Doubling Down with o2
The Objective:
o2 partnered with Society of London Theatre in order to bring Theatre to their monthly rewards platform. SOLT worked with an external marketing agency (Shine Creative Solutions) to agree the key deliverables.
The promotion would be split into two distinct rewards mechanisms:
For the West End, tickets a selection of discount tickets would be delivered under the Official London Theatre brand and offered each month via our partners at See Tickets
In order to support regional Theatre-going SOLT would create an exclusive double your money Theatre Token
Our challenge would be to deliver a UX for the Double your money voucher, that fitted neatly into the current Theatre Tokens checkout process, but dovetailed with the o2 rewards UX.
Discovery & Process Mapping
Working with the Head of Theatre Tokens, we agreed that due to constraints imposed by Covid this was very much a up-cycling project and the key to delivering this quickly and efficiently would be to re-use and re-purpose as many existing components and functionality as possible.
Due to the instant nature of the reward we decided to base our solution around Theatre Tokens e-gifts, these are:
Low cost to to despatch
Easily customizable and able to be co-branded
In customer's inbox within 5 minutes of purchase
Scalable with potential for this mechanism to be re-used for future promotion
We also identified three key challenges that set this product apart from a standard Theatre Tokens eGift.
Product must be fixed not variable value.
The product would only be purchasable at 2 distinct price points if a customer was able to present a valid offer code:
£20 (doubled to £40)
£40 (doubled to £80)
Required a product specific discount:
Any value add needed to be applied to this product only and not the rest of the basket
Limited quota of discount codes:
That the existing discounting functionality would need to be extended to facilitate and report on discount codes flagging when specific stock volumes thresholds had been reached
The user journey whist distinct, touched directly upon the customers standard basket as this would allow us to upsell on the customers order, as such careful consideration need to be made to ensure that any references to the discount applied to the promotion product were clear and not subject to confusion.
Co-branding & Proposed solution
A standalone e-gift product was to be created, but instead of offering the user the option to load a value of their choice these vouchers would be presented as two fixed denomination vouchers
Whilst our UX and messaging would present the vouchers as a value add to the customer (£20 get £40), the backend functionality would actually treat the application of a voucher code as a discount (ie: £40 discounted to £20) as this would allow us to cap the number of redeemable vouchers either as a quantity of vouchers or as an fixed value amount
Given the discounting behaviour, it was imperative that a lot of consideration and prominence was given to the placement of the voucher redemption input field
Given the discounting behaviour, it was imperative that a lot of consideration and prominence was given to the placement of the voucher redemption input field
As we knew that this nuance was key to our approach we engaged with the external development team during the planning process to ensure they had oversight of our thinking and could input into the process at the earliest opportunity
Once we had internal stakeholder agreement we submitted the proposal to o2 for agreement
Implementation & Quality Assurance
Once core pages were signed off they were then handed over to the front-end developer to build high fidelity React prototypes & components that once signed-off were passed to the backend developer to integrate with Wordpress & the Node.JS api.
Pages being quality assured on both a page-by-page basis as well as holistically, unfortunately due to time-constraints we were unable to run any external product feedback workshops prior to launch, however the solution was acceptance tested by the o2 team, we also monitored the customer journey through Google Analytics, HotJar (both through session recording and heat mapping).
Outcomes
The Theatre Tokens monthly rewards product was a huge success with all voucher codes having been consistently redeemed within 1 day of going live in the o2 app. (Often with over 75% of vouchers being redeemed within 2 hours of being made available). With o2 doubling their monthly input into the scheme.
The solution was designed to be scalable and the functionality has since been expanded to encompass an offer for o2 Instant winners where a select number of Tokens are issued for free on selected months.
The o2 monthly showstoppers promotion continues to run monthly in the o2 App.
