypothesis 1

If we move the entry button a step higher, then we will increase the conversion rate to the entry, because the user will not have to fall a step deeper.

Hypothesis 2

Showing the maximum cashback upfront in a new progress bar will boost club transactions by motivating users with the highest reward

Hypothesis 3

Displaying unavailable clubs will boost user activity by creating desire to unlock them.

Hypothesis 4

Showing the maximum cashback in the progress bar will increase club transactions by motivating users with top rewards.

Validate

Testing

There were many options for the progress bar for the clubs screen, in order to bring objectivity when choosing the format and design, I collected the best options and put them into a special chat for ux tests to collect feedback from other people.

Final design

The process of joining the loyalty club, the entry button on the card itself, a picture giving context to the club's theme, the status of the card after joining.

The loyalty club page with a new progress bar, after joining the current level increases in size to show the current status of the cashback level.

The process of joining the loyalty club, the entry button on the card itself, a picture giving context to the club's theme, the status of the card after joining.

The loyalty club page with a new progress bar, after joining the current level increases in size to show the current status of the cashback level.

Hard work paid off

At the beginning of 2024, we launched the updated loyalty clubs and first results of new clubs against old ones showed positive increase.

Loyalty club join conversion increased by 20%

Turnover by client increased by 2.7%

Cashback paid per client incresed 30%

Materials

Onboarding

We also shortened the onboarding, rewrote the texts to make them shorter and simpler. Thanks to our magician UX writer Natasha.

Images

Also, for the new clubs, I made guides for the covers that are used in the new cards so that the contractors who create the pictures have some guidelines.

My role

End-to-end product design: discovery, hypothesis generation, prioritization and scoping with PM, hi-fi design, edge cases, animation/prototyping, collaboration with QA, design review before release, and post-launch metric review.

Ivan Zviahin

Design Manager

Andrew Savchenko

Product Manager

Natalia Vishankova

UX Writer

Kirill Kulikov

Lead Developer

Whats next?

Loyalty Clubs have strong headroom for gamification (levels, prizes, ongoing actions). I’d explore Hook-model loops for engagement and consider bringing cashbacks & clubs into the main feed to further increase entry points.

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