Account Page Redesign
This research informed the redesign of the Account and Rewards pages for JD Finish Line.
Project Overview
Impact
Problem
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Customer feedback (from TruRating & the app stores) = problems within Account & Rewards Page
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Browsing and redeeming rewards is confusing
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Lots of inactive Accounts and customers often purchased without linking to an Account
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Hypothesis: if new members aren't understanding how to use the Rewards page, they might not find value in being a member, and may become less loyal to our brand.
Insights
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Led the Product team to action on an Account and Rewards Page redesign, with insights, recommendations, and facilitation.
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Account and Rewards Page redesign went into development.
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New experience will go live Sept. 2023.
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It is not intuitive to new members where to find STATUS rewards.
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The Welcome reward fails to teach users how to browse and redeem rewards.
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Navigation can be condensed to help users find what they're looking for.
Objectives
Research Goals & Questions
Discover the current Account experience for both active STATUS members and new members​
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What are the differences in experience of these 2 groups?
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What pain points exist for each group and are they different?
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Learn about the different ways customers browse and redeem rewards (for app & web)
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Where in the journeys are there points of friction?
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How is the STATUS reward experience different for an active STATUS member and a new member
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Understand how Account and Rewards may be impacting the member experience
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Can we increase membership activity by improving Account and Rewards?
Business Goals
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Increase loyalty STATUS rewards membership
User Goals
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Get discounts on shoes and save money
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Get invited to exclusive shoe drops and events
Methods
Part 1: Research
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Rewards Experience Audit
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Why this method: Understand the current flows for each type of reward, and find out if the experiences consistent​.
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Unmoderated Usability Testing (Current Experience)
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Why this method: Discover what the current Account experience is like for public users and if it is different for .com vs. app.
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Open Cardsort
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Why this method: To test assumptions that we could condense the number of tabs in the Account Nav, by understanding how users group and name Nav items.​
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Guerilla Interviews
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Why this method: To understand how the current Account experience is different between new/public users and active STATUS members.​
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Part 2: Action & Evaluation
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Facilitated Workshops​​
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Why this method: To inform the team of research insights and move them to action​
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Moderated Usability Testing (Prototype)
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Why this method: To test the resulting design prototypes for usability errors ​
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Part 1: Generative Research
In the first phase we wanted to familiarize ourselves with Account and Rewards, and get an idea of where and why users were struggling and what they might expect in the Account and Rewards experience.
Rewards Experience Audit
The reward flows are different per type of reward and per device/experience, and we wanted to first get a better understanding of the differences, before involving users, so we did an audit of all flows.
Types of Rewards:
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STATUS Exclusive Reward
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Cash Reward
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Free Shipping
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Shoe Giveaways
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Youth Foundation Donation
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Welcome Reward
Flows:
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.com
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App
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In-Store
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Email
Confusing Flows Identified
Welcome Reward
Customer feedback had suggested problems with not being able to find and activate the Welcome Reward, received for becoming a STATUS member. Auditing the Welcome Reward flow gave us a better idea of some of the problems the members had been experiencing.
Account - App
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From the email “Claim your gift” goes to the “Home” page in Account, where it says I have 0 points, leading me to believe the reward didn't go through.
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The Welcome Reward is actually located in a carousel on the STATUS page (accessed from the drop-down at the top. The user is not directed to the right page and there is no way of knowing what page to go to.
New customer's first touchpoint/experience with this rewards program = Where’s the reward? Does it work?
Wallet
To understand the Welcome Reward flow, we had to take a deeper look at the "Wallet", which is where all rewards are stored and redeemed. We had heard there was some confusion with redeeming rewards, and we could see why by the way the wallet was structured. We didn't have solid evidence that wallet was a problem, but we made some assumptions to test further.
We hypothesize that the following process is confusing and may be contributing to customer frustrations around finding and redeeming rewards.
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In order to use points to get a reward, the customer must find a reward in the catalog (in wallet - the second row), “redeem” it (which moves it to the rewards wallet), and then find it in the wallet to use.
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Users have to scroll horizontally through several reward options, which isn't the best experience for this use case. (This is where new users would scroll to find the Welcome Reward)
Usability Test - Current Experience
I wanted to triangulate the audit with research involving users, and understand if the challenges for .com are the same as for the app. So we ran two unmoderated usability studies with usertesting.com, on the current Account/Rewards experience, for app and .com.
Test Tasks/Questions
General tasks and questions around the benefits of STATUS membership and how to find and redeem rewards.
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Participants
12 participants (6 for app, 6 for .com)
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Results
Positive Takeaway
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Participants were able to speak to the value proposition of joining STATUS.
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​However, this is because they were able to find the information about the benefits on the website. This does not tell us how compelling the reasons to join STATUS are or if these customers would actually join in the real world.
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Further research could be done on perception of value and how we might create and surface more customer-centric reasons to join.
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Insights
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The structure of the rewards page in Account and the browse and redeem reward process may be causing some confusion.
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Terminology like "redeem" has a different meaning and isn't the expected term.
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The 5 tabs in Account are making it hard to find what users are looking for.
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Findings
App Usability Test
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10 out of 12 participants had trouble finding the Welcome Reward in app.
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8 out of 12 participants didn’t understand that redeeming moves rewards to the wallet.
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8 out of 12 participants were confused about the difference between the wallet and catalog, thinking the catalog would be where they would access their rewards to use.
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.com Usability Test
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12 out of 12 participants had trouble finding the Welcome Reward starting from the email.
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8 out of 12 participants thought browsing and redeeming rewards would be on the Home tab.
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8 out of 12 participants thought the “Automatic Rewards” link was where they would find reward options, instead of going to the STATUS tab and catalog
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8 out of 12 participants were confused about the difference between wallet and catalog.
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*Participants were able to learn how to browse and redeem eventually, but it took some time and most mentioned it wasn't clear
Card Sort
With the customer confusion around finding rewards in the STATUS tab in Account, we hypothesized that we might not need a Home tab and STATUS might be a confusing name. We wanted to test our assumptions by understanding how users group Account items and what they would name the groups.
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The Test
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Unmoderated open cardsort
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40 participants
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Tools: Optimal Workshop and Usertesting.com.
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Results
3 groups were identified:
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​Rewards/STATUS/STATUS Membership
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Favorites/History/Shopping/Order
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Payment/Profile/Contact Info/About You/Account Settings
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Guerilla Interviews
After watching public users interact with the Account and Rewards experience, we wondered if long-time STATUS members had the same struggles. So we decided to run some member interviews and find out.
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The Interviews
We went to a Jordan Retro 11 shoe launch at a local store, and asked customers who were waiting in line, if they would be willing to participate in research while they waited.
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Participants
10 STATUS members - all have been a member for at least a year
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Results
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10 out of 10 customers interviewed were able to quickly and successfully show how to browse and redeem rewards.
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The store manager claims active STATUS members rarely have problems browsing and redeeming rewards in-store through the app (he believes in-store customers are only using the app to browse and redeem rewards in-store).
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Active STATUS members get upset when they miss an exclusive reward opportunity in the app.
Different Challenges - STATUS Members vs. New Members
Active STATUS members have different challenges than new members. The pain points around browsing and redeeming rewards are primarily challenges for new or infrequent members. While active STATUS members are more concerned with how to get exclusive rewards right when they drop, so they don't lose them.
Findings & Opportunities: From Generative Research
From the research findings, we discovered 4 areas of opportunity for the Design team to create a new Account and Rewards experience.
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Key Findings:
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Browsing and redeeming rewards is not visually prominent when the user first signs into account. They instead land on a Home tab that gives them an option to “auto redeem”. In order to browse the rewards catalog and add rewards to a wallet for later use, the user would have to go to the STATUS tab.
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The Welcome reward fails to teach users how to browse and redeem rewards. Clicking on the Welcome reward from email brings the user to sign into Account, where they then land on the Home tab (instead of STATUS where the rewards catalog and wallet live), leading them to believe they do not have any rewards yet.
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3 Groups were identified for the navigation (5 tabs might not be needed)
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Opportunities
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Redesign the Browse and Redeem Rewards experience, so that customers can easily find and use their rewards.
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Direct customers to the Welcome Reward and teach them how to navigate the browse and redeem experience when they first become a member.
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Changes to the Account Information Architecture/Nav so that customers can intuitively find what they’re looking for.
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Organize the hierarchy of the checkout experience so rewards are noticed and applied at the right time with less confusion.
Phase 2: Evaluative Research
This phase was all about putting the research insights into action and then evaluating new designs.
Design Workshop
I wanted to present the research to the team (Designers, PMs, VP of Product) in a quick and meaningful way that would lead them to action. So I facilitated a workshop to cover both research insights and ideation for a new browse and redeem reward experience, and Account navigation.
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Workshop Structure
Introduction (goals & plan)
Part 1 - Browse and Redeem Rewards
Research Presentation Part 1
I presented the high level findings from the usability tests and interviews, in the Part 1 of the workshop, so we could then do some ideation around the browse and redeem rewards experience.
Personas
I presented personas to show the team who we would be designing for and the different goals and needs between active STATUS members and new members.
Activity: Browse & Redeem Rewards
Then we did our first activity. I shared the current experience of browsing and redeeming, and pointed out all of the spots in the experience where we saw friction. Then we spent some time sketching out some new ideas.
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Review Current Experience
Catalog & Wallet
Redeem a Reward Flows
2. Look at Competitor Inspiration
I put together a board of competitor screenshots, calling out some areas that had solutions to the problems we had found. The team went through and stamped the areas they liked the most.
3. Sketching
I gave the team some things to focus on while sketching:
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Hierarchy and terminology on the STATUS Rewards screen
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A more intuitive experience for find reward in “catalog” - redeem - go to “wallet” (without taking away the “wallet” completely)
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How might we differentiate between types of rewards in “catalog”
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How might we differentiate between types of rewards in “wallet” (cash reward vs. free shoe raffle prize)
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Can we put all types of rewards in the “wallet” - what would that look like or how would we show rewards like free shoes raffles that have an end date and notification that they won/lost
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For online only purchasers - make the “wallet” experience make sense (rewards redeemed in catalog automatically appear in checkout as reward options to choose from, for online purchases - but not in-store)
Part 2: Account & IA
For Part 2 we looked at the navigation/information architecture. I first presented the results from the card sort.
Current Navigation
We looked at the current navigation together.
When you sign into the app, it starts on the STATUS page. This could be why users are not struggling as much with the app as .com. When you sign into .com, it brings you to a "Home" tab first, and users have been struggling to figure out how to find rewards from there.
.com Experience
App Experience
Activity: Account Site Map
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Prior to the workshop I created a site map recommendation based on the research, for the group to weigh-in on. After discussing the results of the card sort and the opportunities in the current state navigation, we spent some time looking at the proposed site map and discussing what we can and cannot do.
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Step 1:
Review current experience, research results & competitive inspiration
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Step 2:
Sticky note your thoughts on the proposed site map
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Step 3:
Group discussion & decisions
Group Site Map Activity
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Results
We decided Account would have 4 tabs:
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STATUS - for rewards, this would be the "Home" page, the first tab users will land on when they sign into Account
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Subpages: STATUS FAQ, My Rewards (rewards the user has chosen, to replace "wallet" with a more intuitive name), Choose Rewards (to replace "catalog" with a more intuitive action phrase)​
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Purchases - purchase information​​
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Subpages: Recent Purchases and Purchase History​
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Favorites - save favorite products to view later​​
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Profile
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Subpages: Contact Info, Payments, Email Preferences, Shopping Preferences​
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New Designs & Usability Testing
Old Experience
New Prototype
I worked with the design team further after the workshop, to make final decisions for the new prototype. I then ran usability testing with the prototype.
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2 Usability Tests:
Moderated (Guerilla Style)
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5 STATUS members in-store at the Jordan Retro 13 launch at the JD Sports flagship store in NYC
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Participants must have been buying the Jordan Retro 13s (we wanted them to be active STATUS members)
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Unmoderated (usertesting.com)
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8 online shoppers
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Must be new or infrequent JDFNL customers
Usability Test Results
Positives
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All participants were able to “browse and redeem” at least 1 reward.
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All participants understood the difference between “My Rewards” and “Rewards Shop”.
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1 participant said the new concept shows them what to do to browse and redeem rewards, and it’s much easier to use.
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S:EA members easily browsed and redeemed rewards, the new designs did not disrupt their flow.
Opportunities
Impact
The Design team made updates based on the usability test findings and the new Account and Rewards pages went into development. Designs will be going live in September 2023 (will update with success metrics from the team at a later date).