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Ahmed-Tijani Umar (Unlicensed)

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titleProblem Statement

Why are we reviewing rewards?

As we launch the new pricing for bank transfers, we will also review the Rewards program to soften the impact of these new pricing changes, especially for business banking users. There are two major areas we want to address before the launch:

  1. New reward (cashback) amounts

  2. User experience

    1. Speed of rewards

    2. Rewards user experience

New rewards (cashback) amounts

The new rewards update from the Payments team will give the following cashback amount for bank transfers for the following account types:

0-5000

5001-50,000

50,000 above

Cashback

Personal

N10

N10

N10

N10

Business without POS KYC level 3 and below

N10

N10

N10

N10

Business without POS KYC level 4 and above
(Corporate Business)

N10

N20

N40

N/A

Business with POS

N10

N20

N40

Star Level
Mega: N7

Super: N3
(50,000 above)

User experience

Speed of rewards

We have already worked on optimizations to the speed at which rewards are delivered. These are captured in this document:

/wiki/spaces/MAE/pages/1449459740

Rewards user experience

We also conducted a discovery exercise on the current user experience with a focus on the following key areas for potential improvement:

  • Discoverability: How easy is locating the Rewards section on the dashboard?

  • Speed of Cashback: How quickly do users receive feedback on a collected reward?

  • Ease of Use: How easily do users monitor and cash out rewards?

  • General experience: How seamless is the entire process of navigating and using rewards?

The results of the discovery can be seen below:
Rewards UX discovery Plan

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titleProblems and Proposed Solutions

Rewards user experience

From the discovery exercise we were able to uncover the following problems and come up with solutions to them:

Experience

Problems

Solution

Discoverability

“In-app Reward discovery overall is not great.”

“As a whole, CRM communication was very effective in bringing awareness to the customers.”

“Some users transact via USSD”

 “Some users had forgotten about their account or aren’t aware of Rewards”

Onboarding

  • Introduce rewards in the signup process

Positioning

  • Increase the priority of the rewards balance (or widget).

Entry point

  • A single clear entry point for rewards

  •  A dedicated “Rewards” or “Cashback” tab could significantly improve discoverability

Reminders

  • Emails & Push notifications to inform users about the Rewards program.

  • Improve SMS deliverability rate

Visual cues

  • Inform users clearly about where to access and redeem their rewards. 

  • Push notifications on cashback delivery

  • Badges to highlight features that have cash-back.

Support for edge cases 

  • Investigate if  some users are on old app version that does not support rewards.

  • Explore integrating rewards into USSD experience

Speed of Cashback

“Cashback speed is not excellent.”

Engineering optimization

  • Strive to make cashback delivery as instantaneous as possible

Visual cues

  • Manage expectations the first time you show them the rewards e.g. "available in your rewards balance within 5 mins"

Ease of use + General experience

“Responses here indicate cashout visibility and simplification is needed.”

“Cashback amount is a major reason for Positive satisfaction with competitors”

“Overall, most users find Rewards to be a motivator for engagement.”

Incomplete transaction

  • Investigate further with customers

  • Optimize engineering to ensure rewards are delivered accurately

More reward options

  • Explore offering daily rewards on other transactions (airtime & bill payments)

  • Explore other reward types like free transfers and vouchers, and data (internet)

Show users how much they save through cashback. 

  • Monthly or annual summaries of cashback earnings could increase user satisfaction and emphasize the value of sticking with the program.

Gamification of rewards

  • Gamifying the total rewards earned so far. (e.g. credit card reward levels). 

  • Tying extra rewards to milestones

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