A pioneering project for Affirm’s Rewards Program, allowing users to earn points each time they make a payment.
Product Design Intern
Summer 2022
UI/UX Design, Product Strategy
Figma
Loyal Affirm users currently don’t earn anything special for their dedication to the BNPL platform.
Why don't we give them a special reward?
The Landscape
Klarna and Afterpay, Affirm’s two biggest competitors, both have existing, thriving Rewards programs that rewards their loyal customers with discounts and special deals. How can Affirm keep their competitive edge over Klarna and Afterpay?
Results
Join the rewards club in the app.
Earn points with each purchase.
Redeem discounts and deals from your favorite brands.
The Problem
How might we reimagine the Rewards program so that users make purchases on the Affirm app?
Affirm was the only one of the big three BNPL platforms that doesn’t have a Rewards program in place. Additionally, foot traffic on Affirm’s mobile app was low. The goal of this project is to explore how to incorporate the Rewards program into the mobile app to incentivize users to make purchases on the mobile app instead of directly from brands.
Delivering multiple methods to earn points.
I owned the Earn tab of the Rewards Hub in the Affirm app, which allows users to explore different ways to earn points. We explored three different ways for users to earn points.
Shop and Pay
By making purchases with certain methods or during special events, users can earn 1 point for every $1 spent.
Missions
A no-cost, low commitment way to earn points. Users perform tasks within the app to earn points.
Direct from Brands
Users can shop directly from consumers and earn points with each purchase.
Rewards Hub
The Rewards hub is the central location within the Affirm mobile app where users can interact with and find all things dealing with Rewards. I led and own the design of the Earn tab and Activity tab.
Earn Tab
We consolidated the three earn methods into one tab in the Rewards Hub. Users can easily navigate different ways to earn points. The information hierarchy is based on three criteria: ease of accomplishment, call to action, and informative title.
Each activity has a large card button that allows the user to go directly to the task.
Each method of earning points has a title that groups together the tasks related to that respective method.
Earn methods that are easier to accomplish are listed at the top of the Rewards Hub so that users can easily access them.
Activity Tab
All of the users points activity is captured within the Activity tab. Each time the user earns points, redeems points, or makes a purchase return, the Activity Tab updates with that action.
Purchase
The initial purchase is populated, but no points are added to the total points.
Points are earned each time the user makes a payment for a purchase.
Refunds subtract all earned points up to the time of the refund on that purchase from the user’s total points.
Credit-based Rewards
In the Rewards MVP, the only reward offered to consumers is points-based awards. This project will explore points-free rewards that consumers can redeem, which may include percentage discounts, discounts at merchant-specific stores, and tiered points program that offers more rewards/better quality rewards for higher-tiered consumers.
The key goal of this project is to develop the interface and experience for consumers to earn points-free rewards, and explore how this will be pushed by Affirm and/or merchants. The points-free reward will either be non-point awards (i.e. 50% off) or a tiered rewards program.
Non-points rewards
Non-point awards come in the form of non-point discounts, merchant-specific discounts or adjusted purchase discounts. Non-point discounts can be redeemed at any merchant; this discount is the most similar to the current points-based award. Merchant-specific discounts can only be redeemed at specific merchants, which will require more discussion with merchants who want to opt into the program; this will also be an opportunity for merchants to incentivize consumers to use Affirm to purchase. Adjusted purchase discounts directly affect the current repayment flow; this discount will either decrease the required APR or increase the consumer’s spending limit.
Tiered Rewards
The tiered rewards program is similar to a loyalty program that rewards consumers with better rewards the more they use Affirm. These rewards will be worth more the higher-tiered the consumer is. Rewards can include all of the non-points awards listed above.
Rewards Hub
The Rewards hub is the central location within the Affirm mobile app where users can interact with and find all things dealing with Rewards. I led and own the design of the Earn tab and Activity tab.
Conclusion
Revamping the e-commerce website proved to be a game-changer in enhancing user experience and driving sales. By simplifying the navigation and checkout process, we created a more enjoyable shopping experience that significantly boosted conversion rates and customer satisfaction. This project highlights the critical role of UX design in the success of e-commerce platforms.