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superstar rewards simplified
Designed the credit card management feature for BookMyShow's brand new credit card, Play. The card gives users access to exclusive benefits and offers.
Exclusive rewards for Superstars
The concept for the Play Credit Card emerged with the idea of enhancing the overall entertainment experience for users, beyond just ticket booking. To ensure a seamless and integrated experience, the Play Credit Card is designed to work seamlessly with the BookMyShow app, making it easy for users to manage their entertainment expenses and earn rewards.
By introducing the Play Credit Card, BookMyShow will differentiate itself from other ticketing platforms, increase customer loyalty, and cater to the evolving preferences of entertainment goers in India. The company planned to roll out the first version of the card to it’s Superstar users and then to everyone else.
What is the Superstar program?
Base of BookMyShow's most loyal customers. Superstars, as they are fondly called, are typically working millennials who are based in urban cities
The Superstars presented BookMyShow with an opportunity to provide loyal entertainment goers with exclusive offers such as cashback on every transactions, priority access to events, discounts on add-ons and more.
why
Business Goals
Attract new users through credit card benefits
Increase user engagement and loyalty towards BookMyShow
Gain a competitive edge by offering unique product focusing on entertainment
what
Feature Objectives
Simple credit card application process for increased adoption
User friendly dashboard to manage the Credit Card
Seamless rewards integration to boost user loyalty
how
Scope
Understand user frustrations & needs from a credit card product
Understand technical limitations and prioritise features
Mobile first feature designs
Liaison with marketing to understand nature of rewards
Understanding the users and their needs to motivate them to use the feature
In order to research shortcomings in good UX, I spent time on multiple credit card apps of the most popular banks in India. I also interviewed a few Superstar users to understand their expectations and motivations to adopt an entertainment focused credit card. Learnings from secondary research and user interviews, helped us prioritise features.
Most credit card apps in India provide poor user-experience, some common problems include:
Unintuitive navigation: Some apps have confusing navigation making it difficult for users to find things or complete specific tasks
Confusing transaction history: Inadequate transaction categorisations and limited history makes it difficult for users to track expenses and find discrapencies
Complicated reward structures: Intricate reward structures that are challenging for users to comprehend and redeem
Confusing terms & conditions: Often times changes in terms and conditions are not adequately informed to the users often leading to hidden charges
Feature goals and long list of features
Application Form
Straight forward
Easy to follow application process, with clear next steps
Status of KYC (Know Your Customer)
Application status & prompts to complete application
Card Management
Easy & intuitive
Information about the Credit Card and related details
Available credit and used up credit; prompts to clear bills
History of transactions and easy to read statements
Easily accessible customer support
Non confusing
Reward system
Rewards sections based on heirarchy
Personalised rewards based on BookMyShow purchase history
Direct access to events with Play Card discounts
Cashback wallet
Challenges and technical limitations
I started by sketching rough design ideas based on our long list of features. These initial designs played an important role facilitating a shared understanding of the features. Some features were deferred to subsequent app updates, taking into account the technical capabilities of both, our banking partner and the BookMyShow engineering team.
Easy to follow application process, with clear next steps
Status of KYC (Know Your Customer)
Application status & prompts to complete application
The application's flow followed guidelines set by the Reserve Bank of India, which most users were already familiar with. We aimed to keep it simple and less confusing. However, we faced a challenge with displaying the KYC status, as our banking partner lacked the technical means to provide this information.
Solution: We addressed this issue by making information available about whether users had scheduled or completed their KYC. This data was then utilized to proactively inform users through notifications.
Information about the Credit Card and related details
Available credit and used up credit; prompts to clear bills
History of transactions and easy to read statements
Easily accessible customer support
Most features for managing the card were implementable. Some features such as making transaction history available required some more integration with the banking partner's systems. This feature was pushed to later updates.
Rewards sections based on heirarchy
Personalised rewards based on BookMyShow transaction history
Direct access to events with Play Card discounts
Cashback wallet with details of cashback spent and recieved
We planned to launch spend-based and monthly offers on the Play Card. Given that most of the spend-based offers were in collaboration with brand partners, the objective was to highlight and streamline the redemption process for these offers.
However, two major features faced delays. First, personalised rewards were integrated with a parallel project focusing on personalisation. Second, while cashback was a significant card feature, its inclusion in the MVP hinged on ongoing negotiations with brand partners led by the Marketing team.
Several screens and feedback later....
Once we had a clear idea of all the features we wanted, I began translating these ideas into screens. I played around with several layouts and structures, before finalising on designs that we could test for usability.
Around the time I started this project, BookMyShow was migrating to a new design system with the new red colour for most primary branding. Along the project, it was decided that all new projects would be designed using the new UI. Later versions use the primary red colour for UI.
We ran usability tests with a few Superstar users in order to understad:
Whether there were any roadblocks for users to complete the application form
Whether users understood the nature of rewards
Application flow
Users assumed that the Application form was lengthy as the design of the progress bar did not give an accurate description of the steps
Almost all users enquired what happens after the KYC is scheduled, indicating that users probably needed more information about what to expect
Card Management & Rewards
At the outset, we observed that users were getting a little overwhelmed with the amount of information on the screen
Many users had questions about the rewards after the required monthly spend, indicating that perhaps the UX copy needed to be more crisp
Confusion over the monthly rewards and the benefits was apaprent
Final Designs
Card Application & Card Management
Indicating steps to reduce instances of users abandoning the application
Pre-filled information based on the information provided by the users in the profile section
Although users are generally familiar with these steps, ensuring new users are not confused
Quick Overview
Nudges to get started
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Quick Actions
Easy to follow Reward system
Users need not look at their bank statements to calculate their monthly spend
Section clearly shows validity of welcome offers
Bigger section to highlight offers on high-end brands
Direct access to exclusive offers on events and movies with the Play Card
A section dedicated to showing user exclusive monthly offers
What did I learn during this project?
Understanding diverse perspectives: With a diverse set of stakeholders, there were multiple changes and unforeseen roadblocks. Understanding the diverse viewpoints and priorities, helped me empathise better and adopt a flexible approach to creating the designs
Tailoring communication for the audience: Drawing from my experience in consulting, I tailored my communication style for diverse stakeholders. For the engineering team, I used wireframes to emphasize flow over design system details. With the marketing team, I used examples of popular products for clarity. Doing so, helped build a rapport, fostering a collaborative environment.
Designing with a forward-thinking approach: This was amongst the first projects that I was a part off, where multiple cool features were shelved for later updates. I embraced the iterative nature of design, with the designs having a flexible foundation. This experience underscored the value of adaptability and strategic planning in creating a sustainable and evolving user experience."
Design for the Play Credit Card Cashback Ledger
As this was something that was discussed in the initial stages of the projetct, I put together a first draft of the designs for the cashback ledger. The team can build on these, should technical infrastructure make it possible to include this feature.
Can place contextual ads here for our brand partners to generate ad revenue
Quick actions such as "add Voucher"
Shows cashback soon to be unlocked
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