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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

Problem

Backround

Problem

With an increasingly competitive streaming landscape, users have numerous subscription options, making customer retention critical.

With an increasingly competitive streaming landscape, users have numerous subscription options, making customer retention critical.

The streaming industry's average churn rate is around 37%

The streaming industry's average churn rate is around 37%

To stand out and retain users, streaming services must prioritize reducing churn by actively recognizing subscriber loyalty and continuously enhancing perceived value.

Key Objective

Key Objective

Understand the motivations and expectations of long-term subscribers to design solutions that enhance their perceived value, improve customer loyalty, and significantly reduce churn in an increasingly competitive streaming market.

Process

Process

Research

Research

Process

Research

Define

Design

Test

Iterate

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

Competitive Analysis

Interview Insights

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.

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.

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.

Affinity Map

Define

The User

The User

Bridging Business Goals with User Needs

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

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?

…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 Map

Affinity Map

Design

Wireframing

Wireframing

High Fidelity Designs

High Fidelity Designs

Test

Usability Feedback

Usability Feedback

Usability testing on the initial high-fidelity mockups confirmed I was moving in the right direction, though some adjustments were needed.

Usability testing on the initial high-fidelity mockups confirmed I was moving in the right direction, though some adjustments were needed.

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 Seattle

I kept jumping between sections trying to find the actual rewards list. It wasn’t clear wh ere to go.

– Participant from New Jersey

It would be helpful to see an easy to access explanation of how to earn points.

– 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 Seattle

I kept jumping between sections trying to find the actual rewards list. It wasn’t clear where to go.

– Participant from New Jersey

It would be helpful to see an easy to access explanation of how to earn points.

– 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

It would be helpful to see an easy to access explanation of how to earn points.

– Participant from New Jersey

before

after

1

2

  1. Removed the hamburger menu as it was unnecessary for this screen, improving clarity and usability.

  1. Adjusted CTA color to a more soothing tone for better user experience.

Iterate

Following usability testing, key design adjustments were made to improve clarity, reinforce brand consistency, and reduce user hesitation around navigation and task flow.

After completing the initial round of high-fidelity mockup testing, adjustments were made to enhance usability and reduce confusion.

1

2

  1. Simplified interface

  1. Tied in existing design system to better fit within the brand style

1

2

  1. Replaced the Netflix Logo with a more detailed header

  1. Merged "Redeem Rewards" and "How It Works" into a single screen for a more streamlined experience.

1

2

  1. Simplified interface

  1. Tied in existing design system to better fit within the brand style

1

2

  1. Replaced the Netflix Logo with a more detailed header

  1. Merged "Redeem Rewards" and "How It Works" into a single screen for a more streamlined experience.

before

after

1

2

  1. Replaced the Netflix Logo with a more detailed header

  1. Merged "Redeem Rewards" and "How It Works" into a single screen for a more streamlined experience.

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.