Fines in the Plus: How We Implemented Loyalty into a Usual Service
Many users use our service only to check fines. We want to change this by adding a loyalty program that will motivate them to pay fines through us and receive bonuses for it.
Context
The service for checking and paying traffic fines from the State Traffic Safety Inspectorate is very popular among users; however, a significant part of the audience only limits themselves to checking fines without completing the payment process. We see this as a missed opportunity to increase engagement and the value of the service.
To address this issue, we have decided to develop a loyalty program that not only motivates users to pay fines through our service but also makes the process advantageous and convenient for them. This new approach will not only meet basic needs but also foster a sense of benefit and trust in our product among customers.
This is not just an improvement in functionality but a step towards creating a holistic ecosystem where users receive additional value for regular use of the service.
Understanding
Task
Develop a loyalty program that motivates users to pay fines through our service by providing them with tangible benefits for doing so.
User mission
Transforming the payment of fines from an unpleasant routine into a beneficial process, where each payment brings bonuses or discounts.
Business goal
Increase the number of penalty payments through the service, enhance user engagement, and strengthen their loyalty to the product.
Target audience
Drivers who regularly check fines through our service but have not yet used it for payment.
Success criteria
Increasing conversion from penalty checks to their payment, growth in the number of repeat payments through the service, and an increase in the average receipt due to the use of additional service features.
Почему это важно?
User retention
Currently, many users use the service only to check fines but do not make payments. We are losing the opportunity to secure their engagement and increase loyalty to our product.
Creating value
The loyalty program offers additional motivation to pay fines through our service, turning the routine process into a profitable one. This strengthens the value of the service in the eyes of users.
Increasing the frequency of interactions
Bonuses and rewards for payment encourage the regular use of the service and make it a habitual part of the lives of motorists.
Competitive advantage
In conditions of high competition in the market, such improvements set us apart from other services, creating a unique offer for users.
Long-term benefit
Loyal users return more often, trust the brand, and are willing to use additional features or products of the service.
Action plan
1
2
Design
3
UX tests
4
User interviews
5
Making edits after tests
6
Presentation to the team
7
Transfer to development
Benchmarking
As part of the preparation for the launch of the loyalty program, an analysis of competitors and best practices in the market was conducted. Both similar services for paying fines and broader ecosystems where loyalty programs successfully stimulate user activity were studied.
Key findings
Loyalty programs offer users clear and tangible bonuses for specific actions
Users are more willing to participate if the process of obtaining bonuses is as simple as possible
Programs integrated with other services create a higher level of engagement and loyalty
The principle of the loyalty program
After the research phase, I had several ideas for improving the stories. It was necessary to create mockups for them that emerged during the discovery process to facilitate further validation.
The accrued cashback can be spent on payment for services within the application: either fully or partially.
The loyalty program has three levels of cashback accumulation. The level depends on the number of fines paid through the app: the more payments made, the higher the cashback percentage.
Design
Based on benchmarking and product requirements, I created prototypes for testing with potential users and validating my ideas. This allowed for early feedback and ensured that the design met user expectations, as well as helped refine the user experience before development.
Testing
Comparison of two screen versions: testing two alternative screen options to understand which one is more intuitive and user-friendly.
Understanding test: showed users layouts and flows, then asked them to describe how they perceive the presented interface, in order to assess how easily and clearly they understand the information and navigation.
User research
During the process, we started collecting contacts to invite people for interviews to discuss the layouts and gather feedback. A total of 10 interviews were conducted, each lasting about an hour.
I asked about loyalty programs, about the Traffic Fine application, and then we discussed the mockups. I mainly showed the mockup and asked them to explain in their own words how they understand what is depicted in the mockups.
The interview was divided into three sections:
About Loyalty Programs
About the Traffic Fines App
About Layouts
Results
We decided to launch the feature in an MVP format, as a full launch right away would be too expensive, and the feature is still under development.
How will we know that the feature is successful?
We will track several key metrics:
The increase in fine payment is the main indicator of the feature's success. If the number of users who pay fines through our application increases, it will be a testament to its effectiveness.
Funnel analysis: Document added > Fines checked > Fine paid
