ROLE
Challenge
There is ambiguity in how consumer loyalty reward vials are factored in while ordering and don't count toward advancing their status.
Solution
We revised the ordering flow to provide more visibility for customers to choose if and how many reward vials would be applied in addition to their original paid order.
Impact
Customers can now easily purchase enough vials to advance their loyalty level apart from reward vials, and Evolus doesn’t miss out on that extra revenue.
Define
Complaints from customers alerted us to this issue, and we realized it was a low lift to provide the transparency that meant so much to our customers. The PM mapped out some high level requirements before I moved on to the designs.
Background
Evolus sells vials of Jeuveau™ to aesthetic practices. Through a consumer loyalty program, these customers earn reward vials of the neurotoxin️. When they go to order vials in the Practice Mobile App, those reward vials are automatically redeemed.
In the current flow, it isn't clear that those reward vials are automatically redeemed. Practices order a specific number of vials in order to advance their status in our Evolux loyalty program, however, the automatic redemption creates ambiguity in how the reward vials are factored in and don't actually count toward advancing their status.
Use cases
Redeem reward vials only
Pay for all vials ordered
Redeem reward vials + order vials
Requirements
Customers select reward vials before order quantity total finalized
Reward vials selection screen is not presented to users if not applicable
Maximum reward vials should match total number of available reward vials
Reward vial selection in internal sales tool to mirror new flow in Practice App
Ideate
I used our existing flow and patterns in our design system to conceptualize what this could look like.
Prototype + Test
Prototypes of the various use cases was key to helping stakeholders envision how the new reward vial redemption screen integrated with the ordering flow.
User testing
Using Maze, a user testing platform, we were able to perform an A/B test to see which design was more effective.
100% of participants opted for selecting to redeem reward vials AFTER paid vial selection.
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Reflection
I joined the team a few months after Evolus Rewards was launched, and while it makes sense for Evolus to minimize their financial liability, this new flow benefits all parties. Choosing if and how many reward vials to redeem provides more freedom to the user and ultimately a more dynamic user experience. Plus, it opens an opportunity for Evolus to capitalize on fully paid orders.
While Evolus does not have the right product analysis tools to determine how effective this feature has been, it has been received positively by both customers and sales representatives.
If given the opportunity, next steps would be to define which KPIs to monitor and track, some possibilities including:
• Change in cart abandonment
• Change in ordering frequency
• Composition of shopping cart (paid vs. reward vials) across different customer segments
• Reward vial redemption change from Monarch vs. Practice App
Other impactful projects:
Improving efficiencies in scheduling
Evolus Portal