Perks & Rewards

Background
Nationwide had a portfolio of perks and rewards through its businesses and products, but the efforts were siloed.

Stakeholder Conversations
I organized several conversations with key stakeholders to define success metrics, propose a research plan, and establish touch bases to ensure continuous stakeholder-researcher alignment. Stakeholders were also invited to participant interviews to ensure they were involved with every step of research.

Goal
The goal of this study was to examine desired perks and rewards experiences among current and future Nationwide customers.

Objectives
-Gather insights into preferred perks and rewards experiences within insurance and retail spaces.
-Determine preferred perks mobile experience via concept testing of two screens containing unique features.

Methodology
This study was broken into two parts: First, I facilitated an in-depth interview. Then, participants evaluated two mid-fidelity website design via comparative concept testing.

Synthesis and Analysis
Participant responses were submitted to a thematic analysis.

Results
Perks and rewards can improve feelings of customer appreciation, engagement, and relationships with the business. Customers desired a personalized, easy-to-use holistic mobile perks platform.

Recommendations
A go-forward business plan should include an all-inclusive and customizable perks and rewards app. This app should involve low-effort, high-yield perks and rewards that primarily save users time and money. Participants were also open to gamification of earning points or cash back.

Shareout & Beyond
Results and recommendation were delivered to product stakeholders, managers, designers, and developers via PowerPoint. I also hosted several working sessions to ensure research recommendations were incorporated into design creation.