Rewards
Overview
Provides customers an enhanced shopping experience within the Facebook and Instagram commerce platforms. Creating an engaging and rewarding system that increases long term value with merchants and consumers.
Role
Product Design
Project Type
Mobile App
01
Meta is a well known social engagement platform for connecting businesses and consumers. As they continue to grow their commerce platform of Facebook and Instagram Shops. They wanted to create an engaging and rewarding experience for consumers, however, costumers didn’t establish a habit of shopping within these platforms.
In the shopping industry, loyalty programs are used by businesses to drive buyer retention and increase the customer longer term value, here’s the opportunity.
With any creation of developing a new product. It’s a must to discover if any existing projects, data, or systems exist that could evolve into a solution. In doing discover there were a few incentives within each application that offered a structure, in which, could launch as a base towards a rewards system. Bringing these incentive together to one surface helped set the mapping of the system.
Nivy Sivakumar
Product Manager at Meta
Preston is an excellent design partner who excels at understanding business goals and creates exceptional user experiences that align with them. What's truly impressive is his talent for exploring multiple design approaches to solve a problem, and providing unbiased analysis of the pros and cons of each approach. By doing so, he has been able to effectively address the objectives and concerns of everyone involved, and drive consensus among stakeholders.I strongly recommend Preston for any team looking for a talented product designer. His expertise and collaboration skills make him an invaluable addition to any team.
In order to bring value and stand apart in the market of loyalty programs. Gaining knowledge into competitors systems helped to provide an understanding of what consumers perceived valuable rewards. While also providing an understanding of their overall view point of loyalty programs and how likely they're willing to be engage with a program. In conducting user studies through competitor analysis and user interviews I was able to discover what made a successful program and a loyal customer. Having this understanding allowed for the opportunity to create a structure that can provide immediate value.
Throughout my findings I discovered some key stats that I kept in mind in creating this new product. One of the major issues with loyalty programs is the cost of points and how long it takes to earn rewards. Engaging members to redeem points is key for customer satisfaction, retention, and reducing costs.
66% of consumers haven’t engaged with a loyalty program that they’ve belonged to for a long time, as it may take too long to earn rewards
48% of consumers said the reason is it required too much effort and is time-consuming
45% said the rewards aren’t valuable enough to them
27% of consumers added that program benefits and earning potential are unclear
02
Meta had existing incentives throughout its two applications. I needed to establish clarity on how these incentives worked within the Rewards system. Leveraging the research, I was able to determine what activities excited customers within a loyalty program. This provided me the foundational knowledge on how to incentivize customers. To accomplish, this I worked with the business to develop a spend to earn structure as one of the key features of the Meta program.
The surface had to accomplish a clear understanding of customer benefits while showcasing their existing incentives earned from Sellers and ones gained from Facebook/Instagram. Throughout each surface of the shopping funnel, showcasing the price and how incentives could be applied had to be clear to the consumer. In partnership with the XFN teams I was able to clearly display how each incentive could be applied to products’.
03
In working to develop a cross platform service within the commence surface brought new challenges. As there are two different design languages (Facebook and Instagram), finding similarities amongst the two brought new perspectives that evolved the systems. In diving deep in the systems and with the evolution of bring these brands under one brand provided great opportunities.
The visual strategy of the new surface accomplished bridging the gap of displaying one service for two brands into one design language - Meta.
04
Consumers were able to have a centralized location for all Seller incentive and Rewards from Facebook/Instagram. Thus improving discoverability and clarity of incentives between each application.
38%
Shop Ads Gross Merchandise Volume Increased
3.5%
Drove top-line organic growth and acquisitions up
25%
Increase click through rate in the commence platform
Callie Tepper
Product Design Manager at Meta
Preston’s ability to foster horizontal collaboration and alignment among several teams at once was his superpower and a key factor in the success of his teams. He modeled resilience as he pivoted quickly with project and org changes, demonstrated the ability to navigate through ambiguous scope and had strong collaboration with his XFN partners and Design partners beyond our organization. Preston’s ability to work collaboratively, partner effectively with cross-functional teams, and collaborate with other designers makes him an invaluable asset to any organization. I highly recommend Preston.
05
Increasing collaboration, during a period when working remotely became more common. Solving concerns for consumers prove that human connection and great communication, strengths the growth of a project.
Respecting differences, as there were two design systems to incorporate into one product. I have learned to respect the need and growth of a company’s design language.
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