How might we make the Ford Redemption Program a best in class experience, that drives repeat engagement and loyalty?
Research was the key to understanding the holistic member experience of FordPass Rewards, from earning points to redemption. We also wanted to gather feedback on the perceived value and experience, and uncover areas of opportunity for the customer.
User Journey- We identified 7 key moments, and while the focus of the workshop was on Earn, Redeem, and Post-Redemption, we also delivered results on the key aspects of focusing on the holistic experience. Examples include- What if the head unit could play an audio file highlighting the program>
Workshop
Habit Loop - a key component to engagement and redemption, was elevated as a key theme to address for Ford customers.
Initial Prototype based on day 1 work, habit loop, and user feedback.
Password - VisaFord123
Storyboard - ending the workshop with the teams ideating and creating potential happy path storyboards to present to the teams, and build/test with the initial research segment.
Outcome-
The final prototype was finalized, moved to high-fidelty, working closely with Ford to launch in the newest version of the app.
