Product Manager- Payment apps
How MobileCharge uses cash back loyalty program?
- About the idea
MobileCharge launched its subscription-based rewards and loyalty programme.Customers will be able to take advantage of the benefits offered by MobileCharge and get cash back too. This will probably increase the footfall and attract more customers to the platform.
Understanding the Challenge
To increase growth, help retain customers, and improve your brand’s reputation this idea of loyalty programs is proposed.
Loyalty programs serve a dual function: to incentivise new clients to stick around after purchasing your goods and services, and to ensure that existing loyal clients still feel as if they are valued by your operation.
Research Methods
I extensively took UX research interviews of several users who are using mobile recharge platforms for their needs and found out their pain points. The purpose was to determine the basic ‘pain-points of people who are the backbone of the platform i.e. Users. I used the responses that I got to come up with ideas that would take away some of the pain points.
2. User Persona
Needless to say, there are several types of users, with varying needs,
a. Passive users- who use mobile recharge platforms only for mobile bill payments or
one/two purposes.
b. Active users- others might use for electricity, gas, broadband and travel payments.
I decided to focus on the more Active user persona that came out during my
research. This would help to design a loyalty program feature for an Active user.
stepping outside for everything and I can spend time with my family. I wish I could
get some benefits being a regular user or some encouragement to keep using the
platform.”
About: (Manjunath Gowda, 30)
Manjunath works as a software developer with an MNC in Bangalore. He lives with his
wife and 5 yr old daughter. He has stayed in Bangalore for more than 7 years now. He likes to pay his bills and household expenses
via MobileCharge. He makes sure that at the end of the cycle his/his family’s phone, electricity, gas, apartment, grocery, entertainment and travel bills are all paid. He is a regular user of MobileCharge and sometimes also sends money to his brother living in Australia.
Goals / Needs:
● Get motivation/loyalty rewards .
● Could send money abroad using the same platform.
Pain Points:
● Not always possible send money via other methods
● No cash back/loyalty/reward for being a loyal user.
User Journey:
3. Business Goals
● Increase customer retention rate.
● Maximise Relevant Customer Data and Consumer Trends.
● Increase revenue.
4. Feature Overview (About the Idea)
The cash back based loyalty program will serve as a relationship between us and
customers. The company offers exclusive products, promotions, or pricing; in
return the customer agrees to “go steady” with the business through repeat
purchases and brand engagement.
● When the user wishes to make a payment he would be prompted to use
Loyalties available for it on the top of the screen
● The user can select from the list available and the cash backs.
● Users can look for specific offers available and those who would like to
choose shop based best deals.
● User can add the loyalty and make a successful payment
● The cash back loyalty reflects in the user’s account in some time.
5. User Stories & Acceptance Criteria
6. Storyboard
I made a visual storyboard to show how users would explore the new feature.
It helped me outline the app and visually imagine it.
7. Wireframes
Following wireframe designs represent the skeletal framework of the app. I have kept it minimalist so that I can quickly test the idea without diving into the implementation details.
8. Monetisation
There could be a couple of approaches towards monetising this feature.
a. Affiliate Marketing
Since we’ll generate more traffic on online retailers it will be a benefit as it
serves as an affiliate market.
b. Increase customer retention and foot fall.
9. Final Thoughts
The idea behind this study is to formulate an approach to generate an additional revenue stream for the company and introduce a cash back feature for the company.
I have proposed a cash back loyalty program where the users who recharge more oftenly will get more benefits and the company could make benefits through affiliate marketing and customer retention.