Tier Mobility | Rewards Program

I created a loyalty program for Tier Mobility, an eScooter sharing startup valued at over $1bn.

I used eye catching design and gamification to create an immersive experience.

I analysed data and performed user testing to maximise the effectiveness of the program.

I was responsible for the Strategy, UX and UI.

My designs directly led to an increase in ride frequency amongst users

KPIs

% increase of rides by occasional riders

% users who complete more than 1 loyalty cycle

% users who visit loyalty program main screen more than once a month

Voi use a status model. As you ride more you achieve status levels, which each provide a certain discount amount on rides. Positives:

Animated illustrations are fun and engaging

Discount model is simple. It is easy to understand how much you save on rides

Negatives:

The UI is a little confusing

The blurred out levels do not create a sense of excitement.

Free Now offer a points based system. After accumulating a certain amount of points, you win a percentage discount. The more points you accumulate the higher the percentage Program positives

Clear progression

Engaging visuals

Translating rides into points is a bit confusing

I ran an initial workshop to help us define loyalty and generate early ideas for how the program could work. In this workshop we identified

After this, alongside key stakeholders, I facilitated sessions to ideate 3 different concepts that we would test.

Based on the test learnings, I created an first version of the program with delight moments including playful illustrations and an animated main screen and reward won notification.

The data post release showed that users who had visited the Loyalty Program main screen did increase their ride frequency by on average 3 time. This was very promising and suggested that the loyalty program is very effective when the user is aware of it. I wanted to drive even more people to the main screen.

Fly ins after ending a ride and upon reopening the map. These fly ins informed users of their reward progress, and showed how many more rides they needed to take to earn a reward.

Allowing the user to skip onboarding. After launch, I also conducted interviews with users who had participated in the program for about a month. This gave me qualitative insights around improvements needed for the program. One key insight was that users first joined the program they were typically standing by a scooter and about to start a ride. They did not have time to read through each onboarding screen. Instead they would prefer to refer to the screens later if they needed. I therefore implemented a carousel on the onboarding main screen, allowing users to swipe to see the program details if they’d like. However, they could also ignore the carousel if they wished and join the program straight away.