Role
UX/UI Designer
Industry
Telecom
Duration
3 months, 2020
Contributions
UX/UI, Product Strategy, Testing
Growth (first 3 months)
Reward claim rate up by 27%
OVERVIEW
Airtel Rewards growth program through UX experiments that balanced business goals with user engagement and retention.
similar growth projects
Bringing engagement experiences in the form of a new vertical, Airtel Weekends with 10k DAU. Currently known as Airtel Games.
Launched a week-long referral-based campaign, resulting in a 47k increase in top-funnel audience.
Topical campaign during the Indian Premier League boosting engagement on the telecom app's feed, targeting cricket fans.
current user journey
Business Problem
Personalized coupon codes for ALL customers resource-intensive and unsustainable.
UX experimentation
Experiment 1
Mask Rewards
Iterations
As a team, we were looking for simple and already used interactions or learned behaviour by customers in popular transactions - eg, tap, wait, scratch etc.
Released
Masked rewards increased click-through rates as customers enjoyed the unpredictability.
Revealing fewer coupon codes resulted in better engagement.
Reflections from Experiment 1
Research showed customers didn’t like the rewards they were receiving, so they didn’t claim them.
This led to strained relationships with Airtel’s coupon partners and limited coupon inventory.
Experiment 2
Concept 1 - Capture Affinity
Capture Affinity
Interaction
Concept 2
Personalized Reward Selection
Let users choose from 4-set reward options, giving them control and personalization.
Their choices help improve rewards distribution on the backend.
HALO Effect
Grouping smaller brands with larger ones in the 4-option set created a "HALO effect," making small business coupons easier to discover and boosting their branding.
Personalized Reward Selection
Interaction
Concept 2 - Iterations
An iteration replicating a mini-game, to give a sense of control to users. However, higher size of the animation cause us to reject it.
A/B Testing - Concept 1 vs 2
Personalized Reward Selection Wins!
Providing a limited set of rewards improved customer response and customers actually claimed them.
4-set options allows small business coupons to be paired with larger businesses increasing their promotion and discoverability.
Capture Affinity
Personalized Reward Selection
MVP Release!
Claim rate up by 27% in just 2 weeks!
Strengthened relationships with our favorite businesses (small and large) by sharing valuable customer insights.
User feedback helped us adjust rewards to match customer preferences, driving long-term goals.
Personalized Reward Selection
Mask Rewards
