Perka (now Clover Rewards) is a loyalty and marketing platform that rewards customers for frequent purchases. After merging with Clover, a point-of-sale platform, Perka became free with every Clover device, allowing us to expand our user base with sign-up code receipts.
ROLE
As a product designer, I simplified the enrollment process for Perka by adding printed codes to Clover receipts. I also designed user-friendly digital experiences for redeeming awarded points.
RESPONSIBILITIES
UX, interaction, visual design, UI, prototyping, testing, user interviews, research
Cross functional collaboration with web, mobile app and Clover POS teams
RESULTS
Increased number of merchants creating a loyalty program and empowered them to promote it on printed Clover receipts
Drove customer enrollment and increased Perka app downloads
Increased engagement of both customers and merchants using Perka
Pilot launch
Each receipt includes an incentive to sign up
To launch this new feature, the engineering team implemented code generation that assigns a unique code to each Clover transaction, which Perka merchants can print on receipts. Customers can use the code to redeem their points in the Perka app or on the web, either by applying it to their existing account or creating a new one.
To encourage customers to start using Perka, we used simplified logic to display only a program's welcome bonus, keystone perk, awarded points, and earned perks on receipts for the pilot launch. Initially, the code was added to the end of the standard Clover receipt. To make it easier for customers to save and redeem later, I designed a separate printout for the sign-up code.
Working with our Clover receipt printer to get the pilot launch design right:
To encourage customers to download the app and start using Perka, the sign-up codes must be visually appealing and highlight the value. I incorporated design elements that reflect the brand's playful touch, such as the brand tagline, perk bursts, and punch card punches. This creates a more welcoming and engaging user experience.
Final design and logic for the pilot launch of sign-up code receipts:
PILOT LAUNCH
Web redemption
The team's long-term goal is to create a public profile for merchants that showcases their loyalty program and business information. To work towards this goal, I designed a /code page as our minimum viable product (MVP) for the pilot launch. This page prominently displays the code redemption form, as well as the merchant name and receipt logic once the code is claimed. The card UI helps users understand what to expect when using the Perka app.
PILOT LAUNCH
App redemption
The Perka app uses a lazy registration model that lets users try out the app without immediately creating an account. After validation from a merchant visit, users are prompted to create an account to secure their earned points. While this model is successful for account creation, it can add complexity to the code redemption process.
To simplify things, the landing screen for signed-out users has been updated with a brief explanation of how the app works and a button to scan a code. A new QR code icon has also been added to the header bar for both signed-in and signed-out users to initiate the code scanning process.
All users can access this functionality on the profile screen ensuring that they can redeem their codes with ease.
Research
User Interviews
After launching sign-up code receipts, the design team conducted user research interviews to evaluate the feature's performance. We worked with a few highly engaged Perka merchants near our NYC office and conducted several user interviews with their customers and clerks to gather insights on the receipt codes.
Key take-aways
Users felt that the receipt was something they had to keep since it looked like an actual punchcard (with punches). Many said they wouldn't keep it since they have too much already in their wallet.
More compelled by the welcome bonus than earned points towards a perk.
Not clear on how to redeem an earned welcome bonus or perk.
Confusion around something that is earned and something that is on the way to be earned.
Additional research
After conducting research with our internal support team and reviewing Zendesk tickets and data from merchants with high receipt activity, we identified three types of behavior:
Customer starts by using receipt for some points, then regularly checks in. Occasionally claims a point with a receipt, possibly due to forgetfulness or not having their phone (intended feature use).
Customer uses receipts to earn points, and checks in only to redeem a perk.
Customer uses receipts only, and never redeems perks they’ve earned.
Design improvements
Sign-up code receipts
Simplify logic: when available, only show earned welcome bonus until the user scans the code and can see the cards displayed in the app
Remove /start CTA for signing up through the website
Highlight action of “checking in” on the Perka app
Update copy on receipts to better clarify when an offer is not yet available
Remove punch icons to look less like an actual punchcard
Include a Clover Mini-sized receipt for the launch of that new device
DESIGN IMPROVEMENTS
App redemption: Specific errors and rate limiting
Along with a variety of UX improvements made, a major focus of mine was to improve receipt code error handling. I designed detailed error messages to explain why a receipt code scan failed and to provide tips for using Perka without codes. This reduces user frustration by helping them understand why their code was rejected. It also encourages the adoption and intended usage of the Perka app.
Fraud protection was added to safeguard our merchants from users with access to a large number of receipt codes they didn't earn. A simple heuristic rule of limiting each account to 3 claimed codes per day was a good starting point to discourage this behavior.
These updates improved the user experience of the app and have also helped us better educate customers and merchants on how to use the sign-up code receipt feature.
DESIGN IMPROVEMENTS
…and beyond
This epic paved the way for many new product features, including real-time promos via receipts and customer enrollment + perk redemption via SMS/MMS deep links. Eventually, it transitioned into a Clover rebranded "app-less" customer experience.