DOMINO'S Бонус
DP Eurasia N.V
Loyalty Program
DOMINO'S Бонус is the loyalty program of Domino's Pizza Russia for the customers to make more order with the motivation of free pizza reward.
Designing a product for the users from another culture has specific challenges and opportunities inherently. Wearing the users' shoes never tried before helps to realize the behavioral differences without any kind of bias. However, collected user data has to be clean to analyze the mental modal of the target group.
It is significantly necessary to start a CX project with user research if the topic is loyalty.
User research reports are not only useful for UX and CX teams, but also beneficial for marketing teams to make decision on behavioral segmentation. Therefore, loyalty program of DP Russia started with gathering user data from variable resources as much as accessible. Customer complaint records, social media comments, cultural probes notes, user test raw data, interview answers, and analytics tool reports were collected to empathize with Russian customers and define their needs, expectations, pain points and happy moments.
Empathy Map • Heat Map • User Flow • Interactions
Although Russian user data had some kind of challenges to be gathered, analyzing the data of users from different culture allowed to recognize the user behaviors and needs without researcher bias. With the guidance of maps and reports of the UX research, customer engagement of loyalty program is highlighted for Russian users specifically. Time limitation for rewards and gamification on CX/UX design motivate the customers to order more pizza to get free one. On the UI design of web and mobile app, the rules are displayed at the moment that users need information to join the program and actively use it. Pop-ups, notifications, mouse-hovers and cross-sell / up-sell interactions on different pages are planned for tunneling users to take active or passive actions.
Landing Pages
Dashboard
For the aim of high Average Order Value and Average Ticket Price, program rewarding rules are builded around business goals and user benefits. In order to motivate the customers to make order more with higher price, the loyalty program offers them to earn a slice from min. 500₽ order and win a free pizza with 5 slices.
As an example of gamification mechanic in the loyalty program:
- Targets : Make an order with min. 500₽ basket price
- Small Reward : 1 slice for each order
- Big Reward : 1 free pizza
- Time Limitation : 90 days expiration time for slices
- Amount Limitation : Maximum 3 free pizza
- Surprised Gift : Free welcome slice when the user join the program
Free slice on the birthday
If you would like to read more about UX Gamification on Loyalty Program, you can access the blog article here.
As an example of gamification mechanic in the loyalty program:
- Targets : Make an order with min. 500₽ basket price
- Small Reward : 1 slice for each order
- Big Reward : 1 free pizza
- Time Limitation : 90 days expiration time for slices
- Amount Limitation : Maximum 3 free pizza
- Surprised Gift : Free welcome slice when the user join the program
Free slice on the birthday
If you would like to read more about UX Gamification on Loyalty Program, you can access the blog article here.
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