The Yesville web app is the centrepiece of a new customer rewards proposition by Australia’s second largest Telecommunications company. Amplified by an extensive customer base and the brand’s existing digital presence, the central logic of the product is to learn about its users and reward them in ways that they actually find rewarding.
Collaborators
Deliverables
- Product Strategy
- User Experience
- Interface & Brand Design
Client
Optus
Year
2014
Bob is on a business plan that services he and his staff’s varying communication needs. Value and quality are most important to him.
Jenny uses her phone to stay in touch with her friends and managing the family. She tends to call more than text and has an active social life.
Sam is a highly active pre-paid user that values data more than calls and often uses his device for streaming.
Conceiving a genuinely rewarding experience
The core sentiment of Yesville is to say thank you to loyal customers in a way that they genuinely feel rewarded. Content and products are sourced globally to offer at the varying stages of the program for users to earn and redeem. The tone of voice and interactions within the site instils a sense of playfulness – constantly reaffirming gamification and gratitude.
Encapsulating the positive sentiment within an identity
Aligning with and extending the assets of the existing corporate brand, a clean and welcoming UI encourages positive interaction from the familiar user. The hand generated aesthetic of the Optus brand is utilised to craft new interface elements that power that game experience and content discoverability.
A personalised experience is the best reward
We identify users and learn a little more about them during the onboarding experience so we can ensure they are getting the most personalised experience. Only content and rewards that match the users’ interests are shown to them, which demonstrated an increase in user engagement and redemption.
