Wendy's Rewards –
Rewards History
Implementing transaction history and unifying the brand experience for millions of Wendy’s customers
2021 | Accenture Song / Fjord
Team makeup: Business Analyst, Product owner, Devs + Myself, as the sole UX Designer
This project involved: UX, Product Design, iOS, Android, Web
My Contribution: I led UX efforts for the 2021 summer release of Wendy’s Rewards History across iOS, Android and web. The feature provided millions of Wendy’s customers visibility into past transactions in order to take action on expiring rewards and avoid losing well-earned free food/beverage items! It was later made available for Canada customers.
Project Background
Who, What, and Why?
Almost a year after the successful MVP launch of Wendy’s Rewards program, the look and feel of the brand experience and industry standard features such as transaction history were needed to improve the customer experience of millions of loyalty members
Rewards History
The ask from our stakeholder was an in-app and web destination for customers to view past transaction reward details
A Brand Refresh
We identified an opportunity for cross-platform improvements to the UI and UX patterns in order to create consistency in the brand and interaction experience
Business Drivers
Customer acquisition & Conversions
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New app downloads
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New member sign-up
Customer acquisition & Conversions
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Positive customer survey feedback
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Data from the Customer Support center
Purchase order metrics
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Order size
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Purchase amount
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Coupon usage
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Average number of orders in-store or through the app/web
Considerations & Constraints
Localization
​All Wendy’s experiences would need to Although this did not have the high impact on design decisions, components needed to accommodate
Fixed vision state
​Discovery work began about 6 months and the outcome was a vision state mockup (pictured above). I had to work towards this vision with very little opportunity to deviate.
No user research
Since we did not conduct usability or user research on this work. I relied heavily on industry standards and best practices, historical knowledge on customer behavior, and relevant data provided by PMs and stakeholders.
I was responsible for determining how Rewards History would fit into the existing ecosystem, the end-to-end experience, and leading key internal and client touchpoints.
in addition to bonus wins...
1. I successfully advocated for a redesigned Rewards home experience to accommodate future features and maintain visual coherence with other areas outside of Rewards and Loyalty destinations.
2. This required highly collaborative touchpoints with the client-side Product Owner and Devs, and internally with the brand and motion specialists on our larger team.
Approach
Iterative & Mobile First
The high volume of mobile orders, via the Wendy’s app or mobile web, dictated our team’s mobile first approach to most projects. This workstream was no exception.
In taking a mobile first approach that would scale to desktop, I designed in mobile frames then, in parallel, translated that to desktop to ensure consistency in the customer experience as well as a design that fit best practices.
We were given a tight timeline to get an MVP released then would fast-follow with enhancements. This workstream was divided into three phases, shown below:
Now: Phase One
An MVP phase to establish entry points, UX patterns for min/max/zero states and error states.
Next: Phase Two
Builds onto Phase One; Incorporates expiration sections and additional UX patterns for min/max/zero states
Later: Phase Three
Builds onto previous phases; Integrates rewards into expiration sections
Now
Phase One
The first phase would be MVP release. The goals for this phase were to give customers visibility to previous orders, points earned or redeemed
Key requirements:
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Users can navigate to the Rewards History via ‘View History’ on the Rewards Home page
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Users can view details about points earned on previous orders
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Users have persistent visibility to their current Rewards balance
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Users can navigate to customer support
Next
Phase Two
The goals for this phase were to give customers the ability to see expiry information about their reward points to avoid losing what they’ve earned
Key requirements:
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Users can view the date and amount of reward points which are expiring soon
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Users can view the date and amount of reward points which have expired
Later
Phase Three
The third phase would be the most robust iteration, mirroring the initial vision mockup with a few adjustments based on updated requirements and constraints.
Key requirements:
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Users can view redeemed offer and rewards details in a transaction card
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Users can view both rewards points and rewards within the Expiration sections
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Users can view the date and name of earned reward items which are expiring soon
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Users can view the date and name of earned reward items which have expired
Outcomes
What Happened
I did a dev hand-off which included iOS, Android, desktop, and mobile web design specs and Lottie files of the card expansion/collapse and loading actions (procured by a motion designer on the team).
Many QA syncs later, with the Product Owner approval, we shipped Rewards History to millions of US Wendy’s customers in Summer 2021!
