Dibs Rewards Program

Dibs Rewards App

QUICK OVERVIEW

In 2018, I designed a rewards program that aimed to retain wellness enthusiasts with an app that gives rewards based on how often they interact with partner businesses. In this case study, I’m redesigning what I made while re-evaluating some of the things we could’ve done to keep Dibs viable.

Month-to-Month Retention After Release

40%

Background

In 2018, after some investors backed out from Dibs, we pivoted from our fitness software business into a rewards program and had it up and running within a month using manual methods of entry (done by our own team) to track customer behavior. After 3 months, we were getting more and more requests from customers and we couldn’t sustainably keep our customers satisfied because of the speed we process requests, leading to the end of our business venture.

Tiered Rewards Based on Retention and Customer Purchases

Unlike other reward apps that focus on lead generation, Dibs has a tiered reward system based on how often customers interact with a business. Challenges As an example of a challenge….

“Go to Hudson Coffee 1x before Friday next week to bank $3”

Important Research Insights

After reviewing our analytics and conducting interviews and surveys with both fitness studio owners and their customers for a week, we came to several conclusions.

An affinity for wellness. Fitness customers who frequented our business partners care about feeling good through manicures, massages, fitness classes, salads, and more.
Willing to pay a premium for wellness. Fitness customers who frequented our business partners spent 79% of their discretionary spending (income minus bills) on wellness activities.
Easily swayed by competitive price points. Interviews reveal fitness customers were diversifying their choices on which places they go to because of competitive price points.
Brand image and choice matter. Customers who frequented our business partners prioritized brand identity before price, but both are equally important.

Original Design

Issues in the Original Execution

We tracked customer behavior with manual processes. Our team spent an unsustainable 4 hours every day collectively going through customer service and the receipts our customers upload.
The brand redesign was a huge jump. On top of losing brand familiarity with several existing customer bases, we had bad accessibility all around our app because of the strong rose gold color preference our whole team had.
Majority of our customer service issues revolved around the confusing manual process we had for receipts. People kept losing their receipts, uploading the wrong thing, or just outright didn't understand it.

Revisited Design

Instead of having customers input their information directly, I’m prompting the customer to use Plaid Link so that they can link their bank accounts and credit card. Once they do, we’ll be able to see which brands they shop from and will be able to fulfill challenges just by spending with their card, solving the issues that plagued our original execution in one fell swoop. I also revisited the branding to match our 20-35 year old demographic without changing the colors drastically.