Project Background

Introducing Personalization

We created a tailored .com experience for users who are brand new to Marlboro Rewards. After reviewing data around our users’ likelihood to lapse from the program, we decided that the duration of this experience would be the first two months (~60 days) after Marlboro Rewards Enrollment.

Our solution had three main pillars:

1. Feature enhancements

2. Tailored web content

3. CRM emails

Coordination & Collaboration

Initially, my responsibility was recommending enhancements to built into our normalized AEM components. I also collaborated closely with the brand strategist to advise on content for email drivers as entry points into the web experience. 

Introducing Design Thinking

When the Marlboro Rewards team kicked off this work, we were still getting our footing in Scrum principles and methods. I have sampled several different flavors of Agile in my career, but this was a brand new way of working for most of my creative and strategy colleagues.

Process aside, our team had limited exposure to design thinking exercises such as user journeys and iterative prototyping. In training sessions, refinements and kickoffs, I was persistent in building knowledge about user centered design and the importance of estimating the effort accurately. We ended up dedicating a pair of back-to-back, 2 week design sprints to define the bulk of this digital work -- one to facilitate user journey discussions and one to build a mobile prototype that would define requirements.

Featured Deliverables

User Journey Map

Because of busy schedules, it wasn’t realistic to facilitate a single workshop with all stakeholders present. Teammates and clients were open to letting me be scrappy in facilitating and sharing this work. I created a mural in our shared space and filled it in with my own observations, questions, and critical moments. Then, I pulled in my partners from different disciplines individually and small groups to capture their understanding and put it in the context of the user’s journey.

Click a thumbnail to see the page, or download the PDF

The output of this exercise included a couple key metrics and a handful of recommendations that are worth noting.

User Journey metrics

• Users who take 8-10 actions after enrollment are more likely to stay engaged with the program

• As of February 2020, 70 % of active enrollees enter packs in a month and 50% of active enrollees max out on 30 packs per month

• 44 percent of lapsed AS21+ were not opted into Marlboro email communications

User journey Recommendations

1. Create a feature forward Earn page experience for first time enrollees that does any or all of the following:

   • Prioritizes emails and SMS registration (e.g. move this component to the top of the page)

   • Onboards them to the Rewards program (e.g. Did you know that you can enter codes via SMS? Join the SMS stream here)

   • Encourages them to complete 8-10 actions (pack entry emphasis)

   • Encourages them to download the PWA or MHQ

   • Encourages them to add an item to their wishlist

   • Encourages them to opt-into IQOS communications (enterprise strategy dependencies – What do we need to communicate about IQOS to this audience specifically?)

   • Encourages them to Refer a Friend (RAF redesign dependencies)

2. Capture information during Rewards enrollment process that will help tailor the first time Earn experience (e.g. A component that allows them to select a wish list item from a group of 4 items, etc.)

3. Offer bonus points (or 2X points for trying SMS code entry)

4. Offer bonus points (or 2X ponts ) for first few pack entries

5. Link content earn events in second month content to offer bonus points for new (but not brand new) enrollees (Depends on when this feature goes live)

6. Create surveys that capture initial impressions and attitudes about registration & enrollment experience

7. Create a content forward experience that appeals to a newly enrolled audience

Clickable Mobile Prototype

After sharing the output of the user journey exercise, we kicked off the next sprint with a story intended to define the digital enhancements needed to execute on the objectives of this work.

Before I started sketching and prototyping, we generated a list of assumptions and hypotheses to guide the design exercise.

Assumptions

Newly enrolled segment will be available by the time we launch the May content earn experience

• Authoring of a new page is available for this effort. Can change the order of components, add components, etc. for newly enrolled segment.

• Enhancements will be backlogged, roadmapped and considered for high enrollment period in September.

• Unable to integrate "Stories" features for m.com refresh at this time. To be considered for high enrollment period in September.

• Linked earn events will be available for this segment by the time we launch the may content earn experience

• Content defined by strategy in Sprint 2 will be included as part of this experience

• 60 days after enrollment, AS21+ will no longer be considered newly enrolled

Hypotheses

By tailoring the earn experience in the first and second months to newly enrolled users, they will stay active and engaged longer

• Encouraging newly enrolled AS21+ to sign up for emails will lower the % of lapsed users over time

• Encouraging newly enrolled AS21+ to complete 8-10 actions during first 60 days will encourage engagement over time

• Newly enrolled AS21+ will enter more packs if we offer 2x points for the first 5 packs

• Newly enrolled AS21+ will be more likely to complete content earn activities if they are (a) tailored to their needs and interests and (b) linked up for bonus points

• If we nudge enrolled AS21+ to complete DOI in the newly enrolled experience, more AS21+ will successfully enter the email stream

• If we nudge enrolled AS21+ to the wish list, they will interact with the feature.

UI Specs

Our web solution was responsive and viewable on mobile devices. To clarify exact mobile behavior on our more task heavy pages, I provided mobile sketches that assisted our BA in assembling the FSD and our FED in developing the final web experience.

Epilogue

Our initial work has been highly successful in getting newly enrolled AS21+ opted into the Marlboro Rewards email and SMS channels.

• Opt-ins for email increased by 11%

• Opt-ins for SMS increased by 15%

• In the first ~90 days of the personalized Newly Enrolled experience being live, only 15% of new MR users lapsed from the program (compared to the 17% churn rate in the legacy enrollment experience)

Most importantly, this work created a large sandbox of design ideas and generated an ongoing conversation about how to best meet the needs of newcomers to the Marlboro Rewards experience.