Summary
This project is one of the satellite projects aimed at enhancing the merging process of twocompanies under the Djarum Group. This initiative involves tiket.com, an online travel agentComplete missions to earn points startup, and Blibli, an e-commerce startup. The purpose of this initiative is to capture a largermarket by attracting customers with multi-benefits from both companies. One of the ideas from this initiative is to combine both established loyalty programs, including their benefits leveling stages, screen pages, and visual themes. Additionally, this condition pushed the team to develop a new system that can consider multiple companies and create a single loyalty page accessible from both apps.
Currently, this feature has grown to serve the loyalty programs of 3 companies (tiket.com, Blibli, and Ranch Market), creating impact on Blibli Tiket group ecosystem.
Background
The loyalty program is a strategy directed by both CEOs, with Djarum, the parent company and investor, actively involved in this project. The areas we aim to improve are app and website visualization, brand and marketing strategy, and a new system to handle both companies. We have named this ecosystem the Blibli Tiket Group.
Design Challenge
Different Partner have different design style and different loyalty system
Each partner has a different mechanism for point earning, leveling, expiration dates, and benefits. This becomes a complex problem due to the high dependency on the marketing and business teams.
Both partners have different primary colors. We need to address this and find a way to ensure both companies agree with the proposed design.
This challenge heavily involves the negotiation process. We need to communicate every decision to all teams and elevate the design to higher managerial positions.
Brand placement
- Partners' benefits need to be shown equally. In total, this ecosystem offers 15 benefits from 3 partners for the higher levels. The challenge is that we can’t display all the benefits on the front page
This challenge heavily involves the negotiation process. We need to communicate every decision to all teams and elevate the design to higher managerial positions.
Make user realize the changes
- Different types of systems can be confusing for users to understand, as they are already familiar with the current system. Additionally, changes can be difficult for users to accept.
- The new system should clearly differentiate the benefits and effectively educate users on how to achieve the next level.
- Provide appealing visualizations to ensure users notice the differences from the older system.
Sense of Exclusivity
- Exclusivity can enhance user engagement. This aligns with the insight that users want to feel prioritized, which can lead to increased user loyalty.
- Maintain more than 200 thousand existing loyal users while also merging them with Blibli's loyal users.
Introducing Blibli Tiket Rewards
Vienna, 2023
Chamonix, 2024
Vienna, 2023
Chamonix, 2024
Vienna, 2023
Chamonix, 2024
Solution
Different Partner have different design style and different loyalty system
We established new level rules consisting of four tiers: Silver, Gold, Platinum, and Diamond. Each level has specific criteria for advancement and distinct benefits. The Silver level is the entry point, designed to make early users feel included in the ecosystem. This tier also implicitly informs users that they already enjoy some benefits, even as newcomers.
Make user realize the changes
- Different types of systems can be confusing for users to understand, as they are already familiar with the current system. Additionally, changes can be difficult for users to accept.
- The new system should clearly differentiate the benefits and effectively educate users on how to achieve the next level.
- Provide appealing visualizations to ensure users notice the differences from the older system.
Sense of Exclusivity
We established new level rules consisting of four tiers: Silver, Gold, Platinum, and Diamond. Each level has specific criteria for advancement and distinct benefits. The Silver level is the entry point, designed to make early users feel included in the ecosystem. This tier also implicitly informs users that they already enjoy some benefits, even as newcomers.
Vienna, 2023
Make user realize the changes
To ensure users are fully aware of the changes, we utilize the onboarding section and make it as festive as possible. Additionally, we have created transitions using micro-interactions that are enjoyable for users, ensuring they notice the changes and do not skip this part.
Vienna, 2023
Different Partner have different design style and different loyalty system
We established a new design system that includes a fresh direction for illustrations, updated colors, and newly generated components from scratch. These components were created with consideration of both partners' styles to ensure that the new design system aligns with the current components.
Vienna, 2023
Brand Placement
We placed what each partner offers on the same page. For example, displaying the full list of benefits on the first page was not feasible. Therefore, we decided to show only six benefits on the front page, ensuring that each partner's benefits are represented equally.
For another example, the invitation to earn points is displayed in a list format rather than a sliding banner. This approach ensures that no partner is hidden and that all partners are equally highlighted.