Loyalty: Shine & Dollars
VERIZON
Verizon’s largest loyalty program to date. Designed to regain market share and grow the business by dramatically improving the Verizon customer experience through an industry-disrupting, simple, and fair value proposition. Shine and Dollars allow customers to get the most out of their service with newly launched Daily Drops, sweepstakes, and dollars earnings that can be redeemed for gift cards, travel, and other experiences.
Objectives
Challenge
To drive net additions, we needed to both add to our overall value proposition to attract new customers while improving churn rate of existing customers.
Customers did not feel that Verizon rewarded them enough, particularly for their long-term loyalty.
There was little incentive for customers to engage with Verizon through the My Verizon App on a regular basis.
Opportunity
Create a new two-part loyalty program that offers both real-world monthly value and daily engagement opportunities.
Verizon Shine is an expanded, updated version of myAccess with weekly once-in-a-lifetime sweepstakes and daily drops to increase engagement and value.
Verizon Dollars was evolved from a Verizon credit card only program to one that serves all customers. It still allows Verizon card holders to use their dollars in additional value-enhancing ways.
Value
Increased Gross Additions by including a loyalty program with compelling offers to the value proposition.
Reduced Churn by rewarding loyal customers with real-world rewards and compelling experiences.
Increased My Verizon App engagement through daily offers and weekly experiences.
Increase of Verizon Credit Card adoption through improving awareness and increasing ways Verizon Dollars can be redeemed.
Explored what loyalty means as well as how companies in a variety of industries are solving for this.
Competitive Research and Analysis
Defining Loyalty
Explored how companies in a variety of industries (telecommunications, finance, travel, and retail) are creating loyalty.
Compared loyalty elements included across the brands’ experiences. We noticed that Verizon (as well as most of the telecommunications industry) was missing a dashboard for loyalty rewards and offers.
Verizon Loyalty Flow
Concept
Early “Me” tab and dashboard tile sketches for Shine and Dollars.
Shine Wireframes
Dollars Wireframes
Tile Exploration
Verizon Shine
Challenges
Third-Party Alignment
For Verizon Dollars, for our quick timeline, we needed to work with 2 third-party partner companies to provide our dollars redemption offerings. Aligning 3 different visual experiences proved challenging, but we worked closely with those partners as well as our internal development team to push the experience to the most seamless look possible.
Quick Timeline
We designed the core of Dollars and Shine in 35 days to deliver our high fidelity designs on the requested due date.
Traffic Surge
After our partner’s redemption platform crashed from the traffic surge, we created a design workaround to inform customers that they could access their redemption at a later date to reduce the immediate traffic after the drop was claimed.
Verizon Dollars
Shine Daily Drop Claim Interaction
Shine Sweepstakes Social and Design Interaction
Dollars Interaction
Results
Drove rapid customer adoption, reaching millions of customers within the first month of launch.
150M+ app visits since loyalty launch
Over a million Shine Redemptions
Data Driven Results
Weekly sweepstakes are building a repeatable engagement habit while drops and dollars continue to reward customers.
Customer Impact
