Xfinity Rewards
An exclusive in-store rewards redemption experience
Client
Xfinity
UX Designer
Role
Timeline
4 months
What was the ask?
Xfinity faced a challenge with low engagement between customers and store associates during in-store visits and also wanted to increase sign ups for their rewards program. To address this, our team was tasked with designing an innovative iPad experience surrounding Xfinity Rewards.
The goal was to create an interactive experience that prompted users to sign up for and redeem rewards, but also encouraged customers to engage with associates for personalized assistance for rewards redemption.
Stage 1: RESEARCH & DISCOVERY
MAPPING THE IN-STORE CUSTOMER EXPERIENCE
Through observing in-store customer behaviors, we identified key moments in the customer journey where our iPad experience could have the greatest impact.
We found that many customers entered the store without appointments, often browsing while waiting or came in shopping for accessories, feeling they didn’t need assistance from associates.
To capitalize on these insights, we proposed positioning the in-store rewards iPad experience in a dedicated area near the accessories section. This strategic location would attract both casual browsers and accessory shoppers, encouraging them to engage with the rewards program and seek assistance from associates.
Additionally, we suggested implementing directional kiosks with engaging sizzle reels towards the front of the store to prompt customers to walk toward the rewards area, further enhancing visibility and interaction.
Stage 2: DEFINITION
GAMIFICATION
Gamification has long been a proven strategy for boosting user engagement, so we knew it was the perfect approach to make the experience more dynamic. Our initial concept was a rewards spinner. However, we quickly realized that the limited number of rewards available could not sustain an engaging spinner experience. We then pivoted to a scratch card concept. This allowed us to work within the constraints of our reward options while still delivering a sense of excitement and anticipation.
REWARDS REDEMPTION
A key part of the in-store rewards tablet experience was ensuring that customers could easily redeem their rewards. Initially, we considered using a QR code that customers could scan and show to an associate for verification. However, we quickly realized that not all users may be familiar with QR codes, or they might not have a phone capable of scanning one. Given the time constraints before launch, we needed a simple, even if temporary option: a 4-digit code displayed on the redemption screen as well. Customers could then relay this code to an associate to claim their rewards if they are unable to scan the QR code.
While this approach works for the initial rollout, we don’t want to burden customers with memorizing codes or relying on their phones. Our ideal experience required a larger backend effort, so a follow-up update was planned. In the updated experience, customers will be asked to provide their Name and Phone Number to the redemption screen and the information will then be sent to the associates and they will automatically be added to the store queue. Associates will be able to look up customer’s details and help them redeem their reward quickly and with minimal effort.
Initial Launch: QR Code & 4 Digit Code
Fast Follow: Name & Number Requested
Stage 3: DESIGN
IMMEDIATE & LONG-TERM PROGRAM ENGAGEMENT
We recognized that many customers were unaware of the rewards program and the benefits it offered, which presented an opportunity to not only engage users in a rewarding in-store experience but also educate them about the program. Our goal was to design an experience that both highlighted the immediate in-store rewards and encouraged customers to sign up for the program to access even greater benefits. To achieve this, we built an interactive experience that centered on the in-store reward while also promoting the program itself. The experience included modules that showcased the various rewards customers could redeem at different tiers within the program, giving them a clear sense of the value and potential of joining. Additionally, we provided a QR code that customers could scan to download the rewards app and easily sign up on the spot, making the process seamless and ensuring they could immediately begin enjoying the benefits. By combining education with reward activation, we created a more compelling and informative experience that helped drive both immediate engagement and long-term program adoption.
HIGH-FIDELITY WIREFRAME
Using the sketches and lo-fi wireframes as a foundation, we built an interactive high-fidelity wireframe prototype to fully showcase the gamified experience of winning a reward.
WHAT’S NEXT?
To further build out the promotion of the rewards program during customers' in-store visits, we will be utilizing the development of an in-store queuing experience. The queue will enable customers without appointments to sign in and wait for an associate, and we will incorporate relevant content from the tablet into the success page that appears after sign-in. This ensures that even if customers chooses not to explore the store, they can still learn about the rewards program while they wait for assistance.