Enhancing Hotlink rewards to drive user retention and revenue
Enhancing Hotlink rewards to drive user retention and revenue
My Role
Sr. Product Designer
Platform
Mobile App
Timeline
February - May 2024
◆ Understand
◆ Understand
◆ Understand
Context
Hotlink serves a young, digitally savvy audience who expect more than just core telco features. The Rewards feature had strong potential to engage users with perks like free data and lifestyle deals, but it wasn’t delivering. Engagement was low, and users often overlooked it in their daily app journey. We saw an opportunity to turn this underused feature into a retention driver by making it more visible, personalized, and delightful.
Context
Hotlink serves a young, digitally savvy audience who expect more than just core telco features. The Rewards feature had strong potential to engage users with perks like free data and lifestyle deals, but it wasn’t delivering. Engagement was low, and users often overlooked it in their daily app journey. We saw an opportunity to turn this underused feature into a retention driver by making it more visible, personalized, and delightful.
Opportunity
While the Rewards feature was functional, it was far from optimized for engagement. We saw an exciting opportunity to elevate this space from a passive offering to a dynamic, retention-driving experience.
Opportunity
While the Rewards feature was functional, it was far from optimized for engagement. We saw an exciting opportunity to elevate this space from a passive offering to a dynamic, retention-driving experience.
Improve visibility
Many users were unaware of the Rewards feature due to its buried placement and lack of contextual prompts. Elevating its presence could drive more engagement.
Improve visibility
Many users were unaware of the Rewards feature due to its buried placement and lack of contextual prompts. Elevating its presence could drive more engagement.
Add delight
The experience felt transactional and lacked emotional resonance. With gamification and micro-interactions, we could make it feel more rewarding and exciting.
Add delight
The experience felt transactional and lacked emotional resonance. With gamification and micro-interactions, we could make it feel more rewarding and exciting.
Introduce personalization
Rewards were shown in a generic list format. By tapping into user behavior and preferences, we could make the rewards feel handpicked and relevant.
Introduce personalization
Rewards were shown in a generic list format. By tapping into user behavior and preferences, we could make the rewards feel handpicked and relevant.
Challenge statement:
Challenge statement:
“How might we reimagine the Hotlink Rewards experience to improve discoverability, make it more engaging, and ultimately increase user retention?”
“How might we reimagine the Hotlink Rewards experience to improve discoverability, make it more engaging, and ultimately increase user retention?”
“How might we reimagine the Hotlink Rewards experience to improve discoverability, make it more engaging, and ultimately increase user retention?”
◆ Ideate
◆ Ideate
◆ Ideate
Sketch
I drafted quick wireframes to explore how users could more easily discover, claim (or auto-claim), and use their rewards. Collaborating with the team, we focused on streamlining the journey to make the experience feel seamless and intuitive from start to finish.
Sketch
I drafted quick wireframes to explore how users could more easily discover, claim (or auto-claim), and use their rewards. Collaborating with the team, we focused on streamlining the journey to make the experience feel seamless and intuitive from start to finish.
◆ Design & Prototype
◆ Design & Prototype
◆ Design & Prototype
Personalized for You
We focused on making Rewards more relevant by introducing personalization based on user behavior and preferences. With location access, we surfaced nearby deals to help users discover rewards that felt timely, local, and valuable, ultimately aiming to boost engagement and drive more redemptions.
Personalized for You
We focused on making Rewards more relevant by introducing personalization based on user behavior and preferences. With location access, we surfaced nearby deals to help users discover rewards that felt timely, local, and valuable, ultimately aiming to boost engagement and drive more redemptions.
The New Rewards Home
The redesigned Rewards page features daily dynamic content at the top, keeping users engaged and encouraging them to return regularly. Just below, a cleaner UI highlights a default “Recommended” tab personalized for each user, with category tabs further down to support exploration.
The New Rewards Home
The redesigned Rewards page features daily dynamic content at the top, keeping users engaged and encouraging them to return regularly. Just below, a cleaner UI highlights a default “Recommended” tab personalized for each user, with category tabs further down to support exploration.
Rewards You've Claimed
A dedicated space for users to track their claimed, unlocked, and expiring rewards, making it easy to manage and encouraging timely redemptions.
Rewards You've Claimed
A dedicated space for users to track their claimed, unlocked, and expiring rewards, making it easy to manage and encouraging timely redemptions.
