Loyalty and Rewards - CVS

Project Description

The project involves developing a Loyalty and Rewards section for CVS on their digital properties. Similar to Spotify Wrapped, this feature provides users with an overview of their Rewards activity, loyalty and milestones achievements, and spending patterns throughout the year. Users will be able to visualize their shopping behavior and insights, identify trends, and make informed decisions about their healthcare spending.

My Role as a Product Manager

Product Vision & Strategy: led the vision for the Loyalty and Rewards feature, defining its core purpose and ensuring its alignment with the healthcare company's strategic goals and the user's need for actionable insights.

Discovery and Design

Discover: User and Problem Understanding
- Initiated a comprehensive discovery phase, leveraging my expertise in product and design thinking to explore the broad landscape of user behaviors and identify untapped opportunities within the healthcare application's rewards functionality.
- Understood both the user's desire for a personalized Rewards experience with their healthcare data and the business objectives for promoting deeper loyalty and healthier spending habits through this feature.
Define: Pinpointing the Core Problem and User Pain Points
- Through rigorous analysis and synthesis of the insights gathered during discovery, I precisely defined the core problem: users lacked an intuitive, engaging, and actionable way to visualize their annual rewards activity, loyalty milestones, and spending patterns.
- This focused understanding enabled me to articulate the Minimum Viable Product (MVP) for the feature, prioritizing the most impactful data visualizations and interactive elements that would deliver immediate value and directly address the identified user and business pain points.
Develop: Solution Ideation & Prototyping
- My strong UX focus drove an extensive ideation phase, where I facilitated collaborative sessions to generate a wide range of creative solutions for transforming complex rewards data into intuitive and visually compelling summaries.
- I then oversaw the rapid prototyping of various concepts, converting abstract ideas into tangible mockups and interactive wireframes. These prototypes served as crucial tools for validating assumptions and gathering preliminary feedback from potential users.
Deliver: Refinement and Implementation
- Through continuous and iterative usability testing with these early prototypes, I gathered invaluable feedback. I systematically incorporated these insights, meticulously refining the feature's design, content, and overall user experience to ensure it was not only highly informative but also genuinely delightful and easy to comprehend.
- Finally, I collaborated closely with the engineering and design teams, meticulously managing the development backlog and overseeing the successful implementation and launch of the feature, ultimately bringing this personalized and insightful experience to life for our users.

Development Oversight & Launch: Finally, I worked closely with the engineering and design teams, overseeing the development and successful launch. This ensured the feature was delivered with high quality, truly bringing to life a personalized and insightful experience for our users.

User Pain Points

Segregated Data/Lack of Actionable Insights : Users often find aggregated spending data overwhelming or not directly relevant to their personal health and wellness journey and are limited to static data presentations and can't explore their spending or rewards data in a way that answers their specific questions (e.g., "How much did I spend on prescriptions in March?"). This lack of interactivity can lead to frustration and missed opportunities for insight.

Unclear Shopping Behavior: They miss the bigger picture of their shopping behavior and how their loyalty impacts their overall savings.

Unrecognized Loyalty & Absence of Achievement: Customers might feel their loyalty goes unnoticed or that their consistent engagement with the rewards program isn't celebrated. They lack a sense of achievement or recognition for their participation.

Key Design Improvements

Personalized Shopping Insights: Directly alleviates this by offering a tailored summary of top purchases. Breaking it down into categories like "health and wellness," "personal care," and "prescriptions" makes the information immediately more digestible and personally relevant, moving beyond generic spending totals.

Shopping Behavior Infographics: Address this by transforming dry data into visually appealing and easy-to-understand charts. Showcasing trends like "most visited CVS locations," "popular product categories," and "savings achieved" makes the data come alive, helping users quickly identify patterns and appreciate the value they're getting.

Loyalty Coupons and Milestone Achievements: Directly tackles this by acknowledging and celebrating user loyalty. Highlighting things like "number of ExtraCare card uses," "total rewards earned," or "longest streak of consistent shopping" provides positive reinforcement and a sense of accomplishment, encouraging continued engagement.

Statement View/Activity Exploration: Exempowers users by allowing them to delve deeper into their data. Enabling exploration of "spending patterns by month" and "tracking the impact of promotions" provides a dynamic and personalized experience, giving users control over understanding their own financial and health-related choices.

Success Metrics

As Product Manager, I leveraged the HEART framework to track the success of the Loyalty and Rewards Feature, focusing on user delight and measurable business impact.

H - Happiness (User Satisfaction)

NPS: Achieved a strong +62.
Survey Satisfaction Score: Averaged 4.7 out of 5 stars, a 15% increase in positive sentiment.
Qualitative Feedback: Highlighted recurrent positive themes (clarity, personalization, "wow" factor).

E - Engagement (User Interaction)

Feature View Rate: Reached 78% of eligible users within two weeks, exceeding the 60% target.
Scroll Depth: Averaged 95%.
Section Completion: 88% of users viewed all available sections.
Time Spent on Feature: Averaged 3 minutes 15 seconds (median 2 minutes 50 seconds), exceeding the 1.5-minute projection.
Interaction Rate: Overall clicks per view was 18%.

A - Adoption (Feature Uptake)

Unique Viewers: 1.2 million within the first week; 1.8 million within the first month.
In-app Notification CTR: Achieved 35%.
Email Campaign CTR: Saw a 22% click-through rate.

R - Retention (Sustained Program Engagement & Loyalty)

Post-Feature App Usage (DAU/WAU): Observed a 7% uplift in DAU and 10% uplift in WAU.
Rewards Redemption & Earning Frequency: Saw a 12% increase in average monthly redemptions per user and a 5% increase in earning transactions.
Loyalty Tier Progression: Identified an 8% acceleration in tier upgrades for engaged users.
Churn Rate Reduction: Observed a 3% decrease among active loyalty program members.

T - Task Success (Clarity & Actionability)

Direct Feedback on Clarity: 90% of users rated clarity as "excellent" or "very good."
Conversion to Informed Actions:
- 10% increase in clicks to "explore personalized health resources."
- 7% increase in users navigating to "manage spending categories."

Implementation & Continuous Improvement

Baselines & Tracking: Established clear baselines and implemented robust tracking.
Monitoring & Analysis: Continuously monitored metrics, conducting regular reviews and deep dives.
Iteration: Insights informed product roadmap, A/B tests, and subsequent enhancements, driving continuous optimization.

Outcome

Improved Rewards visibility and user adoption by 15%.

Improved Customer Satisfaction with rewards by 21%.

Decreased Member Services call volume by 4%.

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