Virgin Red
A loyalty programme, wallet integration, 2022
Virgin launched a new loyalty app called Virgin Red to connect its various brands and partners with a reward programme. The business goal was to increase traffic to the loyalty app.
Client Virgin Red, UK
Role Lead Product Designer
Team 1 Product Manager, 1 BA, 1 User Researcher
Time 5 months, 2021-2022
Key results
• A new proposition of a digital loyalty programme launched
• Various new commercial partnerships across the platform won
• Successful user testing and technology roadmap integration rolled out
Impact & outcomes
• The spend-and earn-journeys saw an increase of ~30% traffic
• The app architecture became a blueprint for the brand ecosystem
• The app architecture was integrated into a product called ‘Virgin Happy’
Learnings
This project was heavy lifting in stakeholder management of a global brand programme roll-out. Designing modular processes and architecture to meet with flexible design rules and a slick design system enabled consistent progress against an ambitious scope.
Hypothesis
In order to raise conversion, we started with improving the discoverability. Our hypothesis was to standardise the on-boarding journey across the various partner integrations to make ways to earn and spend points easy and top of mind.
Approach
Working closely with tech leads, product owners and a user researcher from the various Virgin brand representatives we designed a simplified architecture for the loyalty app wallet structure to be rolled out across the various tech stacks.
The design system
With a mature visual brand and a passionate, global brand guardian, we were able to work with some of the existing design language. Over time the components matured and developed into a stand-alone system.
User testing
With the help of rapid prototyping we were utilising tools such as User Zoom to conduct a series of unmoderated A/B test to improve conversion and optimise design.
The new onboarding journeys was implemented across various FinTech partners, particularly Virgin Credit Card and Virgin Money. The wallet was undergoing a major expansion and targeted new launches in 4 new countries. Virgin Red continues to operate as a loyalty programme partner to major Virgin brand partners. Its app is reviewed as a 4.7 star lifestyle app in the Apple app store.