Yahoo Loyalty Rewards Program
Yahoo Loyalty Rewards Program
Yahoo Loyalty Rewards Program
Make Product A Habit
Discover, interact, and get rewards through daily challenges in Yahoo app.
When
August 2018 - 2020
Role
Lead designer
Interaction Design
Visual Design
Prototype
Team
1 Researcher
3+ Product managers
10+ Engineers
+ Business Operation Team
Highlight
Increased Yahoo app's login rate by 1.75 times.
The first loyalty rewards program framework in Yahoo Taiwan.
The "Best in User Experience" talk at 2019 Yahoo global tech conference.
Increased Yahoo app's login rate by 1.75 times.
The first loyalty rewards program framework in Yahoo Taiwan.
The "Best in User Experience" talk at 2019 Yahoo global tech conference.
Celebrating product launch.
Celebrating product launch.
Presenting the project on stage.
Presenting the project on stage.
Presenting the project on stage.
Kudos to the incredible product team!
Kudos to the incredible product team!
Context
Challenge
In 2018, 7 million users were visiting Yahoo sites every day in Taiwan, but only 1/3 would log in and interact with our services.
In 2018, 7 million users were visiting Yahoo sites every day in Taiwan, but only 1/3 would log in and interact with our services.
Our user studies indicated that a significant proportion of “Lightweight“ users come to our site to kill time or read news as part of their daily routines, but they did not build a connection with our brand and services.
Our user studies indicated that a significant proportion of “Lightweight“ users come to our site to kill time or read news as part of their daily routines, but they did not build a connection with our brand and services.
So we asked
How might we make Yahoo users' daily routines more meaningful?
How might we make Yahoo users' daily routines more meaningful?
How might we make Yahoo users' daily routines more meaningful?
We believe that small things like content consuming and checking daily information are important, and each user’s contribution should accumulate into an achievement.
We believe that small things like content consuming and checking daily information are important, and each user’s contribution should accumulate into an achievement.
Design
Form user habit with the “Hook”
We utilized Nir Eyal’s Hook Model to design the user journey, mapping key features with these four steps: Trigger, Action, Variable Reward, and Investment to form user habits.
We utilized Nir Eyal’s Hook Model to design the user journey, mapping key features with these four steps: Trigger, Action, Variable Reward, and Investment to form user habits.
We believe that users will be triggered to understand and experience our product, then take action to receive variable rewards. The sense of accomplishment and fulfillment will motivates users to invest more time in our product and increase their engagement with our core values through the cycle.
We believe that users will be triggered to understand and experience our product, then take action to receive variable rewards. The sense of accomplishment and fulfillment will motivates users to invest more time in our product and increase their engagement with our core values through the cycle.
Mapping the user journey to the Hook Model.
Make users feel rewarded
After users receive reward points, they can redeem e-vouchers or physical products. It was the first time we implemented a transaction-like experience in Yahoo's media services. As a result, we dedicated significant effort, involving product managers, operations teams, front-end, and back-end engineers, to complete the redemption flow.
After users receive reward points, they can redeem e-vouchers or physical products. It was the first time we implemented a transaction-like experience in Yahoo's media services. As a result, we dedicated significant effort, involving product managers, operations teams, front-end, and back-end engineers, to complete the redemption flow.
The redemption flow in Yahoo App: from selecting a reward to accessing the e-voucher.
Connect users with our core value
Most of our users only browse in the Home tab and won’t try other features. Therefore, we created the Tasks page to introduce and educate the users on the new features outside of their daily routines.
In the end, the tasks page has the highest click rate among other pages in the Member tab — Users consider it their starting point for discovery.
Most of our users only browse in the Home tab and won’t try other features. Therefore, we created the Tasks page to introduce and educate the users on the new features outside of their daily routines.
In the end, the tasks page has the highest click rate among other pages in the Member tab — Users consider it their starting point for discovery.
The Task page under the Member Tab acts as the starting point to discover features across the app.
Evaluation
From Data
User engagement stimulated by loyalty rewards program.
User engagement stimulated by loyalty rewards program.
Login rate increased by 1.75 times.
Users who actively engaged with the loyalty program revisit Yahoo App more than 5 days every week.
Users’ time-spend doubled in 6 months after the program launched.
Login rate increased by 1.75 times.
Users who actively engaged with the loyalty program revisit Yahoo App more than 5 days every week.
Users’ time-spend doubled in 6 months after the program launched.
From User
We received two key positive feedback from user studies in 🇹🇼 Taipei, 🇭🇰 Hong Kong, 🇦🇺 Sydney, 🇬🇧 London, and 🇫🇷 Paris:
We received two key positive feedback from user studies in 🇹🇼 Taipei, 🇭🇰 Hong Kong, 🇦🇺 Sydney, 🇬🇧 London, and 🇫🇷 Paris:
KEY INSIGHT 1
KEY INSIGHT 1
Users are happy to discover new features through the tasks.
Users are happy to discover new features through the tasks.
“I will do the "Complete an online poll" challenge because it allows me to know the majority's opinion. I can get loyalty points and useful information at the same time.“
— Miss Lu, Age 30
“I will do the "Complete an online poll" challenge because it allows me to know the majority's opinion. I can get loyalty points and useful information at the same time.“
— Miss Lu, Age 30
KEY INSIGHT 2
KEY INSIGHT 2
Users appreciate the rewards that benefit their daily life.
Users appreciate the rewards that benefit their daily life.
“The loyalty points are huge motivation! I have coffee and read the article every morning while commute. The challenges encourage me to read more and express my own opinion on Yahoo, and I can get a free coffee.”
— Miss Hsieh, Age 34
“The loyalty points are huge motivation! I have coffee and read the article every morning while commute. The challenges encourage me to read more and express my own opinion on Yahoo, and I can get a free coffee.”
— Miss Hsieh, Age 34
Influence
Global Recognition and Impact
Yahoo loyalty program was chosen as the "Best in user experience" project in the 2019 Tech Pulse (Yahoo's annual tech conference). I presented this project with my design manager at Yahoo’s headquarters in Sunnyvale, CA.
I was proud that Taiwan team’s initiative demonstrated a global impact, pushing me to pursue more global-scale projects and collaborations.
Yahoo loyalty program was chosen as the "Best in user experience" project in the 2019 Tech Pulse (Yahoo's annual tech conference). I presented this project with my design manager at Yahoo’s headquarters in Sunnyvale, CA.
I was proud that Taiwan team’s initiative demonstrated a global impact, pushing me to pursue more global-scale projects and collaborations.
Presenting Yahoo Rewards Loyalty Program on stage for Tech Pulse 2019 at Yahoo HQ.
From pioneering to a scalable ecosystem
Yahoo Loyalty Rewards Program demonstrated the success of a task-reward system in driving user engagement. Building on it, we expanded the program across multiple Yahoo services to boost cross-platform traffic.
Yahoo Loyalty Rewards Program demonstrated the success of a task-reward system in driving user engagement. Building on it, we expanded the program across multiple Yahoo services to boost cross-platform traffic.
Loyalty Rewards Program in Yahoo Mail Desktop
In Yahoo Shopping App