Current Gap in the Market
- Consumers are on the lookout for ways to save money while getting more out of their brand encounters.
- With limited tie-ups with brands, they forced to spend on specific brands and retailers.
- Most apps don’t allow spending of reward points in a different geography.
How does Bounz Solve for it?
- BOUNZ is a loyalty rewards app with retail partners in grocery, retail, insurance, flights and entertainment. Bounz offers almost 1.5% as value back to the user.
- Members can use and redeem their BOUNZ points at any of the partner stores online or offline and receive immediate benefits.
- Bounz is multi country multi currency app. App caters to both residents and Tourists.
Current challenges on the app
Business
- App is limited to users using it for redemption only.
- Onboarding possible via mobile number only which is a challenge for tourists.
- Visibility of new partners is missing.
- For Users using online shopping, redemption can be done by speaking to the contact centre.
UX and Design
- Long and boring onboarding process.
- App lacks fun or engagement elements
- Long list of partners makes discovery difficult and monotonous
- Visibility for newly onboarded partners is missing.
Technology
- Users do not get an OTP even after resend OTP is used multiple times.
- There is no identifier for users that navigate via referrals on third party apps
- Duplicate Profile setup if users complete onboarding on third party apps
- Too many notifications from the app.
Personalization
- There are no personalization features or unique value propositions tailored to user's gender, reward history or the partners they like or follow.
Research insight
A quick visualisation of the kind of data consensus we received from the Research. We used surveys and focus groups to get our research insights.
| Features | Low | Medium | Large |
|---|---|---|---|
| Straightforward Onboarding |  |
||
| Outdated Look and Feel | |
||
| Prefers to use OTP as Password | |
||
| OTP is delayed/problems with OTP |  |
||
| Social Login | |
||
| Uninstalling the app after some days |  |
||
| Looks at notifications from the app regularly | |
||
| Turning off Notifications | |
||
| Exploring the app regularly | |
||
| Would engage regularly with the app if motivated/persuaded | |
||
| Aware of new partners | |
||
| Aware of new offers | |
||
| Happy with the number of partner brands | |
||
| Interested in Cross Sell/Upsell | |
||
| Personalised Offers | |
||
| Keen to pay bills with loyalty points | |
||
| Uses multiple or more than 1 Loyalty partners | |
| Features | Low | Medium | Large |
|---|---|---|---|
| Straightforward Onboarding | |
||
| Outdated Look and Feel | |
||
| Prefers to use OTP as Password | |
||
| OTP is delayed/problems with OTP | |
||
| Social Login | |
||
| Uninstalling the app after some days | |
||
| Looks at notifications from the app regularly | |
||
| Turning off Notifications | |
||
| Exploring the app regularly | |
||
| Would engage regularly with the app if motivated/persuaded | |
||
| Aware of new partners | |
||
| Aware of new offers | |
||
| Happy with the number of partner brands | |
||
| Interested in Cross Sell/Upsell | |
||
| Personalised Offers | |
||
| Keen to pay bills with loyalty points | |
||
| Uses multiple or more than 1 Loyalty partners | |
Our Strategic
Design Approach
Design Framework
We used Don Normans
Emotional Design
We used this model since we needed users to connect emotionally and also infuse curiosity at the visceral level and confidence behaviorally.
Visceral
The platform needs Energy, Happiness bring in Vitality, which can be brought to life by using pattern, Images, colours and Typography.
Visuals are important for helping your customers remember who you are and what you do.
Over time, the selected colors, shapes, and logo will be associated with the brand Bounz.
What we did?
We Created styles that blend with the backgrounds to look vibrant and attract attention.
Behavioral
Boost Users Confidence by reducing unnecessary steps and screens. We made the app easier to use. By adding Helpful tips, users knew how to navigate the screen with a level of confidence.
Reflective
Incorporated gaming challenges during onboarding to motivate users to complete the journey and win reward points based on their scores in the game.
To nudge users to visit the app and discover new features, the games are changed weekly.
To build user engagement with brand partners, we have experimented with neuroscience principles used by Netflix.
Personalisation
If the Starbucks secret is a smile when you get your latte, [Netflix’s secret] is that the Web site adapts to the individual’s taste.
- Reed Hastings
What we did?
We changed Artwork of different partners depending on Gender, Frequency of Visits and Spend History.
For Males
2nd Time Visit-Males
For Females
2nd Time Visit-Females
Reflective-Banner Personalisation
Testing Preferences
Since our flows were simple, we drifted from the traditional usability testing and tested our mid fidelity screens for colours, fonts and asked users to describe the user interface with adjectives that helped us understand the best color combinations. We used tools that help us check accessibility compliance., AI tools for visual clarity and readability.
An appreciation message from client
Main Features
