PROBLEM:
Uber wants to encourage people to sign up for their loyalty program.
SOLUTION:
Small conveniences can be so satisfying. Let’s visualize them.
RESULT:
Achieved 4 million signups and active use in three months.
Loyalty Loyalty Loyalty
For Uber, starting a loyalty program is a no brainer. The difficult part is to convince the consumers that the benefits are attractive.
While a benefit like waving cancellation fees can have a very real and significant impact to Uber, to the public, even frequent riders, it can seem very abstract and forgettable.
Remembering life's inconveniences
When it comes to loyalty programs, the typical approach is to call out the biggest benefits and get consumers to comprehend points conversions. With Uber Rewards, instead of benefiting top spenders with crazy benefits, the program is evenly spread.
So instead of playing up a hero feature, we created a series of ephemeral moments that are life’s pinpoints, which can be solved by a small feature from Uber Rewards. I led a team to create a series of super-short scripts that can be satisfying to watch when looped in social media.
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