Joshua Lau

Rocket Rewards

Cashback • New Product Launch

COMPANY

MyRepublic

MY ROLE

User Reacher & Designer

Duration

3 months

Overview

Affordable roaming

Cashback / Shopping

54%

Vacation Deals

Something for gamers

Q: What are some new features or services you’ll

like MyRepublic to introduce?

Based on a recent customer survey, we identified that our customers want a cashback/shopping feature. We decided to launch this feature as it adds an additional source of revenue and potentially help to bring in new customers

KEY OBJECTIVES

01 Introduce a cashback/shopping service

The cashback service should be easily available in our mobile app for all existing MyRepublic customers. Cashback earned would be used to off-set their monthly mobile bill rather than withdrawing a cash amount.

02 Increase number of sign-ups

As part of phase II, we will create a promotional cashback website that targets non-subscribers. The purpose of the website is to highlight cashback benefits they can receive when they sign up for a MyRepublic Mobile plan.

Approach

As this is a new service, we would need to take reference from existing cashback platforms. We would use the insights gained from our competitor analysis to form an initial user journey and wireframes that will be tested with our existing subscribers.

Competitor analysis

Through analysis of various cashback platforms, we have narrowed the most common user journey as:

Homescreen

(with featured promotions)

Did they find any deals enticing?

All promo page landing

Product Details Page

Checkout / Redeem

Purchase confirmation

Redemption History

Yes, clicks on promotion

Usability testing with 5 participants

We created wireframes based on the proposed user journey and tested it with users that indicated that they are interested in a cashback feature.

Insights

"I’m hoping for at least 3% cash back or around $5 for each transaction!"

Participant A

"The banner image in the mobile app really needs to grab my attention!"

Participant B

"As someone who doesn't subscribe, I'd totally check out the Mobile Plans just for the Rocket Rewards!"

Participant C

"Besides lowering my mobile bill, I’d love to see more ways to use my cashback!"

Participant D

What went well

The average rating for the testing session is 5.9 out of 7.

The newly introduced advertisement spaces, including the banner image and carousel, effectively captured users' attention.

Users expressed that the information provided, such as terms and conditions, is adequate for making informed decisions.

Three out of five users appreciated that the cashback earned can be applied to reduce their mobile bill.

Users reported that the purchasing journey was seamless.

What could be better

In addition to their mobile billing options, users are seeking alternative methods to redeem their cashback, such as through roaming data or grocery vouchers.

Users desire more comprehensive information regarding declined transactions.

Users would appreciate visibility into an estimated amount of pending cashback.

Non-subscribers would benefit from receiving earlier notifications regarding their ineligibility for cashback during their journey.

Users have expressed difficulty in finding the Rocket Rewards page on the MyRepublic website.

Driving

Redemptions

UX Psychology applied:

Scarcity

UX Psychology applied:

Salience

We applied the law of scarcity to entice users to redeem the vouchers. By limiting the number of redemptions, our users are more likely to take immediate action. In addition, we added a banner on the home screen which would be the first image they notice when our users enters the app.

78 redemptions left

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Rocket Rewards Promotions Card

Re-designed home screen featuring a new Rocket Rewards banner

Enticing

New Subscribers

UX Psychology applied:

FOMO (Fear of Missing Out)

UX Psychology applied:

Foot-in-the-Door

We created a promotional website to specifically target non-subscribers as they do not have access to the MyRepublic Mobile App. The purpose of the website is to tempt the user with deals that are too good to miss out on. All they have to do is to register an email with us in-order to redeem. The email would be used as an advertisement channel for our other products.