Year
2024
Product
Virgin Red loyalty web and app
Solving discoverability issues of our partner brands
The partner brands propositions are scattered in the current structure of the product. I proposed and designed a new struture to aggregate and promote partner content, driving relationship of valued-partners for the business
Virgin Red is a loyalty programme by Virgin. It allows users to collect points and redeem rewards with their points on our web and app products. I led the design of a new partner page sturcture, aligning business gaols of driving partner relationship and user needs of brands discoverability throughout the process.
The earn and redeeming journey
Our product is a loyalty programme and composed of tiles allowing users to earn points and redeem rewards
Users pain-points
• There are limited ways to discover content
• Our users asked for easier categories and brands discovery on our products
Business problems
• Partners brands propositions was scattered, affecting sales and revenues
An opportunity to address both problems
• Partner page with a structure of category page
Alignment on how do we improve discoverability
Gather ideas on how do we improve discoverability and align teams through workshops, and prioritisation based on business objectives
Analysing current offerings of different brands
To decide on the partners to start with
Looking into individual partner page
• To get a sense of what are the users needs on each partner page
• Findings - There are common and bespoke needs on each partner
Open card sorting
• To see how users categorise content on a partner page
• Findings - Getting points and receiving points are the clearest ways to divide content at this stage of the product
Approach
• Different users need on different partners, but with a core benefits by presenting image, logos and an description
• For current states - segregate content into earn and rewards ; For future state - having bespoke modules
Next stage and future vision
Entry points and using new tiles structure
• Deciding the entry points to get to the page
• Designing tiles that are easy to recognise and distinguish from the generic tiles when they are placed together
Partner tile iteration
Design goal of the tiles
• Show that it is a collection - distinguishable with single item tile
• Scalable - go in line with the tiles redesign
A plan for stages of implementation
Results
Data showing improvement of discoverability
• Both views and clicks of the tiles increased 24% and 19% respectively
Contributed to business partners relationship
• Launched 5 partner brands and bring the valued partners content up for the users
Contribute to long term product strategy
• Future visions for tiles and wider partners and categories page
Learnings
Deciding on an approach that works for a complex context
• Using different research methodologies to decide on an evident-based approach