Menu
Joined a team of 3 designers, we had a 2 week sprint to ideate, conceptualise, and prototype our idea for a loyalty program for next stepper vapers in the U.S. market. We then put our ideas and prototypes in front of users in our target demographic to validate the loyalty program and its benefits from their response. With this validation we then presented all our ideas and findings to key stakeholders, which, once approved gave us the ability to proceed and create a loyalty toolkit.
As we had a great involvement working on this market, we we're asked to roll out an entire site redesign following the new BVI (brand visual identity), and come up with further ideation for an acquisition and marketing campaign for three key areas in the U.S. Charlotte, Cleveland and Orland.
blu is an electronic cigarette brand, owned by Imperial Brands. The brand blu sells various types of rechargeable and disposable e-cigarettes with a wide selection of flavoured and unflavoured liquids. Its products are available in many countries and each market offers different types of products suited to public demand and opportunities.
Vaping is a commodity product and the market is extremely competitive. So what can blu offer to stand out from the crowd and create loyal customers.
Loyalty programs offer just the solution to add value to the consumer market and create an incentive for consumers to come back. Vapes and flavour pods are predominately purchased in brick and mortar retail stores such as gas stations, we need to understand the offline to online journey and how we can make sure when buying blu products you can join and take part of the loyalty program. Another aspect that had to be considered was to create a connection between the retailer. Getting a retailer on board onboard would mean showing how it would benefit their store and would allow blu to take a priority view behind the counter, and allow blu to run retailer specific promotions and offers.
We built a loyalty program based around a points system that is introduced through a surprise and delight scratch to reveal. This scratch was a digital scratch card reviling points gained and adding consumers to a 'chance to win' prize or sweepstake. If the customer was a new to blu rewards they had to first create and account and get their ID approved. Once approved their points are added to their rewards dashboard and shown a list of products and items that they can work towards redeeming.
Personalisation is a great why to show that you listen to your customer and acknowledge everyone is different. We created a personalised onboarding flow that would ask new blu nation customers a few questions to better understand the type of person they were, and also ask if thy would like to connect their retailer account to the blu nation account to maximise rewards. Through this personalisation they would then be suggested products better suited to who they are.
Community area was introduced to show blu curated events, a geo store locator, articles for SEO and highlighting past events, and also a refer an adult smoker section to grow the blu Nation community.
