Summary
This project is one of the satellite initiatives aimed at enhancing the merger process of two companies under the Djarum Group. It involves tiket.com, an online travel agency, and Blibli, an e-commerce platform. The goal is to capture a larger market by offering customers multi-benefits from both companies. One idea is to combine their established loyalty programs, integrating benefits, stages, screen designs, and visual themes. This led to the development of a unified loyalty system, accessible via both apps and capable of supporting multiple companies.
Currently, the feature supports the loyalty programs of three companies (tiket.com, Blibli, and Ranch Market), significantly impacting the Blibli Tiket Group ecosystem.
Background
The loyalty program is a strategy led by both CEOs, with Djarum, the parent company and investor, actively involved in the project. Our focus areas include app and website visualization, brand and marketing strategy, and the development of a new system to manage both companies effectively. We have named this integrated ecosystem the Blibli Tiket Group.
Design Challenge
Different partner = different design style, different loyalty system
Each partner has a unique mechanism for point earning, leveling, expiration dates, and benefits. This creates a complex challenge due to the high level of dependency on the marketing and business teams.
Both partners use different primary colors, which presents a design challenge. We need to address this by finding a solution that ensures both companies align with and approve the proposed design.
This challenge heavily involves negotiation. We must communicate every decision across teams and present key design elements to higher managerial levels for approval.
Tiket.com's homepage design
tiket.com home page
Blibli homepage design
Blibli homepage
Tiket.com's loyalty page
tiket.com loyalty
Blibli loyalty page
Blibli loyalty
Brand placement
Partners' benefits must be displayed equitably. The ecosystem offers a total of 15 benefits from 3 partners for higher-level members. The challenge lies in the limited space, preventing us from showcasing all the benefits on the front page.
This challenge requires extensive negotiation. We must communicate every decision across teams and present key design elements to higher managerial positions for approval and alignment.
Blibli Tiket Point
Hotel Discount tiket.com
Birthday Gift Blibli
Dedicated CS tiket.com
Vienna, 2023
Promo Access tike.com
Vienna, 2023
Free Shipping Blibli
Hotel Benefit tiket.com
Exclusive Voucher Blibli
Make user realize the changes
- Different systems can be confusing for users who are already familiar with the current one, making it challenging for them to adapt. Additionally, users may be resistant to changes, requiring careful consideration in design and communication.
The new system should clearly distinguish between benefits and effectively guide users on how to progress to the next level, ensuring they understand and engage with the loyalty program seamlessly.
Provide engaging and visually appealing designs to help users easily recognize the differences from the previous system, ensuring they understand the improvements and changes.
Sense of Exclusivity
Exclusivity can boost user engagement by making users feel valued and prioritized. This sense of being special fosters emotional connections, which can lead to stronger user loyalty and long-term retention.
Retain over 200,000 existing loyal users while seamlessly integrating them with Blibli's loyalty base to ensure a unified and effective loyalty program transition.
Introducing Blibli Tiket Rewards
Chamonix, 2024
Vienna, 2023
Vienna, 2023
Chamonix, 2024
Solution
Different Partner have different design style and different loyalty system
We established new tier-based level rules consisting of four tiers: Silver, Gold, Platinum, and Diamond. Each tier has unique criteria for progression and distinct benefits. Silver serves as the entry point, welcoming new users and ensuring they feel part of the ecosystem. This tier subtly informs users that they already receive certain benefits, even at the start.
Sense of Exclusivity
The main loyalty pages are designed to evoke a festive, fun, and engaging atmosphere. A vibrant background color sets the tone, with accent colors marking key transitions, such as entering a new system or page. These design elements create fresh emotional experiences, helping users feel energized and immersed.
Make user realize the changes
To ensure users fully understand the changes, we use a festive onboarding section designed to capture attention. Transitions are enhanced with enjoyable micro-interactions, encouraging users to engage and preventing them from skipping this crucial part.
Introduction page
Different Partner have different design style and different loyalty system
We established a new design system featuring updated illustrations, refreshed color schemes, and newly built components developed from scratch. These components were carefully designed to reflect both partners visual styles, ensuring consistency and alignment with existing design elements.
Brand Placement
We consolidated the offerings of both partners on a shared page. Since displaying the full list of benefits on the first page was impractical, we selected six key benefits to feature upfront, ensuring equal representation for each partner.
For example, the invitation to earn points is presented in a list format rather than a sliding banner. This approach ensures that no partner is overlooked, providing equal visibility and emphasis on all partners offerings.