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 Overview

Rewards Summary

The Rewards program was created in June 2024 and rolled out to 80% of newly signed-up personal banking customers. It offers cashback on specific types of transactions. The current categories for cashback rewards include:

  • Bill Payments: Cashback for payments of bills (e.g., utilities, subscriptions)

  • Inter-Bank Transfers: Cashback on transfers made to other banks

  • Airtime Payments: Cashback for purchasing airtime or mobile credit

 Problems and Proposed Solutions

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

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

 User Personas

Personal banking users

We divided personal banking users into three groups based on their interaction with the Rewards.

  1. Segment A: Users who have activated Rewards, completed transactions, and successfully cashed out.

  2. Segment B: Users who have activated Rewards and completed transactions, but haven’t cashed out.

  3. Segment C: Users who opened accounts before September, have Rewards activated but haven’t done any transactions.

Business Case & Justification

 Problem Statement:

Why are we reviewing rewards?

We are preparing to launch a new stamp duty fee and pricing for payments and want to use this opportunity to review our user experience (UX) for the Rewards program to soften the impact of these new pricing changes. There are two major areas we want to address before the launch:

  1. Speed of rewards

  2. Rewards user experience

We also conducted research 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?

 Business Impact

Current performance of rewards

The Rewards Program has been highly effective in driving key growth metrics, and there is strong evidence to suggest that launching it to all customers would significantly benefit the business.

Sign-Up to Account Creation

Sign-Up to First Transaction

Sign-Up to First Transaction (non-referrals)

Assigned

77.7%

51.82%

43.21%

Unassigned

62.23%

39.89%

26.36%

CVR change

15% points Positive uplift in conversion rate is observed

12% points Positive uplift in conversion rate is observed

17% points Positive uplift in conversion rate is observed

  • 80th percentile ‘Assigned Non-Referrals’ time to First Transaction improves by 14 hrs (20%) when compared to ‘Unassigned Non-Referrals’.


** Accurate as of September 2024

We are already tracking key account data on Rewards performance. You can access the live dashboard here, where we monitor general activity and trends:

.https://hera.teamapt.com/dashboard/rewards-hm-?p_Account Opened Period=["Post-Rewards Accounts"]

To summarise, our current Rewards program has led to:

Improved Conversion: Rewards significantly increased user engagement, particularly for Non-Referral customers who are harder to convert.

Higher Revenue: The uplift in revenue and transaction volume shows that rewards effectively drive business value.

Long-Term Engagement: Users who engage with Rewards are more likely to transact repeatedly, creating sustainable growth.

 User Stories

Epic

User Story

Acceptance Criteria

Onboarding

As a Personal banking user, I want to be aware of the Rewards program from the moment I sign up.

  • A screen on onboarding that describes rewards

Discoverability

As a Personal banking user, I want to see the Rewards program clearly and easily interact with my rewards.

Positioning

  • A rewards tab on the bottom

  • Making the rewards balance more visible

  • [optional]Rewards balance is a source account for transactions such as transfer, airtime, and data.

Entry point

  • A single clear entry point for rewards in the app

  • An entry point for rewards via USSD

Notification

  • I should get a Push/SMS/email notification on successful reward

Speed of Cashback

As a personal banking user, I want to be instantly rewarded after my transaction

  • Near instant reward processing when I buy airtime, data or do an intra-bank transfer

  • Clearer cues on when transactions happen

General experience of rewards

As a personal banking user, interacting with Rewards is simpler and clearer

  • I should get a Monthly summary of the rewards accumulated

  • I should get a weekly reminder to interact with rewards if I have unredeemed rewards older than 5 days.

  • [Optional]A gamified rewards experience

 Development Timeline

!! Expected delivery: 27 October 2024

https://teamapt.atlassian.net/l/cd/bCTpA0H6

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