Give PROPS

PROPS Rewards is a loyalty program for one of Canada’s top financial institutions. Program members are rewarded with points in which they can redeem for merchandise—via a curated catalogue of products—or travel, show tickets, and much more.

My Role

Lead Designer, Creative Direction

Main Goal

Renew the client’s current loyalty program site and identity so that it’s current and at par with today’s standards.

Today, it’s all about the experience. Individuals want programs that will deliver products that are unique and tailored to their interests.

Understanding the User

Similar to an e-commerce site, individuals use their program points as currency to purchase products and/or services. At its core, users must be able to shop a product catalogue, add items to a shopping cart and checkout seamlessly.

Top up please!

Some products enable users to complete a portion of their purchase with credit card if they don’t have enough points to redeem in full. How do we distinguish these items from those that only allow redemption? We needed some sort of identifier or label to inform the user of the difference.

Breaking down barriers

We broke the shopping cart out into sections—Points Only and Points + Cash—each with its own running subtotal that would be tallied together before Points are applied. But this created a lot of confusion and unnecessary complication. So we decided to take a step back, study our user analytics and ask ourselves a couple of questions.

What was discovered

Users prefer to redeem items solely with their points and not use money towards purchase. After all, it is a loyalty redemption platform.

Data driven

This is where our findings helped us to make an informed decision about the future of our programs. We would move towards a Points only program with the option to buy more Points if needed. This enabled us to maintain the flexibility that comes with top-up whilst keeping everything on one currency.