Case Study: Partner Loyalty Programme

Case Study: "The Alliance of Unbreakable Bonds"

Introduction

TheLorry is a leading technology-empowered logistics platform in South-East Asia offering a comprehensive and integrated marketplace model, where they connect professional drivers with corporate and individual customers through game-changing technology.

My Role

I oversaw designing, product and data analysis and planning. Working together with my product manager(Shindy) and data engineer, we analyse the data and come out a solution for the reward programme.

Problem Statement

The current moving service app lacks a comprehensive loyalty program to incentivize and reward users who consistently perform well in their moving services. This results in a missed opportunity to enhance customer engagement, encourage repeat business, and foster long-term loyalty. Users who actively engage with the app and demonstrate positive behaviours during their moving services do not receive appropriate recognition or incentives, potentially leading to a decline in overall user satisfaction and retention.

Goal

The objective is to implement a comprehensive and engaging driver’s loyalty program within the moving service app to incentivize, recognize, and reward users who demonstrate positive engagement and behaviours during their moving services. The loyalty program aims to enhance customer satisfaction, foster long-term loyalty, and increase user retention. By achieving this objective, the app seeks to create a positive feedback loop, where users feel recognized and motivated to continue using the app, leading to increased engagement, repeat business, and ultimately, brand advocacy.

Early Ideation & Data Analysis

Loyalty Points
By analysing data, we took top 15 performers in TheLorry, took an average number and set a goal for every driver to achieve, with that, for those who always perform well, they can achieve that easily, however for those underperformers, they have a goal to achieve. Even though they can’t achieve in a week, they can always have another week to complete their goals. Below please find our sticky note in planning stage:

Reward Credit
While drivers achieve Loyalty Point, they will gain and accumulate reward credits, with this they can use it to redeem reward that support their bread and butter, for example: TnG Ewallet, Setel credit, car service etc. In collaboration with several companies, we can give them more benefit even in terms of healthcare, as drivers are always on the road, this is an essential trait to treat the drivers. Below please find our sticky note in planning stage:

KPI Achievement Measurement
As we planned for this loyalty programme, we don’t want driver to achieve goal blindly without neglecting its professionalism. Hence, we came out with a few criteria and we implement robust analytics capabilities to track the performance and effectiveness of the loyalty program. Monitor user engagement, redemption rates, and program impact to identify areas for improvement and optimize the program's features and rewards. Utilize data-driven insights to continuously enhance the program and offer more relevant and appealing benefits to users. Below please find our sticky note in planning stage:

User Flow

Wireframe

User Interface Design

Key Component

Data Driven Analysis: Based on data of movers' performances every month and every fortnight, the product manager and I work on figure that is achievable by average movers, those who has performing well will achieve easily, for movers who underperform, they will have time and motivation to do better.
Clear program structure and rewards hierarchy: Develop a well-defined structure for the loyalty program that outlines how movers can earn loyalty points and progress through different tiers or levels.
Points accumulation and redemption system: Implement a seamless points accumulation and redemption system within the app. Enable users to easily track their points balance and provide a variety of redemption options, including discounts on future moves, free additional services, or exclusive perks.
Personalization and targeted rewards: Utilize user data and preferences to personalize the loyalty program experience. Offer rewards that align with individual user preferences and past moving experiences. Leverage data analytics to identify user segments and create targeted rewards, ensuring that users feel valued and motivated to participate actively in the program.
Communication and engagement channels: Establish effective communication channels to keep users informed and engaged with the loyalty program. Utilize push notifications, in-app messaging, and email campaigns to update users on their progress, notify them of upcoming rewards or promotions, and provide personalized recommendations based on their activity and preferences.
Social sharing and referral programs: Encourage users to share their positive experiences and refer friends and family to the app. Implement referral programs that provide incentives for successful referrals, such as bonus loyalty points or exclusive rewards. Enable users to easily share their achievements, rewards, and moving experiences on social media platforms, fostering a sense of community and attracting new users.
Gamification elements: Incorporate gamification elements into the loyalty program to make it more engaging and enjoyable for users. Implement challenges, milestones, or badges that users can earn as they progress through the program. Display leaderboards or rankings to foster healthy competition and motivate users to actively participate.
Analytics and performance tracking: Implement robust analytics capabilities to track the performance and effectiveness of the loyalty program. Monitor user engagement, redemption rates, and program impact to identify areas for improvement and optimize the program's features and rewards. Utilize data-driven insights to continuously enhance the program and offer more relevant and appealing benefits to users.

Conclusion

Through this project, I have gain a lot of knowledge in terms of the drivers' performance in weeks and months in order to gain their bread and butter. And by studying other products and conducting users' research, it made me understand the importance of user-centre design. Its not just the usability but eventually it could make great impact to their life as well.