rewards MarketPlace
Introduction
Reward Marketplace is where users exchange their earned reward dollars for different products and services. Using the Health Rewards program, employers can reward their employees’ reward dollars based on their engagement with various reward programs. For example, an employee may earn $50 for completing a smoking cessation program.
project Objectives
Update the existing Reward Marketplace experience to include merchandise and meal kits for purchase with reward dollars. A different designer created the current design.
In the existing experience, users could purchase digital or physical (plastic) gift cards or contribute a specific dollar amount towards an HSA (Health Savings Account) or premium reduction. Insurance eligibility and the user’s employer determine reward types available for purchase.
New reward types required tax and shipping costs.
General UI enhancements to the existing Reward Marketplace experience.
Create a UHC-equivalent Marketplace experience based on the existing Rally experience.
Current Rally Reward Marketplace Designs - (Different designer, 2019):
Why would our clients and stakeholders be interested in Marketplace enhancements?
New merchandise products and services focused on promoting a “healthy lifestyle.” For example, users could purchase weights, resistance bands, fitness devices, and healthy meals.
New rewards may incentivize employees to participate in reward programs beneficial to their health and well-being.
Data collection.
A healthy workforce means employees are more efficient, happy and have less associated insurance costs.
Design/Experience Constraints
Product requirements did not include credit card processing (a product a business decision). In other words, if a user did not have enough reward dollars to purchase a specific item, or if their tax and shipping costs pushed them over their available balance, they would have to modify their item order. Considering this is a standard e-commerce behavior, this presented a central user-experience pain point.
Project scope did not include search functionality, another commonly used e-commerce pattern.
Because of privacy and legal concerns, we could not use geolocation/IP information to auto-generate a ZIP address within a session.
No user-interaction data was available for reference. The project did not use any web analytics or previous user-testing analyses.
Designs had to adhere to specific development components and UI due to development costs.
Process
I familiarized myself with the current Marketplace Rewards experience.
Identified areas that would have to evolve based on new business requirements and rules.
I audited third-party vendor websites, such as Best Buy and Sunbasket, to familiarise myself with their product content and functionality. Our Reward Marketplace will pull in API data from these vendors, but we had the opportunity for customization.
I audited other popular e-commerce sites such as Amazon, Target and, Walmart for inspiration.
I created information architecture diagrams and user-flow documents to help structure the new marketplace experience and identify use-case scenarios.
Worked through several design sprints. Presented each sprint to stakeholders, designers, copywriters, and developers.
Sprint 1: Product detail pages.
Sprint 2: Cart and checkout experience.
Sprint 3: Product shop pages.
Sprint 4: Marketplace home.
Sprint 5: Order history and order detail pages.
Sprint 6: Responsive design.
Examples of early iteration/page concepts
Example of a “reskin” of the original reward marketplace design. (sprint 4)
Example of an early product details page that included shipping address and cost summary. (sprint 1)
Early iteration of checkout that used an existing modal component. (sprint 2)
Early iteration/concept of a cart checkout experience. (sprint 2)
A concept for an “insufficient funds” checkout experience (sprint 2).
Experimenting with card product designs. (sprint 3)
Example of final product detail pages:
UHC product detail page for a meal kit. Users can add their shipping information to preview tax and shipping costs, change their protein choice, and find instructions and nutrition facts.
*Responsive version in appendix
Rally product detail page for a meal kit. Uses the same functionality as UHC.
UHC product detail page for merchandise. In this instance, the user does not have enough reward funds to purchase the product based on what they already have in their cart. The user can still add the item to their cart, however. Users can modify or remove existing items from their cart page.
UHC product detail page for a medical premium discount. Users can change the number of dollars they’d like to contribute with the plus/minus controls.
Example of final cart and checkout experience:
The rewards cart page displays cart items, summary, and shipping and contact information. If users have not included their shipping information, they will be prompted by a toast to enter it for taxes and shipping costs.
This example displays an instance where a user does not have enough reward funds to complete a purchase. The user will have to either remove items or modify items to checkout.
Review order screen.
Order confirmation screen that provides users with an order confirmation number, a link to an order details page, and customer service information.
*Responsive version in appendix
Example of final shop pages:
Popular rewards shop displays the most popular reward types within the marketplace. Users can filter options by category or price range.
Meals shop displays meal kits and instant meals from Sunbasket. Users can browse by category type or filter by category, diet, cooking time, calories and popularity.
Example of final Marketplace home screens:
UHC Reward Marketplace Home
Rally Reward Marketplace Home
*Responsive version in appendix
Example of final order history and order detail pages:
The order history page acts as a feed, displaying different order status updates. Users can filter the page by order statuses.
The order details page includes the shipping status for item orders fulfilled by different vendors. In addition, users can access their order information and customer support.
project next steps (the project is not finished)
A comprehensive user-test on desktop and responsive web.
Update designs before final implementation.
Final review with third-party vendors.
Launch new design in early 2022.
identified pain points/areas of improvement
Product requirements were loosely defined, which required me to define them throughout the project process. For example, at-home delivery and scheduling were not part of the business requirements but were a part of several Best Buy products we would offer (such as Treadmills, Bikes, etc.). Because of the additional complexity and the introduction of new vendor requirements, this feature will be completed in a future update.
User-testing was not built into the project requirements. Because of this, user-testing will have to be done after designs are complete, which goes against “test early, test often.”
Some pages had to retain the previous Rewards Marketplace experience structure because of development costs.
For example, we would like to modify the product details page, so the cart bar does not take up as much screen real estate, and there is more of a focus on the product itself.
