This fidelity program was one of the best challenges we had in UX team. The users didn't know how to rescue products, how to collect and accumulate points, and some of them even didn't know they already had points. To make it harder, each partner also had its own accumulation and rescuing rules, so it was (is) a good problem to solve.
The first thing in this project was to bring the partners stores inside Multiplus site. To do that, we had to make a categorization pattern to be shared by each category partner. For instance, each sports partner would have to use the same categorization in Multiplus site and so on. Then we simplified the main menu to 4 buttons (the translation was made differently to make the meanings clearer): what it is, accumulate, rescue products and tips.
The layout was also redesigned to make it simpler and to look like an usual e-commerce site (in the previous site people didn't recognize it as an e-commerce site).
All the information in the site had to be more didactic and clear, and the tips page was meant to show the user how to interact with all the instances in the program.
Another important asset of the site is the module behavior. Since we know how many points the user has accumulated, we can display products that are in his "points range", and also display some that he can rescue with just a little more effort. This encourages the user to keep accumulating and even to create goals of rescue.
There are some assets planned that couldn't be implemented yet like goals settings, which would make the site much more personalized, and even more, make the user an expert in accumulating points in Multiples program. We could offer products related to the user history of buying, for instance, if the user bought a trip to a cold country, we can offer jackets, gloves and other related products.
One of the best challenges we had, and also one of the most promising projects we've made. Can't wait for what's to come.
UX Lead / C. Direction: Mauro Belucci
UX Design: Renato Maruno, André Bernardi and Guto Novelli