Fingerhut Payment Rewards

2017 - 2018

My Role
Sr UX Designer

The Teams
Checkout Team, Shop Team, Web Self Service Team (My Account)

Fingerhut had long wanted a rewards program, and finally it was time to move forward with the project. Due to the nature of a rewards program having numerous touch points on a site, this project was sure to be a considerable sized project. However, we still wanted to release an MVP in order to learn about the value of the rewards program before elaborating on the design.

Business goals
Improve credit account performance by incensing payments, and retaining better quality customers and account balances. Improve customer value proposition to drive new merchandise sales, customer engagement and retention.

UX/Usability Objectives
Friction free experience to enroll.
Users can clearly understand and differentiate how earnings, reward granting and redemption work.
Build user trust with easy reward redemption, requiring little to no effort.

Touchpoint Analysis
The initial release of the rewards program is intended to be an MVP, but a viable reward program will have considerable touchpoints accross the site. An early task focused on identifying all the possible touchpoints for the program.

The many touchpoints required for even an MVP rewards program.

Invitations to apply
The payment reward MVP was intended to be rollout out to a small set of existing credit customers. These customers would be invited to join the program via emails, banners (if authenticated) and promotional ride alongs.

Flow Chart for enrollment and sign in
The enrollment process, while intended to be a simple, required users to sign in first before going through a simple enrollment. Additionally, the business required users to confirm contact information as part of an ongoing plan to improve customer contact data. The flow chart below depicts users getting their invitation to apply (ITA) and flowing through sign in and subsequent enrollment in My Account.

Enrollment within My Account for signed in users who have clicked through the invitation to apply for Fingerhut Payment Rewards.

Production page of enticement to join Payment Rewards inside My Account

Payment Rewards Overview States
Actual rewards that are available to redeem towards merchandise, are issued at the end of each quarter. As a result, one of the biggest UX challenges is to help users differentiate between earnings that are in progress toward a reward, and having a reward to redeem. We settled on using “Earnings in progress” language throughout the site for receiving earnings in the current quarter, and “Reward” and “Redeem” to focus on what users have to spend.

Production page of Rewards Overview with reward to spend and earnings in progress.

Earnings info when making payments
After users make a payment, they are informed about what they just earned and when their next reward to redeem will be issued.

Reward Redemption in Checkout
To redeem a reward, users can click the Apply button within the reward widget that persists through all 3 steps of checkout.