Enhancing engagement and clarity: revamping the JS + loyalty program
1. Overview
I redesigned the Juntos Somos Mais goals page, simplifying goals, adding gamification, and creating a clearer, more engaging experience—resulting in happier and more motivated participants.
For confidentiality, some specifics—like survey protocols, sample details, metrics and other deliverables—aren’t included in this case.
2. Background
Juntos Somos Mais is a loyalty program connecting store owners and industries in the building materials market. Participants earn points by hitting sales targets set by program partners, which is great in theory, but there was a big problem: store owners and sellers didn’t find it easy to understand the program.
After digging deeper, I discovered two key issues:
- The goals and rewards structure wasn’t clear, leaving participants confused.
- There weren’t enough features to keep users motivated to engage consistently.
I took full ownership of the redesign to address these problems, making the program clearer, more engaging, and ultimately more rewarding for everyone involved.
3. Problem statement
The challenge
Participants were confused about how the program worked and lacked incentives to stay engaged. My job was to fix this by improving how the program presented goals and introducing gamification to make it exciting.
Key questions I asked myself
- How can I make the goals and rewards structure easier to understand?
- How can I design features that encourage ongoing participation?
4. Research
With these questions in mind, I jumped into research using a mix of methods to get the full picture:- Customer satisfaction (CSAT) survey: I started by asking participants directly on the program page to share their frustrations and suggestions.
- Benchmarking: I looked at other loyalty programs to see how they presented goals and rewards effectively.
- Consulting team feedback: the consulting team shared common frustrations and ideas from participants.
- Collaborating with the product manager: we refined the idea of gamification, creating a tier-based system that rewarded consistent performance with bonus points.
5. Ideation
Armed with insights from research, I focused on two main areas to drive change:
- Simplifying information architecture: I reorganized the interface to make it easy for participants to find their current and upcoming goals.
- Adding gamification: I introduced a tier system to categorize participants based on their performance, with higher tiers unlocking bonus points for the next semester.
To bring these ideas to life, I created wireframes and prototypes to share with the team and test feasibility.
6. Design process
Here’s how the redesign came together:
- Wireframes and prototypes: I created wireframes that prioritized clarity and engagement, iterating based on team feedback.
- Collaboration with engineers: I worked closely with the development team to ensure the design could be implemented without compromising usability.
- Quality assurance testing: before the new interface went live, I ran QA tests to catch any usability issues and polish the final product.
7. Testing and iteration
Once the updated program launched, I conducted follow-up CSAT surveys to see how participants responded:- What I heard: Participants loved the clear layout and found the gamification tiers motivating.
- What I tweaked: Minor layout adjustments were made to simplify navigation even further based on their feedback.
8. Final solution
The old interface
The old interface was cluttered and confusing. Participants struggled to understand their progress and didn’t feel motivated to check back regularly.
The new interface
The new interface changed the game. Here’s what stood out:
- A tier-based gamification system that made earning points more rewarding and visible.
- Clear, streamlined navigation that highlighted current goals, upcoming challenges, and rewards.
- A modern, engaging design that made participation fun and intuitive.
Current goals tab
Latest goals tab
9. Results and impact
The redesign made an immediate difference:
- Improved satisfaction: participants reported higher satisfaction scores in follow-up surveys.
- Boosted engagement: the gamification elements encouraged users to check back and hit their targets.
- Positive feedback: many participants praised how much easier it was to understand the program and track progress.
10. Reflection and learnings
This project reinforced a few key lessons for me:
- When users can’t understand something, they won’t engage. Clear information architecture is critical.
- Gamification isn’t just about fun; when done right, it can drive meaningful engagement.
- Listening to users is the best way to ensure solutions actually solve their problems.
11. Future opportunities
There’s still room to grow! Here’s what I’d explore next:
- Personalized dashboards: giving participants insights tailored to their preferences.
- Deeper analytics: showing participants their trends and progress over time.
- Expanded gamification: adding more tiers or exclusive rewards to keep users engaged long-term.