Led UX of Airtel Thanks 2.0—a complex rewards and tier program simplified into an intuitive super app. Navigated competing priorities across services and content, established a dedicated growth design function, and delivered a 6% MAU engagement lift across 100M+ active users post-launch.
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Introduction
The Airtel Thanks Program, launched in July 2019, evolved from its earlier loyalty program, "My Airtel." It aimed to enhance customer loyalty and retention in the highly competitive Indian telecom industry. Facing fierce competition, Airtel sought to differentiate itself by offering compelling rewards and a superior customer experience. This later went on to lay the foundation for a unique super app.
Brief
The Construct
The construct of the Airtel Thanks Program is designed to reward and cater to a select set of Airtel customers based on their subscription type and usage. Based on ARPU and tenure the users were segmented into three tiers, each offering distinct benefits and privileges. Here's an overview of the program's tiers and their associated benefits:
User Segmentation:
This tiered structure allowed Airtel to cater to the diverse needs of its customers and provide personalized rewards and privileges based on their usage and loyalty. It also encouraged customers to explore and use more Airtel services, ultimately contributing to customer retention and revenue growth. This program segmented users into three tiers based on their monthly Average Revenue Per User (ARPU) and their tenure with Airtel:
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Implementation
The implementation of the app redesign was a collaborative effort involving product managers, designers, developers, and user feedback. It followed best practices in user experience design and software development, with a focus on providing a seamless and user-friendly interface while effectively integrating the Airtel Thanks Program.
The phased approach allowed for flexibility and the incorporation of user feedback, ultimately resulting in a successful implementation that enhanced user engagement and satisfaction, improved retention rates, and contributed to revenue growth. The design implementation of the Airtel Thanks Program reflects a user-centric approach and a commitment to enhancing the customer experience.
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The team prioritised understanding user pain points and the problem statement as the foundation for the design iteration. The primary goal was to address these pain points effectively. This approach ensures that the design changes align with the actual needs and preferences of Airtel users.
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The team has embarked on a journey to create personalised user experiences within the Airtel Thanks app. This involves understanding user context and preferences to offer relevant content and actions. For instance, introducing quick actions tailored to individual users' preferences enhances the app's usability.
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An interactive feedback form was integrated into the app, allowing users to provide comments, suggestions, and report issues. This feedback loop was closely monitored by the product team for quick action.
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Redesign the Airtel app to seamlessly integrate the Airtel Thanks Program. And deliver a seamless and enjoyable experience for both existing and new program members.
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The rollout followed a well-planned phase-by-phase approach. Initially, the program-related features and sections were updated, ensuring minimal disruption to the core app functionalities. Each phase was thoroughly tested before moving to the next.
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To create a more user-friendly experience, the team aimed to reduce noise and declutter the interface. This involved streamlining the display of telco vitals and benefits, simplifying information hierarchy, and eliminating unnecessary elements that might confuse users. The result is a cleaner and more intuitive design.
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Planning and designing a unified design language system is a strategic move to ensure consistency across all digital assets. This approach aims to deliver a seamless and engaging experience for customers. A consistent design language fosters brand recognition and reinforces Airtel's commitment to delivering a delightful user experience.
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The app's navigation was overhauled, with a focus on simplicity and clarity. User testing and feedback informed the placement of program-related links and features for optimal usability.
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Results
The Airtel Thanks Program has delivered significant results and generated excitement in the market since its launch. Here are key results and achievements of the program:
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The program witnessed a remarkable ~75% increase in daily engaged customers who activated one or more Thanks offers in May compared to the Mar-Apr average. This indicates a substantial boost in customer engagement with the program.
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The program contributed close to +8% increase in customer retention rates quarterly, as customers were more inclined to stay with Airtel to enjoy the program's benefits. There was +10.5% quarterly gain in MAUs
Enhanced user engagement and cross-selling of Airtel's services have resulted in revenue growth for the company.
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The program has provided Airtel with valuable data insights into customer behaviour and preferences. This data is instrumental in shaping future product offerings and marketing strategies.
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The program's value propositions and rewards have resonated well with customers, leading to increased program engagement and adoption.
Customers responded positively to the program's offerings, including insurance benefits, Amazon Prime membership, and other exclusive rewards.
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The implementation of a unified design language system ensured a consistent and engaging experience across all of Airtel's digital assets, creating a strong brand identity and making it easier for users to navigate.
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The app redesign focused on decluttering and simplifying the user interface. This approach led to a more intuitive and user-centric design, improving the overall user experience and making it more accessible for both iOS and Android users.
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The program has contributed to revenue growth for Airtel, not only through increased 13% Average Revenue Per User (ARPU) but also through the acquisition of new customers (24%) attracted by the program's offerings.
70% Online penetration of recharge during lockdown (up from 35% before the lockdown)
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The program has allowed Airtel to effectively segment its customer base based on usage and loyalty, enabling more targeted marketing and service delivery.
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Learnings
Conclusion
The redesign of the Airtel Thanks Program and the app homepage was a multifaceted project that successfully addressed various challenges while enhancing user satisfaction and engagement. By focusing on user-centric design principles, iterative improvements, and phased implementation, Airtel achieved its goal of providing a more rewarding and user-friendly experience to its customers. Airtel Thanks program and app redesign not only enhanced customer loyalty and satisfaction but also created a buzz in the market. The program's tiered structure, coupled with valuable offerings, attracted more users, and the redesigned app provided a seamless and consistent user experience. This success has set the stage for Airtel to further innovate and provide personalized services to its customers.
The team recognised the importance of speaking the current digital language to resonate with contemporary users. This includes adopting design elements and patterns that are in line with current industry standards. However, it's crucial to strike a balance between modernisation and maintaining familiarity for Airtel users who are accustomed to the previous design.
The program's focus on providing premium content has led to increased data consumption among program members. This data monetisation strategy has generated additional revenue for Airtel.
