foodpanda: Loyalty & Gamification
I am part of the loyalty & gamification squad, working on customer facing products like points and gamification experiences, as well as internal Marketing Management Tool to make challenges and rewards visible to customers. I worked in foodpanda across 13 markets in APAC and EU (foodpanda, NetPincer, Damejidlio). I collaborate with counterparts in Berlin (Delivery Hero), as well as UX researchers, product specialists and product analysts.
Foodpanda (stylized in lowercase as foodpanda) is an online food and grocery delivery platform brand owned by Delivery Hero, which is headquartered in Berlin, Germany and operates with 20 brands in about 50 countries across four continents. he Foodpanda brand, currently used in Asia, Bulgaria and Romania, was acquired by Delivery Hero in December 2016.
When I first joined foodpanda as an associate interactive designer, I was intrigued by the amount designers working separately and together on projects in Singapore and Berlin. Prior to the pandemic, there was already a gap of time differences to bridge between the Singapore and Berlin team, so over-communication was invariable for success.
Objectives
To piece the vision of loyalty together, bringing design, users and business needs into equilibrium(as much as possible). My day to day would be working on problem definition, research, benchmarking, solution explorations, alignment, feedback, validation with stakeholders as well as Design QA testing for releases. It is my duty to verify success/failure of implementation through data.
Research, Assumptions, and Ideation
Asking why? — How do we convert users into loyalty users? What motivates them?
What is loyalty and gamification?
We have millions of users on our platform daily, but how do we convert these active users into loyalty users? We are essentially building a rewards program into a larger loyalty program with the objective of converting active users into loyal users.
User's needs?
Then, what do people think about reward program using gamification? We ran a campaign (in MY, TH, HK, PH, BD, TW and CA) to determine if a reward program using gamification would be successful in increasing retention and order frequency. The results were: 1. a reward program (within reasonable cost) can increase order frequency and retention. 2. User engagement to a Loyalty gamification product is positive when the appropriate segment is targeted (i.e.: active frequent, active steady, loyal or neither).
As we constantly reflect and improve our vision and goals, but the ultimate one is to create engagement by gamifying actions and rewarding users with incentives to promote loyalty.
Team dynamics
We have millions of users on our platform daily, but how do we convert these active users into loyalty users? We are essentially building a rewards program into a larger loyalty program with the objective of converting active users into loyal users.
How do we prioritise projects
Every quarter, each squad has to come out with a plan for each quarter, on main features as well as feature enhancements. As a designer, I would request a list of features that are critical for user experience, measuring it with effort and impact.
In Loyalty squad,
I worked on 6 main projects and 5 feature enhancements…
Interested to find out more? Chat with me @LinkedIn!
Project Example
Redemption on Checkout
HYPOTHESIS
We believe that by introducing expiration into points, this can help users to be more aware of their accumulated points and instill a sense of urgency to users to redeem them. As data shows, there is a significant no. of users with points stored not redeemed. This creates:
- Financial liability: Unexpired points would be a financial liability and brought forward every cycle of accounting till they are redeemed.
- A lack of urgency in redemption: Evidently the current burning rate is at 80% of the total population qualified users are not redeeming.
- A compliance issue as well with the APAC corporate finance terms.
GOALS
- Increase % of users redeeming points.
- Increase in the number of points burned quarterly.
INDICATORS
- Monitor types/value of scratch cards redeemed.
- Monitor quarterly on a YoY points burn trendline.
- Monitor total number of points expired quarterly (reduce financial liability).
Final thoughts
I enjoyed my journey solving everyday problems for our users and seeing the impact made by my team and product specialists, product analysts, user researchers, and other fellow product designers. No growth comes easy, but it was an eye-opening experience working with so many specialists, and learning from each individual. The fast-paced environment allowed me to work on my precision, fast design solutions, and communications. I would not have it differently.