Aggie Castellon Portfolio

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case studies

Redbox Points Redemption
for Digital Streaming

Redbox Points Redemption for Digital Streaming

Role: UX & UI Designer

Brand: Redbox

Timeframe: 2022/23

INTRODUCTION

Project Overview

To introduce Redbox Perks rewards redemption for On Demand streaming, across all digital platforms.

The Goal

To enhance user engagement and retention by allowing members to redeem Perks points for extra savings on our streaming platform. Prior to this, members were already able to redeem points on DVD rentals at the Kiosk and earn points for any On Demand transactions, but not redeem. This was one of the biggest company initiatives that provided a solution to a number one customer pain point.

My Role

I improved the experience by incorporating points redemption across several key screens on all devices including TV, Web, Mobile/Tablet Apps and Kiosk. I redesigned the TV app navigation and checkout to accommodate future needs. I collaborated with the team to ensure business goals were met.

TV App Navigation Redesign

Before

After

The revamp of the TV app's navigation menu wasn't purely aesthetic. It now encompasses a sign-in feature, showcases Perks points, and introduces the My Perks tab.

I refined the strategy and designs to accommodate evolving changes and improved overall usability. I presented the progress to stakeholders for approvals and feedback throughout the project and collaborated with developers to ensure a smooth handoff. While I was working on this project, I introduced several UI and UX improvements including the updates to the physical checkout for disc reservations.

RESEARCH

User Interviews

To understand user expectations and preferences, I used existing research findings and customer feedback and conducted interviews with existing Redbox Perks members. Key findings included:

• Members appreciate the content variety but desire a more personalized experience.

• Members emphasize the importance of being able to redeem their points On Demand.

• Members expressed concerns about not knowing their points balance or forgetting to redeem.

Competitive Analysis

I analyzed loyalty reward programs across other industries, since no other streaming service offers points. The rewards programs that were more user friendly had a higher success rate of redemptions. Simplicity and ease of use are critical for success. Transparency in earning and redeeming points is essential to build trust therefore the balance should displayed across the experience so user is always aware of points they already earned or have potential to earn on their transaction.

Ideation

At the wireframe stage, we established and approved the scope and behavior of all the needed screens with developers, PMs and stakeholders. Some decisions were already made at that stage. For example, the scope was limited to reduce dev effort by using more general terms and reducing the number of conditions. Title Details Page through checkout flows have been heavily informed by multiple rounds of UXR. Users strongly desire to have the “ability to see if they have enough points” at TDP, especially if a title is called out as FREE. I’ve done my best to meet those needs & expectations with copy, flow, and features.

Task Flow

The Process of Redeeming Points On Demand

The Process of Redeeming Points
On Demand

DESIGN

Design Process

The design process included many reviews to align with stakeholder and customer expectations. In order to streamline the redemption process we utilized a one-click redemption which showed the earned reward limiting choices and allowing customers to redeem instantly at checkout. It was a very complex project across every platform and required involvement of several departments across the company.

Every device had its own set of challenges. TV App had the most real estate, however it didn't support any Perks messaging. In order to display point status and create a user-friendly redemption I had to redesign the navigation menu. I added a prominent sign-in for the logged out user which prevented later interruption at checkout. I added a tab for a new My Perks page which included a points dashboard displaying the user's current point balance, reward and status. It also provided reels of movies tied to point-specific offers. I included a Perks banner on home page and toast notifications to highlight navigation changes and create awareness of newly added Perks presence. I redesigned the checkout screen to accommodate for lack of vertical space and prevent scrolling which was A/B tested on Android before the redemption launch.

TV App Checkout Redesign

Before

After

The Web site had the most program information, FAQs and detailed explanation of benefits. It had the most robust point dashboard, sign up page and most updates to program rules. Every screen across web that mentioned points had to be updated.

Things didn't always go according to plan. Initially I incorporated messaging on the title details page that would display the point status and eligibility of each movie, however due to technology constraints I had to simplify the messaging and rely more on checkout to communicate available redemption rewards. It was important to prevent confusion at that stage in order for users to complete the checkout process without abandoning the transaction. Also, the noticeability & proximity of the Perks line was a concern as well.

Mobile provided minimal space for communication, posing a particular hurdle at TDP that had to consider both On Demand renting and Kiosk operations, each with distinct methods to earn and redeem points.

Mobile App Key Screens

Prototypes

Once the designs were finalized, I created several prototypes that allowed stakeholders and users to interact with the product to allow implementation of tweaks or updates from feedback before the launch.

Usability Testing

We conducted usability testing with a group of members to identify potential pain points. Iterative changes were made to address usability issues, leading to a more user-friendly interface.

The Perks messaging was noticeable across all platforms. Mobile messaging approach was better understood. Initially the TV App had some comprehension issues. The content included a cost reference "...save $2 with Perks points..." which could have been misconstrued as a tailored message regarding a points balance for some members, especially when briefly scanning the text. The revised and more generic text was significantly more effective and eliminated any user misunderstanding.

I also A/B tested the redesigned TV App's checkout screen on Android TV before the official redemption launch (as previously mentioned). The data showed a tight race, with tested redemptions coming in at 56% on the redesign and 54% on the current checkout.

development phase

Implementation

I handed off the project with detailed design specifications. I assisted the development team in integrating the loyalty rewards redemption into the Redbox apps and collaborated to address any challenges that may have come up. I also worked closely with the QA team to ensure a smooth interaction and to solve for any edge cases that have not been previously identified. We closely monitored the success of new features:

• Implemented a points tracking system for streaming and user engagement

• Identified eligibility of every title and cross referenced with customers’ available points

• Ensured smooth user interactions and responsiveness

• Tracked any changes in customer retention

• Implemented a points tracking system for streaming and user engagement

• Identified eligibility of every title and cross referenced with customers’ available points

• Ensured smooth user interactions and responsiveness

• Tracked any changes in customer retention

Launch

The project was divided into two phases: a soft launch incorporating the redemption in checkout on select platforms, and a full launch including a new points structure across all devices followed by a marketing campaign to create awareness.

Marketing Campaign

I assisted Marketing team in a communication strategy to inform subscribers about the new loyalty rewards program. The national marketing launch included:

• All month-long web representation of the new program

• In-app notifications and email announcements

• A clear explanation of how to earn and redeem points

• Bonus points for On Demand redemptions

I assisted Marketing team in a communication strategy to inform subscribers about the new loyalty rewards program. The national marketing launch included:

• All month-long web representation of the new program

• In-app notifications and email announcements

• A clear explanation of how to earn and redeem points

• Bonus points for On Demand redemptions

evaluation

Key Metrics

We tracked several key metrics to assess the success of the loyalty rewards program:

• User Engagement: Measured by the number of members renting On Demand

• Redemption Rate: The percentage of earned points redeemed

• Member Retention: Analyzed data to determine if the loyalty program positively impacted long-term retention

We tracked several key metrics to assess the success of the loyalty rewards program:

• User Engagement: Measured by the number of members renting On Demand

• Redemption Rate: The percentage of earned points redeemed

• Member Retention: Analyzed data to determine if the loyalty program positively impacted long-term retention

Results

• Digital redemptions increased by 22% during the soft launch of the program proving that discoverability and usability is high without any marketing support

• Redemptions increased to 27% after a full national launch and marketing campaign

• 5% increase in conversion rate

• Brought back 5% of lapsed customers

• Thousands of daily redemptions indicated a strong interest in rewards

• Digital redemptions increased by 22% during the soft launch of the program proving that discoverability and usability is high without any marketing support

• Redemptions increased to 27% after a full national launch and marketing campaign

• 5% increase in conversion rate

• Brought back 5% of lapsed customers

• Thousands of daily redemptions indicated a strong interest in rewards

conclusion

The introduction of the loyalty rewards redemption to streaming at Redbox was successful in increasing user engagement and retention. However, continuous improvements and expansion of rewards will be essential to maintain member satisfaction and loyalty. The program's positive impact on user retention and engagement demonstrates the potential for ongoing success in the future.

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