Client: Rise Interactive Year: 2018-2019 Role: UX Research, Wireframing, Prototyping Team: Larry Koss: Creative/UX Manager; Kristina Szczech: Graphic Designer; Kirin Murphy: Lead Front-End Developer; Matt Griffith: Copywriter
Background: The Skymiles Dining website lets members earn Delta airline miles when they dine at one of the thousands of restaurants on the program website. Users that are enrolled on the Skymiles Dining program can earn a certain of miles each time they go out to dine, depending on their tier:
Member – earning 1 mile for every $2 spent
Select Member – earning 3 miles per $1 spent
VIP Member – Earning 5 miles per $1 spent
Team goal: Improve the member experience to increase enrollments and member dine rate.
Problems
Our previous Delta Dining website was non-responsive...
...and our mobile experience was out of date. The engagement rates for our desktop and mobile sites were decreasing.
With member dining activity slowing down, we began planning enhancements to the website to upgrade the experience. Our goal was to attract more users, while increasing engagement with our current users. To increase user incentive to dine, we decided to highlight the benefits of becoming a VIP member after dining 11 times. Benefits include:
Earning the most miles per dollar
Access to restaurants that users on lower tiers will not have access to
A specialized help center call number for a quicker response time
I began to outline the anonymous and logged in UX for the members.
Iterative Design Phase and UX Improvements
Multiple wireframe iterations were created for desktop and mobile. Multiple elements were added to the site that would enhance the UX:
Add VIP touts throughout the site- Increase awareness that member is a certain number of dines from achieving VIP status (When a member dines 11 times at a qualified restaurants, they would reach VIP status)
Add Bonus touts throughout the site- Consistently remind members that they can earn up to 3,000 bonus miles when they dine 3 times within the first 30 days after enrollment
VIP Progress charts- Display graphs throughout website to show member how close they are to VIP status
Special clients showcase- Called the "Earn More" page; On the old site, this page was dedicated to showing bonus offers, but now, the space would showcase specialized merchants that joined the program (including online merchants!)
Explore Page- Member would see restaurants in their area grouped by cuisine-type
Final Product
Results:
Our website officially launched on July 25th, 2018, followed by a 20% increase in enrollments across websites. User activity and time on the site increased from 30 seconds to over 1 minute for each session. Client services noted that feedback was very positive from users, and that issues reported were down by 20% almost immediately.