I oversaw the user experience on springrewards.com, real-time email and text notifications, and various cashback product offerings linked to payment cards. Working closely with external teams, I advocated for the design of a seamless and unique cashback experience for Spring members.
When we launched our mobile app, we ran a large campaign on the CTA, directing users to download the app and visit our website. Visits to springrewards.com saw a large abandon rate, with no new members and no new credit cards enrolled.
I conducted interviews with users, program managers, and sales staff. A common theme appeared: not everyone could explain what we did, simply. I designed a new home page and asked users to join with their credit cards to earn cashback when they dined and shopped at their favorite places.
I coordinated with a copywriter on messaging and discussed the layout with our front end developer to use existing patterns on the current website.
Four additional pages were also added covering Rewards, Offers, and Spring Cash. View the Spring Rewards website.
Problem: Our data showed us we had several subscribers without cards enrolled. The data also showed we had users that did not activate or redeem offers. Multiple users did not enroll in more than one rewards program. We saw this as an opportunity to improve our onboarding process, and to better inform them of the ways they could earn cashback.
Solution: I used the new messaging and structure we developed for our home page and used it for a new email onboarding flow. Our members could save and earn cashback throughout the entire network, with an enrolled card. We sent an overview, an email covering rewards, and an email that went over offers. If users did not have a card enrolled, we would have a module asking them to register a card.
Problem: WiFi was up and running at local merchants. Multiple logons were happening, but users were not enrolling a credit card with Spring. We had 6 possible scenarios a user would see depending on what was active at each merchant. We offered “Spring Cash”, listed rewards program thresholds and cashback offers to entice users who were not Spring members.
Solution: Simplify the copy and feature only one scenario on the login screen. A sign-up incentive gives $X cashback on the next purchase with an enrolled card. Use an email drip sequence after capturing the email address to get the card information.
We launched a new product called Spring Cash, which gave members the ability to activate merchant offers using our own "currency". They could now activate offers using Spring Cash. To gain new members and encourage spending in the Spring Network, we ran the digital ad campaign featured below.