The Vision
A loyalty ecosystem that enables us to strengthen and reward loyalty among all customers throughout their shopping experience.
A loyalty ecosystem that enables us to strengthen and reward loyalty among all customers throughout their shopping experience.
Primary Customer Problem
"As a Club O member, I’m trying to manage and understand my rewards balance but I have a hard time understanding how many rewards I have, can use, earn and redeem because my membership info is scattered throughout my experience and lacks consistency which makes me feel frustrated and not valued as an Overstock customer."
"As a Club O member, I’m trying to manage and understand my rewards balance but I have a hard time understanding how many rewards I have, can use, earn and redeem because my membership info is scattered throughout my experience and lacks consistency which makes me feel frustrated and not valued as an Overstock customer."
Business Problems
How can we increase repeat purchasing and Customer lifetime value (CLV) among more of our target customers?
How can our members get more value from the time they spend engaging with us?
How can we increase repeat purchasing and Customer lifetime value (CLV) among more of our target customers?
How can our members get more value from the time they spend engaging with us?
Strategy
• Expand the reach of our loyalty program to influence and reward loyalty behaviors of more target customers to increase engagement and repeat purchases.
• Introduce a free tier targeted at keeping Savannah (Overstock’s main persona) engaged in shopping.
• Elevate value and user experience for the free-based tier.
• Surprise and delight members with rewards and personalized experiences
• Expand the reach of our loyalty program to influence and reward loyalty behaviors of more target customers to increase engagement and repeat purchases.
• Introduce a free tier targeted at keeping Savannah (Overstock’s main persona) engaged in shopping.
• Elevate value and user experience for the free-based tier.
• Surprise and delight members with rewards and personalized experiences
How the Program Works
• Two membership tiers - basic & premium
• New reward points program
• Earn points for purchases
• Earn points for non-purchases activities
(download app, create a list, share products, etc...)
• Convert points to reward dollars for future purchases
• Two membership tiers - basic & premium
• New reward points program
• Earn points for purchases
• Earn points for non-purchases activities
(download app, create a list, share products, etc...)
• Convert points to reward dollars for future purchases
User Testing the New Designs
During the testing process, 3 prototypes were evaluated along with the control (current design) among 100 participants. Prototype C emerged as the most effective. Below are the key research findings that led to this decision.
During the testing process, 3 prototypes were evaluated along with the control (current design) among 100 participants. Prototype C emerged as the most effective. Below are the key research findings that led to this decision.
Qualitative Insights
According to users, the combination of scrolling and tabs provided a clearer, more intuitive way to explore all the ways they could earn points.
According to users, the combination of scrolling and tabs provided a clearer, more intuitive way to explore all the ways they could earn points.
Quantitative Results – Prototype C
• 88% (86 participants) correctly identified their point balance as 1,850 points
• 86% (84 participants) understood that it equated to $18.50.
• 73% of participants rated the History section as "Very Helpful."
• 88% (86 participants) correctly identified their point balance as 1,850 points
• 86% (84 participants) understood that it equated to $18.50.
• 73% of participants rated the History section as "Very Helpful."
Task completion rates:
• 98% success rate on 3 of the 4 tasks.
• 100% success rate on the remaining task.
• 98% success rate on 3 of the 4 tasks.
• 100% success rate on the remaining task.
Prototype C was the most successful in terms of task completion and information retention.
Here are the 3 prototypes as compared to the original design (control).
Prototype C was the clear winner when asking study participants to rate the helpfulness of the rewards history section.
Here are some qualitative responses as to why they ranked the history section higher in Prototype C.
The System Usability Scale (SUS) is a 10-question survey that measures how easy a product or system is to use. It's a widely used tool for assessing usability and is often used as a post-test after a user test.
Metrics After Launch
After multiple rounds of testing, we addressed as many risks as possible in the initial user testing of the Club O dashboard and the introduction of points. Confident in our findings, we proceeded with the launch of the new loyalty program experience in November 2021.
Following the launch, in Q4 2021, the Order % (red line) began trending upward, alongside an increase in member rate, reaching approximately 705K members in Q1 2022.
After multiple rounds of testing, we addressed as many risks as possible in the initial user testing of the Club O dashboard and the introduction of points. Confident in our findings, we proceeded with the launch of the new loyalty program experience in November 2021.
Following the launch, in Q4 2021, the Order % (red line) began trending upward, alongside an increase in member rate, reaching approximately 705K members in Q1 2022.
Note: this graph compares the order percentage of Club O members to the Overstock Credit Card (PLCC) holders.
Club O percentage of Active Customers increased each quarter to hit 8% in Q3 of 2022, compared to a low of 6% in 2020.
Final Designs
Marketing Page:
These are the first two sections of the Club O marketing benefits page. The goal of this page is to drive sign-ups by highlighting the benefits of the program.
These are the first two sections of the Club O marketing benefits page. The goal of this page is to drive sign-ups by highlighting the benefits of the program.
These are the first two sections of the Club O marketing benefits page. The goal of this page is to drive sign-ups by highlighting the benefits of the program.
Customer Dashboard
This is one of the primary experiences that customers would interact with when visiting their Club O rewards dashboard. The black and red icon set was developed specifically for the Club O rebrand.
This is one of the primary experiences that customers would interact with when visiting their Club O rewards dashboard. The black and red icon set was developed specifically for the Club O rebrand.
