Like many other phone carriers today, Verizon deals with high customer turnover and negative brand perception. In an effort to turn the tide, the brand established its own unique loyalty program; Verizon Up. The program is designed to drive customer engagement, increase retention and create positive customer interactions. With a highly curated selection of entertainment and lifestyle experiences, personalized rewards and unique Verizon perks, the carrier managed to create a sense of value beyond the network and its services.
Together with UX and design, we went from brief to MVP delivery in just four months. Our task was to design the experience from start to finish and to seamlessly integrate Up within the My Verizon App ecosystem. Besides working closely with the team on the experience, I established Verizon Up’s unique tone of voice. By moving away from MVA’s straightforward, action-oriented tone and adding some tongue-in-cheek language to the mix, I established Verizon Up’s very own personality.
In the first month after the launch in August 2017, 1.25 million users had already enrolled in Verizon Up. Together they claimed a total of 303.000 rewards and 25% of these rewards were redeemed in the same month. And with 26% of customers from the pervious loyalty program enrolled, Verizon Up hit all benchmarks.
Let's get you in on Up.
The learn and enroll sequence educates and excites the user about Verizon’s new loyalty program. After a brief introduction, laying the ground rules for the program and showcasing the breadth of the rewards, the user is seamlessly enrolled into the program.
Got your eye on something you like?
The simplicity of the mechanics of the program is reflected in its interface. The user navigates through the experience in three simple tabs: Choose, Use and Track. Choose is the home to all the excitement, displaying the user’s monthly changing rewards, special messaging and offers in the flex module and a countdown to the drop of Super Tickets at the bottom. Super Tickets drop in a very limited quantity and offer the user a chance to attend exclusive performances, sporting events and lifestyle experiences.
New month. New rewards.
The user’s monthly reward offering is a mix of Verizon’s own and third-party rewards, plus Super Tickets. Whenever the user has a credit available, they could claim their favorite reward in a single tap. By looking at the user’s claimed rewards history, the offering became more tailored to the users taste to make it even more appealing and create excitement.
Up will get you in.
All the user’s claimed rewards are saved in Use together with their reward history. When the user is ready to redeem a reward, a simple tap on the card reveals all the details to redeem it.
1 credit = 1 reward. It's that simple.
Track shows the user a running total of their credits, plus a detailed breakdown of when and how credits are earned. Simplicity is key when it comes to earning credits. For every $300 a customer spends on their Wireless bills, they receive a credit. And one credit equals one reward, from Verizon’s own to the highly desirable Super Tickets.
Up next?
Post-MVP features and enhancements are likely to be rolled out in Q3 of 2018. The main focus of these features is to further personalize the Verizon Up experience for the user and gamification elements to increase engagement with the program and return visits.
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