Client
MyID
Role
UX Designer
TImeline
9 weeks
tools
Figma
Summary
The MyID Loyalty Program allows on-net users to accumulate points based on their main balance usage, enabling them to exchange these points for telco deals and unlocking additional benefits with higher ranks, such as larger annual birthday gifts and increased monthly point exchange limits.
In response to the need for a revamped loyalty system amidst growing competition and user confusion, I conducted thorough research on competitor loyalty programs and identified user pain points through online community groups and social media.
The resulting solution focuses on gamifying the Loyalty System, introducing features such as progress bars for rank and point exchange journeys, an option to extend monthly exchange limits, and the addition of new top ranks with enhanced benefits. This approach aims to demystify the system, motivate users, and foster deeper engagement within the MyID Loyalty Program.
Opportunity
MyID Loyalty Program is for on-net users to earn points based on main balance usage. Points can be exchanged for telco deals. The higher the rank, the bigger a user’s annual birthday gift is and the higher their monthly point exchange limit is.
Since its launch 2019, the loyalty system policies hasn’t changed much except that previously users could go down in their rank statuses if they were about to maintain their main balance usage. However, now, users can only climb up the ranks; they will not fall.
With the rise of loyalty programs from competing operators as well as confusion amongst users regarding policies, there is a need for a revision of the MyID Loyalty system.
Old UI of MyID Loyalty Page
Actions
Research pain points
To find the most urgent opportunities for improvement, I combed through online community groups and social media groups to gather the most impactful user pain points.
Most impactful point points of MyID Loyalty Customer
explore solutions
After conducting workshops with stakeholders and achieving alignment, we decided that gamifying MyID Loyalty Program will solve user pain points, enhance the overall, and increase user engagement.
Solutions
Rank Journey progress bar
Hi-fi prototype of MyID Loyalty Program Enhancements
Point Exchange progress bar
Hi-fi prototype of MyID Loyalty Program Enhancements
Extend monthly point exchange limit
After discussing with stakeholders and subject matter experts, we learned that removing the monthly point exchange would be financially unsustainable.
However, by allowing users to pay for an extension of their monthly limit, we were also to resolve this pain point and avoid suffering financially.
This option will also allow users who have accumulated many points to spend with less limitations.
New higher value telco deals
Those who have accumulated many points can now purchase new higher value telco deals after extending their monthly exchange limits.
All types of telco deals will have packs that cost more points, which will be markets to the two new top ranks.
Hi-fi demo of new high value packs
New top ranks
The Loyalty program will now have two more top ranks where rank members can enjoy the biggest benefits of all the ranks.
By adding new top ranks, those who were previously part of the top rank will have something new to achieve, boosting engagement and excitement.
Hi-fi demo of new high value packs
Impacts
The enhancement of the Loyalty Ecosystem has allowed MyID to remain competitive with other operators. Additionally, the gamified UX not only offered a more delightful experience to its users, but also solved the most urgent user pain points uncovered during discovery.
Allowing extensions of monthly limits and providing higher value telco deals created a win-win situation for both MyID and its users. The first month of the release of this update, the total monthly point exchanges increased by 2.5x the previous month. It has also brought engagement and business to the rest of the app as well.
Now that there is no more urgent existing UX debts, the next steps would be to monitor user acceptance, listen to feedback, and find other areas of improvement. In future phases, MyID Loyalty can include daily luck-based games with prizes to further increase engagement and provide users with an even more delightful experience.
