Building a Loyalty Program for a Banking App
Key Takeaway
This work empowered the partnerships team with strategic clarity, enabling them to build a loyalty program that resonates with users and aligns with the app’s brand vision.
Client
An app-first financial service targeting urban Millennials and Gen Z with innovative saving and spending tools.
Project Scope
Guided the partnerships team of a new budgeting app in developing a loyalty & rewards program aimed at increasing customer engagement and advocacy.
Challenge
With the app in its beta stage, the team needed insights into which partners and reward structures would resonate most with target users and drive loyalty.
Approach
Internal Insights Review: Assessed foundational research on the target audience, refining insights through discussions with cross-functional teams.
Market Research: Evaluated leading loyalty programs for user engagement best practices.
Survey Design: Created and refined a programming guide to inform vendor collaboration.
Interviews: Conducted in-depth interviews sourced from online ads and university outreach, uncovering user brand preferences and perceptions of loyalty.
Concept Workshop: Led a workshop to ideate and refine loyalty concepts alongside the research, business, and design teams.
Results
Established a clear vision for the loyalty program, securing buy-in and funding for next steps.
Enhanced company-wide understanding of the core customer’s values, driving alignment and enthusiasm for the program’s development.
