TELUS Rewards
TELUS Rewards Program is an award-winning loyalty program that offered customers a wide range of rewards. Including: physical big ticket items, high-turnover digital gift cards, exciting contests and exclusive member perks.
Agency
Architech
Role
Design Lead
Client
TELUS
Year
2021 - 2022
As a result of the smart and continual efforts of the marketing team, TELUS Rewards was thriving. However, due to this success, the foundational platform itself was breaking at the seams. The initial design framework was not prepared to handle an ever-evolving catalogue of products, categories and redemption flows. Plus, an ever growing backlog of customer needs and product aspirations was collecting dust in the backlog, including adopting a new design system.
Objectives
Convert all UI over to a refreshed design system.
Move everything off Sketch into Figma.
Update the redemption flow, to a more secure, and satisfying experience that can handle multiple use cases, including on-the-spot digital codes, contest entries, and shipping physical items.
Re-design product pages and product cards so that they are easy to understand but also flexible enough to accommodate a wide range of product types, promotions, inventory limitations and redemption statuses.
Explore improvements to the wishlist experience, to accommodate the growing popularity of the feature.
Develop a catalogue framework that can handle our ever rotating products and categories
Accommodate frequent partner promotions which often came with unique creative challenges
Future proof the entire platform to handle continued scale.
Process
Extensive User Research
A mix of behavioural analysis using data pulled from Decibel and user interviews helped us better understand the needs and preferences of Canadian loyalty customers.
Prototyping & Testing
Using those insights, in combination with some competitive analyses, to guide the development of rapid prototypes. Conducting usability tests to assess ease of use and further refine the designs based on findings.
Systemized Visual Design
Meticulously refining, templating and organizing individual components to handle multiple use-cases, and for rapid future use and hand-over. Working hand-in hand with development to bring-in subtle micro-animations, ensuring accessibility measures are met and proper implementation.
Going with the flow
Various redemption use cases were needed to accommodate digital codes, physical delivery details, contest entries, and exlusive member perks with custom rules and regulations. Many of this information needed to also be stored in redemption history section. Including information such as: shipment tracking, displaying digital codes security with dual factor authentication.
The product card multiverse
After analyzing all the different product possibilities. We designed a product card system that could to intuitively display all the different iterations a product could undertake. Hint, there was over 300. The following categories would have variations within each, at both the page and card level.
Sizes: Default (4-up), Featured (2-up), Hero (1-up)
Perk or Promotion (Flag)
Ability to Wishlist item
New Product
Promotion Details
Limitations (Stock, Time etc.)
Call to Action
“You are one of the best teams I have ever worked with, and I’ve worked with a lot of vendors. It’s incredible to see the progress made on the program over the years.”
— Client for TELUS Rewards