Our client who runs a large e-commerce marketplace, wanted to explore growth opportunities within their online market. We identified an opportunity to drive customer loyalty among the top buyers of select categories that attract niche markets & collectors. In 7 months, we launched a loyalty program microsite.
Top buyers, also referred to as VIPs, are buyers with high spendings in categories such as sneakers, luxury watches, and trading cards. Insights showed that these VIPs are not loyal to our platform and would typically browse competitor platforms for the best deal.
Research showed that VIPs,
With the rise of competitors that specialize in niche products and resale markets, we aimed to stay relevant by,
We navigated several challenges that shaped our ways of working early on -
Top Star is an invite-only loyalty program for VIPs to access exclusive deals and benefits. We launched MVP for sneakers and luxury watches, with other categories to follow.
Loyalty benefits:
With less than a sprint to align on the vision, we had to put pen to paper fast. Based on the handful of features that were known, the design team presented two different approaches. Guided by the two wireframes, the team aligned on the envisioned goal and path forward.
The site map and flow chart helped to visualize the MVP scope, raising discussions like where we might leverage content from the existing website in order to make the fast-approaching deadline.
How might we present offerings that feel exclusive?
Business requirements:
To create a cohesive experience around the limited offerings, we focused on presentation and copywriting to give an elevated feel. For triggering scarcity, we had initially thought that a persisting countdown could be effective, but an informational approach was more helpful and clear to buyers.
Testing showed:
For sneakers, buyers were limited to purchasing one item from a given collection. We initially designed this by limiting the cart and forcing buyers to replace the item in cart as they selected a new item. However, we found that users treated the cart as a wishlist and would fill their cart with many items before narrowing down on their final selection.
How might we gain trust from buyers who are wary of fakes?
In earlier designs where product details did not reference a seller, many users raised concerns over not seeing ratings or having a direct contact. In iterations, however, where we added a description stating that vetted sellers were handpicked for the program, users recognized the choice as intentional and were more likely to build trust.
Testing showed:
Top Star officially launched in May 2021 (+4 months from initial goal)
What I’d do differently if time allowed -