Boosting Retention in Tronic's Web3 Loyalty App
MY ROLE
UX Research, E2E Design
TOOLS
Figma, Google Meet, Notion
METHODS
Usability Testing, User Interviews
DESIGNED FOR
Web App, Optimized for Mobile & Desktop
Overview
CONTEXT
Tronic's consumer facing product is a white-label loyalty app, built on the Solana network.
Users engage with their favorite brands and complete tasks that issue on-chain rewards and points. These tasks are packaged as interactive campaigns called Journeys.
PROBLEM
"It feels like homework." Users were not returning after initial sign up.
SOLUTION
User retention improved when we centered rewards over tasks and gamified progress.
Business Outcome → Improved new user return rates by over 10%
My Process
DEFINE THE PROBLEM
We knew users were not returning. I ran moderated usability tests and user interviews to figure out why.
Key Takeaways
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Users' expectation of a rewards program, based on their experience, is that they’ll earn rewards passively with very little effort on their part. If we’re going to ask users to play a more active role, we need to be very clear on the value they’ll receive.
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Transition from journey page to sign up was jarring and unexpected. Users either thought they made a mistake or thought they had already signed in.
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Users are making assumptions and guessing rather than feeling confident in their actions.
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Participants saw the app as a lot of work to do without knowing what they’ll get out of it.
PRESENT RESULTS
To secure stakeholder buy-in, I presented the usability test findings.
Journeys were a key selling point and product offering for Tronic's clients. As such, it was a business directive to ensure Journeys took center stage in the consumer app. In order to pivot, it was essential that we secured stakeholder buy-in.
EXPLORE & ITERATE
With the blessing to move forward, I researched comparable platforms and began lofi design explorations.
FINAL DESIGNS
After multiple iterations, with feedback requested early and often, final high fidelity designs were ready for handoff.
TRACKING SUCCESS
The profile redesign improved new user return rates by over 10%
Tronic clients often marked the launch of their new loyalty app with a launch party where we saw large influxes of new users. To understand the redesign’s impact on return rates, I compared data from the first three months after launch of two separate brands: one before the redesign, and one after. Both operated in the same vertical and had similarly sized user bases.