Designing a Unified Loyalty Program for Gig Worker Retention
I led the design of an integrated membership program for the largest food delivery platform in the United States, focused on enhancing gig-workers' incentives and overall experience to boost retention. Over 11 weeks, I defined the strategy, vision, and program design, working closely with loyalty and customer experience strategists.
Our work significantly contributed to the launch of the new loyalty program in 2023, which has since driven a measurable increase in gig-workers engagement and retention, demonstrating the effectiveness of our design and strategic approach.
Client
Leading On-Demand Delivery App
Type
Product Strategy
Year
2022
Process
Stakeholder Interviews & Discovery Process
-Conducted stakeholder interviews with 21 participants from 9 different teams and performed discovery research, analyzing over 30 elements and various articles and online resources.
Competitive Assessment & Opportunity Summary
Led a competitive analysis of 8 direct and indirect competitors, evaluating them against 14 structural and experiential criteria to uncover market opportunities.
Vision Workshop
Co-facilitated a collaborative workshop with 9 core team members from 5 functional areas, focusing on program goals, user objectives, values and structure, benefits, and gamification strategies.
Participatory Design Sessions with Users
-Moderated 2/3 virtual sessions with 19 users to gain insights into their perspectives, discussing motivations, benefits, and pain points relevant to the initial program design.
Validation Sessions with Users
Co-led 2 virtual sessions with 12 users to validate the initial program design and benefits, gathering feedback and observing reactions to refine the final recommendations.
Best Practices and Expertise Integration
Integrated best practices and insights from aspirational brands, along with industry expertise, to lay the groundwork for a meaningful and effective program.
Outcome
We recommended a cohesive membership program to enhance user incentives and overall experience, leading to increased retention. Our clear strategy and vision guided the successful launch of the new loyalty program in 2023, which significantly boosted gig worker engagement and retention, showcasing the effectiveness of our design and strategic approach.
