Transforming The Works Loyalty Experience

Introduction

Redesigned The Works loyalty experience by moving from physical cards to a digital-first system with mobile wallet support and a new Rewards page for better visibility and ease of use.

Research & Discovery

Methods Used:

• User interviews with 15 loyalty members
• Customer service ticket analysis (found 34% of complaints were about lost cards)
• Competitive analysis of retail loyalty programs (Boots, Tesco, etc.)
• Analytics review showing 82% of online customers weren't using loyalty benefits

Key Insights:

• "I have the card somewhere but can't find it when shopping online" - 12/15 users
• Physical cards averaged 3-month replacement cycle due to loss/damage
• Apple/Google Wallet adoption in competitor apps showed 70%+ uptake
• Business spending lot of money annually on physical card production

Pain Points

Customers weren’t aware of the loyalty program, struggled with physical cards, couldn’t track points easily, and had no digital option. The business was also spending heavily on printing cards.

Problem Definition

80% of online shoppers and many in-store customers couldn’t use their loyalty benefits due to confusion, lost cards, and syncing issues between physical and online accounts.

Jobs to Be Done

Customers need a simple, card-free way to earn and redeem rewards anywhere, without losing points or managing physical cards, with instant access to their points balance and the ability to use rewards effortlessly both online and in-store.