Kellogg's rewards platform drives the majority of engagement across all their digital properties, offering a robust calendar of promotions and a rich rewards catalog to members. The Kellogg's ecosystem has grown over time, and we found an opportunity to improve the experience for new rewards members.
New Member Ecosystem
Kellogg’s Family Rewards gives members plenty of options to participate — from earning points on grocery purchases to entering limited-time promotions or taking advantage of offers on branded product sites. This gives consumers plenty of entry points to start their membership, but it has also resulted in a set of fragmented and inconsistent consumer journeys. I created a set of ecosystem maps untangle these experiences and ensure that we could better meet both user and business goals. Our new members could be better served through supportive onboarding and more consistent messaging across touchpoints. The business puts a high priority on first-party data, though collecting this needs to be balanced against the user’s primary task. This updated ecosystem ensures new members have ample opportunity across their experience to earn bonus points for sharing their preferences.
Registration & Login
Data was critical to informing our updated approach to new member registration. We kicked off this redesign by looking at our completion rates and analyzing drop-off points within historic flows, learning that the highest abandonment happens at the beginning of the flow. Prior tests also proved that the perceived value of an offer contributed to conversion, while the removal of registration barriers had little impact. I overhauled the initial screen of this flow with content describing the simplicity of interacting with and earning rewards, while using a progressive approach to capturing the user’s account information. We also looked at engagement statistics to modify our approach to supporting social login options. In working with our development team, I authored detailed interaction specifications — and also modernized our handoff process, training them to use new tools and applications.
How It Works
New and prospective rewards members previously had access to a video as the sole content explaining how the rewards program works. I transformed this into a simplified visualization of the key steps to earning rewards, linking to destinations across the rewards site to make engaging easier. In addition to highlighting the perks that make this program unique, I included the top frequently asked questions received by the consumer affairs team. These enhancements are a step in the right direction; however, I also outlined the next evolution to create unique content for prospective members and a guided tutorial experience for new members. In addition to the rewards site, I’ve consulted with partners on how to talk about KFR across other touchpoints, such as on the primary Kellogg’s consumer site and their network of branded product sites.
In my time with Kellogg's, I've also been responsible for creating a new approach to their email program. Kellogg's Family Rewards is the main engine for communicating with consumers, and these emails have a unique job in conveying the voice and visuals of the whole Kellogg's product portfolio in a cohesive way. I guided our creative team through defining an email style guide, while also developing fully responsive email frameworks. I've worked closely with metrics teams to build a highly personalized, data-informed approach to keeping our consumers engaged with Kellogg's.
