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Loyalty Reward program
Loyalty Reward program
Mobile app | UX Research & Design | 2 weeks
Mobile app | UX Research & Design | 2 weeks
Overview
Overview
Key Objective
Understand what drives long-term subscribers to design solutions that increase perceived value, boost loyalty, and reduce churn in a highly competitive streaming market.
Problem
Problem
In an increasingly competitive streaming landscape—with an average churn rate of 37%—customer retention has become critical. To stand out, platforms must reduce churn by recognizing subscriber loyalty and consistently delivering meaningful value.
In an increasingly competitive streaming landscape—with an average churn rate of 37%—customer retention has become critical. To stand out, platforms must reduce churn by recognizing subscriber loyalty and consistently delivering meaningful value.
Key Objective
Understand what drives long-term subscribers to design solutions that increase perceived value, boost loyalty, and reduce churn in a highly competitive streaming market.
Key Objective
Understand what drives long-term subscribers to design solutions that increase perceived value, boost loyalty, and reduce churn in a highly competitive streaming market.
Process
Process
Research
Research Goals
Understand user motivations and behaviors related to streaming service usage.
Identify pain points in current streaming experiences that ma y influence subscription retention.
Explore existing competitor strategies to uncover gaps and opportunities. Evaluate user perceptions of value and usability for potential new features.
Competitive Analysis
Interview Insights
Viewing rewards would be nice - pay me to watch it, heck yes. Free months or premium bundles for a drastically reduced rate, even better. Anything to keep more cash in my pocket.
– Participant from Boston
If I’m already watching, why not get something back for it? Earning points for doing what I’m already doing makes it feel like I’m getting more value out of my subscription.
– Participant from Illinois
Research
Research Goals
Understand user motivations and behaviors related to streaming service usage.
Identify pain points in current streaming experiences that ma y influence subscription retention.
Explore existing competitor strategies to uncover gaps and opportunities. Evaluate user perceptions of value and usability for potential new features.
Competitive Analysis
Interview Insights
Viewing rewards would be nice - pay me to watch it, heck yes. Free months or premium bundles for a drastically reduced rate, even better. Anything to keep more cash in my pocket.
– Participant from Boston
If I’m already watching, why not get something back for it? Earning points for doing what I’m already doing makes it feel like I’m getting more value out of my subscription.
– Participant from Illinois
Key Findings
Users are highly motivated by tangible rewards, particularly free months, discounts, and exclusive content.
Earning points through actions like watching content, referring friends, and engaging with features presents a compelling incentive structure.
Flexibility in reward options, such as subscription discounts, free months, and early access to content, enhances user appeal.
Skepticism around rewards programs highlights the need for a transparent, easily attainable system to build trust and engagement.
Process
Research
Define
Design
Test
Iterate
Define
Research
Research Goals
Understand user motivations and behaviors related to streaming service usage.
Identify pain points in current streaming experiences that ma y influence subscription retention.
Explore existing competitor strategies to uncover gaps and opportunities. Evaluate user perceptions of value and usability for potential new features.
Competitive Analysis
Bridging Business Goals with User Needs
I worked to connect Netflix’s business objective of increasing user retention with the design of a loyalty-based rewards system. By identifying patterns in how users engage with content and referrals, I created “How Might We” prompts to bridge entertainment habits with point-earning and reward-redemption actions. This balance allowed for both creative system design and meaningful user engagement while supporting broader platform goals.
How Might We
…create a loyalty program that rewards users for consistent viewing and referring friends, increasing engagement and growing the user base?
…simplify Netflix’s recommendation system within the loyalty program, ensuring personalized suggestions motivate continued viewing and referrals?
…seamlessly integrate social and interactive elements into a loyalty rewards program focused on viewing and friend referrals, appealing to diverse user groups without detracting from the primary streaming experience?
Affinity Mapping
Interview Insights
Viewing rewards would be nice - pay me to watch it, heck yes. Free months or premium bundles for a drastically reduced rate, even better. Anything to keep more cash in my pocket.
– Participant from Boston
If I’m already watching, why not get something back for it? Earning points for doing what I’m already doing makes it feel like I’m getting more value out of my subscription. – Participant from Illinois
Key Findings
Users are highly motivated by tangible rewards, particularly free months, discounts, and exclusive content.
Earning points through actions like watching content, referring friends, and engaging with features presents a compelling incentive structure.
Flexibility in reward options, such as subscription discounts, free months, and early access to content, enhances user appeal.
Skepticism around rewards programs highlights the need for a transparent, easily attainable system to build trust and engagement.
Bridging Business Goals with User Needs
I worked to connect Netflix’s business objective of increasing user retention with the design of a loyalty-based rewards system. By identifying patterns in how users engage with content and referrals, I created “How Might We” prompts to bridge entertainment habits with point-earning and reward-redemption actions. This balance allowed for both creative system design and meaningful user engagement while supporting broader platform goals.
How Might We
…create a loyalty program that rewards users for consistent viewing and referring friends, increasing engagement and growing the user base?
…simplify Netflix’s recommendation system within the loyalty program, ensuring personalized suggestions motivate continued viewing and referrals?
…seamlessly integrate social and interactive elements into a loyalty rewards program focused on viewing and friend referrals, appealing to diverse user groups without detracting from the primary streaming experience?
Affinity Mapping
Define
Key Findings
Users are highly motivated by tangible rewards, particularly free months, discounts, and exclusive content.
Earning points through actions like watching content, referring friends, and engaging with features presents a compelling incentive structure.
Flexibility in reward options, such as subscription discounts, free months, and early access to content, enhances user appeal.
Skepticism around rewards programs highlights the need for a transparent, easily attainable system to build trust and engagement.
Define
User Persona
User Persona
Bridging Business Goals with User Needs
I began by identifying the core business need: helping families relocate with less stress. I mapped key features—like school comparisons, utility coordination, and dashboards—against user pain points gathered in interviews. Using “How Might We” statements, I aligned user needs with opportunities to simplify the moving process. This guided both content and feature prioritization, ensuring the product delivered emotional and logistical support.
How Might We
…create a loyalty program that rewards users for consistent viewing and referring friends, increasing engagement and growing the user base?
…simplify Netflix’s recommendation system within the loyalty program, ensuring personalized suggestions motivate continued viewing and referrals?
…seamlessly integrate social and interactive elements into a loyalty rewards program focused on viewing and friend referrals, appealing to diverse user groups without detracting from the primary streaming experience?
Affinity Mapping
Design
Design
Sketching
Sketching
Wireframing
Wireframing
Wireframing
It’s clear where to click, but it could be better labeled as 'Start Watching to Earn Points' to make it more specific.
– Participant from Chicago
It’s clear where to click, but it could be better labeled as 'Start Watching to Earn Points' to make it more specific.
– Participant from Chicago
I kept jumping between sections trying to find the actual rewards list. It wasn’t clear where to go.
– Participant from Seattle
I kept jumping between sections trying to find the actual rewards list. It wasn’t clear where to go.
– Participant from Seattle
It would be helpful to see an easy to access explanation of how to earn points.
– Participant from New Jersey
High Fidelity Designs
Test
Test
Usability Feedback
Usability Feedback
It’s clear where to click, but it could be better labeled as 'Start Watching to Earn Points' to make it more specific.
– Participant from Chicago
I kept jumping between sections trying to find the actual rewards list. It wasn’t clear where to go.
– Participant from Seattle
It would be helpful to see an easy to access explanation of how to earn points.
– Participant from New Jersey
It’s clear where to click, but it could be better labeled as 'Start Watching to Earn Points' to make it more specific.
– Participant from Chicago
I kept jumping between sections trying to find the actual rewards list. It wasn’t clear where to go.
– Participant from Seattle
It would be helpful to see an easy to access explanation of how to earn points.
– Participant from New Jersey
Before
After
1
2
Enhanced scannability and clarity by reducing visual clutter and introducing a bold, brand-aligned heading to anchor the feature.
Improved brand cohesion by refining design system elements to better reflect visual identity and reinforce consistency across features.
Iterate
Iterate
1
2
Streamlined visual hierarchy by replacing the generic “N” logo with a clear “Netflix Rewards” header—providing immediate context and helping users quickly understand the screen’s purpose.
Combined “Redeem Rewards” and “How it Works” into a single, intuitive section to streamline navigation and minimize taps, making it easier for users to understand and engage with the rewards system.
Before
After
Based on usability feedback, I made targeted updates to enhance clarity, reduce user confusion, and align more closely with Netflix’s visual language.
Based on usability feedback, I made targeted updates to enhance clarity, reduce user confusion, and align more closely with Netflix’s visual language.
1
2
Enhanced scannability and clarity by reducing visual clutter and introducing a bold, brand-aligned heading to anchor the feature.
Improved brand cohesion by refining design system elements to better reflect visual identity and reinforce consistency across features.
Before
After
1
2
Enhanced scannability and clarity by reducing visual clutter and introducing a bold, brand-aligned heading to anchor the feature.
Improved brand cohesion by refining design system elements to better reflect visual identity and reinforce consistency across features.
1
2
Streamlined visual hierarchy by replacing the generic “N” logo with a clear “Netflix Rewards” header—providing immediate context and helping users quickly understand the screen’s purpose.
Combined “Redeem Rewards” and “How it Works” into a single, intuitive section to streamline navigation and minimize taps, making it easier for users to understand and engage with the rewards system.
Before
After
1
2
Streamlined visual hierarchy by replacing the generic “N” logo with a clear “Netflix Rewards” header—providing immediate context and helping users quickly understand the screen’s purpose.
Combined “Redeem Rewards” and “How it Works” into a single, intuitive section to streamline navigation and minimize taps, making it easier for users to understand and engage with the rewards system.
Solution
Solution
The Netflix loyalty program incentivizes user engagement and referrals by awarding points for activities such as viewing content and inviting friends, driving retention and expanding the subscriber base. This loyalty program also connects seamlessly with Netflix’s design system, ensuring a consistent user experience.
