Kobo's Loyalty Product Experience
Rewarding the love of reading through the Kobo SuperPoints experience
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 ecommerce 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
User Journey Map → User Flows → Wire framing & Copywriting → Design → Interaction Design → Development → Shipped → Measured
USER JOURNEY
Steps on a membership journey
User discovers VIP membership on Kobo eStore.
User adds the VIP membership product to cart.
User sees benefits applied to items in cart and store instantly.
User tracks points they earned from eligible purchases.
User redeems VIP rewards towards new purchases using points.
SUCCESS CRITERIA
Our Three UX Goals
The solution should:
Allow users to see which books are eligible to earn VIP points easily.
Allow users to preview the VIP experience before purchase.
Allow users to redeem books instantly while shopping with points.
USER FLOWS
The booklover’s journey to purchasing a membership
I began by mapping all touch points across the eStore where a customer can upgrade to VIP and see VIP pricing.
Touchpoints included: Product Page, Membership page, Cart, and Checkout, both on web and EPD.
Have a look at this user flow. It shows how a customer would discover and purchase a VIP membership from multiple touch points across the shopping experience.
Hi-Fi Wireframes
During user research sessions, we discovered that avid readers pride themselves on being the ultimate book lovers – that is someone who’s read more books than their friends or family. We positioned the VIP Membership as a gateway to that ultimate status that readers craved.
Learning about the benefits
Discovery on Item page
Browsing as VIP before purchase
VIP Badge and pricing on items
Tracking activity
Redeem points instantly
Responsive on mobile web
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.
