Portfolio of Amy Mamtura
AMY MAMTURA
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Kobo Loyalty Experience

A rewarding e-commerce experience for book lovers

 

About this project

In 2015, I was the Lead Information Architect for Kobo's new loyalty product called SuperPoints. The project spanned 8 months of the roadmap, and required close collaboration with teams in Toronto, Ireland and Japan. 

The UX Challenge

Design an end-to-end e-commerce experience that rewards book lovers for their love of reading through the membership product. This included discovery of the membership product in the online store, adding the product to cart, purchasing, accumulating points and redeeming them for rewards online—weaving all touch points together into a seamless experience.

Process and artifacts

Journey Map → User Flows → Wire framing & Copy Direction 


Stages of the user journey

 Discovery

Discovery

 Purchase

Purchase

 Get benefits

Get benefits

 Track activity

Track activity

 Redeem rewards

Redeem rewards


High Fidelity Wireframes

Background colour reflects stage in the user journey, not the visual design.


User flows

This user flow shows the journey of a Kobo customer buying the VIP membership.

 
 

The result

Within the first month of launching the new product experience, Kobo surpassed it's 12 month revenue goal.  The user experience was successful at helping users discover the loyalty product on the e-commerce site, learn about its benefits, add the product to cart and finish purchasing it – at speed and with ease.