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goTribe Loyalty Program

In 2020, GoIbibo took on the immense task of launching a new loyalty program, known as goTribe, completely changing it up to better serve our loyal customers. 

📓 Project Brief

To create a brand new loyalty program and framework for new and existing customer of GoIbibo

⏳ Design time / Size

1 month / XL

👩‍🔧 My Role & Team

1 Product Designer (Me), 1 Design Manager, 2 Project Managers.

 

I collaborated with the PMs to redesign the complete user flows for the new Loyalty program. My design manager helped me with branding and visual design. 

Why a new loyalty program?

To say that there was an existing loyalty framework would be somewhat of an overstatement. The current program was called goRewards and was based on a system which determines your level based on the amount of goCash+ accumulated. But there were issues with this system, like:

  • Based on goCash+ balance and not actual spends (goCash+ can be earned in many ways)

  • Users are hardly aware of its existence 

  • Users are enrolled immediately on sign-up with no knowledge of the benefits 

The new proposed framework's objectives were:

  • Reward actual GoIbibo loyalists and eliminate dormant users 

  • Provide high-value incentives to actively become a member 

  • Increase awareness and discovery of the loyalty program 

Our Users

GoIbibo's primary target group consists of young, aspirational travellers looking to secure the best deals. These users are aspirational, but restricted on budget. They're on the lookout for discounts, cashbacks and offers, and dedicated ample time to research before buying. Some sample personas follow.

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Ideation

To imbibe a sense of community and togetherness, we established the notion of a Tribe in GoIbibo – hence the name goTribe. The new program would have only 2 Tiers, based on user spending within a rolling time frame.

 

Along with the loyalty framework, the plan was to introduce a new currency called Tribe Coins and slowly phase out the usage of goCash+.

Introducing a new concept into an already saturated environment might prove to be a challenge, so we needed to come up with a plan on how goTribe fit into the existing GI ecosystem.

How would goTribe fit into the current GoIbibo ecosystem?

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Explorations for goTribe

Together the product, marketing and design teams proposed two hypotheses for goTribe should work: 

A Unified Wallet Approach

Combined space for goCash+, coupons, and goTribe

OR

goTribe as a Separate Entity

Dedicated space for goTribe and separate places for goCash+ and coupons

At first, our team chose a unified approach to as to seamlessly blend the new features along with the existing ones

We brainstormed several explorations for the new consolidated page structure

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Option 1

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Option 2

We went with a layered approach (Option 3) so we could give an overview to the user about their balance amounts (goCash+, wallet etc). It also enabled them to switch between the layers seamlessly without much navigation.

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Option 3

 BUT

  When presented to other stakeholders, many observed that this was:

  • causing confusion about how all currencies and concepts are related to each other

  • significantly reducing the discoverability of a new and bigger program

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⏳ Design time (minus feedback loops): 2 days

👩‍🔧 I took full ownership of ideation & wireframing

 

We learnt a lesson: 

It's better to get the approach right before diving deeper into the details, so as not to waste time later on

So, we went back to the drawing board, this time with the second approach.

A Unified Wallet Approach

Combined space for goCash+, coupons, and goTribe

OR

goTribe as a Separate Entity

Dedicated space for goTribe and separate places for goCash+ and coupons

Revised Structural Wireframe for goTribe

⏳ In the next 2-3 days, I created the newly approved structure

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Branding and CTA for Onboarding

On clicking "How it works" section expands to play user onboarding animation

User Overview

Includes personalized greeting and summary of Tier level progress

1st Tier level benefits

This section explains Tier 1 benefits in detail.

At first we thought of using the Accordion structure but later we gave a dedicated container for each benefit

Tribe Coins Overview

Display users' current Tribe Coin balance and list of available rewards 

Customer Testimonials (if any)

2nd Tier level benefits

Tribe Coins

With the goTribe structure more or less finalised, we now tackled the launch of a new currency called Tribe Coins.

The initial approach was to introduce the concept of a Piggy Bank - this would be a dedicated place to store Tribe Coins earned by goTribe members. This was later scrapped for being unnecessariy complex.

 

Membership also included access to a special set of Tribe Coin Coupons which could only be purchased using Tribe Coins.

Tribe Coins underwent a total of 7 iterations:

below are 5 of them including the final version

⏳ Design time: 1 week

👩‍🔧 I owned the entire structure and interaction design part, while the final graphics were created by my Design manager 

Why Tribe Coins and TC Coupons?

The biggest incentive of Tribe Coins was that they came with a multiplier. They could be valued at X time their price.

eg. a user might buy a Flight coupon worth Rs. 2000 for only 500 Tribe Coins, which is 4 times the value.

Trying to simplify the multiplier concept was one of the bigger struggles in this project

⏳ 1 week of design time

👩‍🔧 Contributed to all the iterations, except for the final visual design

Can be viewed only on Desktop browsers

Branding and Color

We took our target user group and overall brand philosophy as a basis, and we determined the colour and visual language of the new loyalty program.

It had been decided that the program would have two levels, called Select and Start - which were later changed to Star and SuperStar - so the visual language of the feature would change accordingly for each level of the user.

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Bold

Dynamic

Independent

Carefree

Spontaneous

Friendly

Reliable

Sense of Community

Several visual iterations were done based on branding guidelines

⏳ Each visual iteration took 2-3 days to produce

Using the final screens & prototype below, we moved on to the User Testing phase of the project

⏳ Our UT sessions ran for 5 days, while compiling the results took one more week for the Research team

The User Research team at GoIbibo took our prototype and conducted a Remote Usability Study over 5 days.

We tested several flows including:

  • A non goTribe member becoming a goTribe member through bookings

  • A Tier 1 user's journey & goTribe benefits in a hotel booking flow

and more.

The UT findings report gave us valuable insight into some obvious issues we were overlooking, and allowed us to make these fixes before rolling out the feature to the public.

Sitting on the user interviews also helped me realise how not everything that is clear to designers, is clear to a user. It was an eye-opening experience.

Thanks for reading!