DISCOVERY&UX/UI
Citi Bank Rewards
Enhancing Customer Engagement: A Case Study on Tracking Rewards and Cashback
Background and Objectives
Citi knows that its credit card rewards details/dashboard page has driven digital engagement, redemption and has increased NPS. Citi wants to meet its customers’ expectations around what they would find useful for enabling their reward-qualifying features with their bank account, and also how to redeem points earned on their bank account.
My Role:
User Experience & Interface Design​
Team:
UX/UI Designer, Project Manager, Researcher, Producer, Engineer
Duration:
4 months
Redesign Citi Reward Page
I have redesigned, the Citi Reward page, where users are able to connect all credit cards, review all thank you points, and redeem earned points. They can also see ways to earn more points. The biggest advantage is users can redeem all cards point for one service or convert them into gift cards.
BEFORE
AFTER
Research Question:
What do customers expect in this space and what would they find helpful in terms of information, detail, and experience?
Total of 48 participants
Methodology: Prework
Prior to the interviews, each participant completed an extensive prework journal reflecting on their experiences with and hopes for their rewards programs in general and bank rewards in particular.
Activities included:
•Photo Journal About My Life •Collage About Rewards. •Reward Program Awards •Emotions into Pictures
•Current Credit Card and Bank Rewards Experiences. •Build-Your-Own Bank Rewards Interface.
However,...
Overall, participants are generally happy with their current rewards programs,
and they place a premium on those that they feel
value them for their loyalty.
Still Room for Improvement
While participants value rewards programs, many still mention a lack of clarity within their programs today that leave them feeling frustrated and confused. They often feel like they have to jump through hoops to get their rewards—dissecting their program’s website or trying to determine what they can redeem their points for—barring them from further engagement and interaction.
"Don't know how to do it"
"What a pain to search"
"Requires too much effort"
"What's going on?"
For example, they have to grocery shop, so they might as well use Kroger’s program; they have to travel for work, so they might as well build up miles on Delta; purchases must go somewhere, so they might as well get a credit card with rewards.
Key Factors Commonly at Play
Reward Type: Points vs. Cash Back
Reward Timeline: Expiration Dates
Reward Options: Flexibility
Reward Focus: Partnership-Focused
vs. Spend-Focused
Reward Program: Tiered System
Points Vs Cashback
Participants describe a variety of points and cash-back rewards systems across different industries. While some strongly prefer a points system and others a cash-back system, both have strengths and weaknesses identified:
Points & Miles
Pros:
• Multiple redemption options, including travel, hotels, and a variety of gift cards and special items.
• Fun and exciting opportunities in relation to travel rewards.
Cons:
• Unclear which transactions earn points or how many points equate a specific reward.
• Confusion when different points systems work very differently.
Cash Back
Pros:
• Easy-to-understand cash-back percentages.
• Cash can be used in whatever way customers want (more flexible).
Cons:
• Fewer redemption options, usually simply receiving the cash back before applying to a specific purchase or item
• No surprising or “fun” rewards
Participants who use Amex Blue give glowing reviews of its highly versatile points rewards program that feels both “seamless” and “lucrative.”
Highlights:
• For most, easy-to-understand points system in which $1 = 1 point
• Bonus points at grocery stores
• Option to link points to Amazon purchases or apply as statement credits
• Smooth online redemption process that requires only a few quick clicks
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Pain Points:
• For some, not entirely clear how customers can accumulate points
• High point amounts needed to redeem certain gift cards and items
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Although participants who receive rewards from CVS find that they are saving some money with every purchase, the points associated with this rewards program often feel confusing and meaningless.
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Highlights:
• Feels easy to automatically redeem points at checkout
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Pain Points:
• Points systems is never explained to customers, meaning the points often feel confusing and trivial.
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The straightforward cash-back program leaves little room for ambiguity, which is highly appreciated by participants who do not want to keep track of complex points systems.
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Highlights:
•Easy-to-understand system with 1% cash back on purchases and 1% cash back when bill is paid; no need to convert points
•Option to redeem cash back in the form of a gift card
​
Pain Points:
•Cash back not as fun or versatile as other credit cards points systems that boast more redemption options.
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The Discover It card is particularly popular among participants who prefer cash back rather than points programs.
Highlights:
•Rotating categories for extra cash back, including groceries and fuel
•Flexible redemption options, including statement credits, gift cards, and Amazon purchases
•Not necessary to convert points to dollar amounts.
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Pain Points:
•Must keep track of rotating categories that give extra cash back
​
Implications Overview
To incentivize future customers and drive further engagement around bank rewards with existing customers, prioritize the following three recommendations while strategically using the three key principles as the guide to making Citi bank rewards stand out.
How Might We / As a user
We created How Might We (HMW) questions a little different way where we start with As a user... to generate ideas with us! Some of these questions included:
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As a user, I want to see all my credit card points in one place with total numbers.
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As a user, I want to see other opportunities to earn more rewards.
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As a user, I want to see my monthly earned points.
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As a user, I want to see quick redemption options.
Flow Chart
Supporting the value proposition of features that users wanted to see was top of mind. Everything considered for content and functionality ultimately had to inform the user of the best way to earn, where they can redeem points.
Entry Point
Before creating the wireframe, we checked the entry point of the Reward page for
Citi & CitiGold Customers. The entry point will route to the Reward and benefits page to future customers and drives further engagement.
Wireframe and Design Implication
Provide a simple layout:
Make it easy for participants to find information on how they are earning points, where their points are located, how to clearly redeem their points, and what rewards options they have available to them.
Ease in Navigation & Utilization:
Simplify the process of managing bank rewards by providing a digital experience that is seamless and automated, with minimal clicks and quick access to rewards information located on the homepage dashboard.
Transparent Communication:
Educate and clearly explain the ins and outs of bank rewards to drive reward engagement and further loyalty, both during the onboarding stage and throughout the relationship.
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Implement a comprehensive dashboard:
Provide a dashboard on their bank account’s homepage with their points balance, along with features/tools including visualizations/charts detailing point accumulation, tips for earning more, and a goal/status tracker.
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Flexibility & Variety:
Provide control by offering options and customization to all customers to earn points for everyday spending habits and digital behaviors. Incentivize new bank rewards customers with sign-on perks and reward the loyalty of existing customers with annual benefits—lower APY, bonus credits, waived fees, etc.
Citigold Customer
Citigold Private Client
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Outcome:
Majority of visits for Citi was from age group 40+;
Data presented majority of the visit came from age groups 40 to 65, representing 48%, with visits from 50-65 representing 42% overall visits. Reduced customer call by 30%.
Total Desktop + Mobile Browser Visits
- After launched Redeem for Purchases feature to a limited audience likely in 2019, and has since been expanding the availability of the feature to more cardholders.
- Citi continue to promote offers through Amazon landing pages. Citi saw a slight Q/Q increase of 6% in terms of visits to its Pay with Points landing page.
- With the growth in popularity of credit card rewards programs, Citi has announced that Walmart has been added as a Shop With Points partner for the investment banking company’s ThankYou Rewards program.
Key Takeaways
01
Cardholder Engagement
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Citi can engage more customers by partnering with other service. Example: booking.com
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Citi Merchant Offers can be targeted by card, so customers will see different offers on each card if they have multiple Citi cards.
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02
Shop & Pay with Rewards
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As COVID rages on, more cardholders are considering spending their reward dollars and using them to stretch their budget, representing an opportunity to offer the new features.
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Pay with Rewards can be a better feature to engage targeted cardholders to drive additional value.
03
Highlight & Updates
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Card issuers continue to respond to the rapidly changing COVID-19 environment, introducing new cash back deal features, updating benefits, and making digital enhancements to its online servicing experience.