Self-Serve Reward Program
B2B, B2C, 0 to 1, Adtech
Launched a self-serve reward program for SMB customers, leading to 17% engagement rate in the first month and reduced 240 hours of operational work.
My Role
User Research
Product Designer
User Testing
Team
1 Product Designer (me)
1 Product Manager
4 Engineers
1 UX writer
Duration
3 months
Problem
A manual process discouraged customers and lowered efficiency
Quantcast is an advertising technology company that help brands and agencies plan, activate, and measure digital advertising campaigns. Quantcast used to have a manual process to create and manage rewards (credits and rebates) for enterprise customers. This process required multiple teams and was operationally heavy. As the company began to expand its platform to small and medium-sized businesses (SMB), it needed a more scalable and accessible reward program.
Research
The status quote
I conducted user research to understand the status quote. The current process involved 3 teams: sales, campaign ops and engineering team. There were no user interfaces, either internal or external. Everything was managed and tracked manually, which was operationally heavy and error-prone.
Also, because there was no customer-facing UI, we could not engage our growing number of SMB customers. This led to missed opportunities for both customers and the company.
Opportunity
HMW we create a self-serve experience and automate reward management?
The research revealed that lack of a self-serve experience was the underlying problem. A self-serve experience would not only automate the heavy operational process for the internal teams, but also allow SMB customers engage with and benefit from the reward program.
Design
Low fidelity concepts
To begin, I explored several concepts using low-fidelity mocks. I focused on high level layouts and organizing information in a way that made sense to users.
Organizing information in a limited space
I also explored multiple concepts for the reward tier experience. One challenge was organizing information in a limited space. I interviewed campaign ops to understand which information were the most important to them, and designed the visual hierarchy accordingly.
Designing for transparency
One business constrain was that credits would expire if not used. I wanted this experience to be transparent with users. After reviewing the workflow, I identified three touch points for the design: when people are adding credits to their account, after the credits have been added, and when the credits are going to expire.
Fitting credits into the ad set workflow
Once users earn credits, they can apply them to fund ad sets instead of using their own budget. So we needed a toggle on the ad set page. One challenge was that the page was long and packed with settings. I explored a few placement options for the toggle, focusing on making it discoverable and fitting into the flow naturally.
Based on feedback campaign ops and consideration for agency users, I placed the toggle within the ‘Budget & Schedule’ section and made it default to off. I also showed the available credits for transparency.
Final design
The final solution is a self-serve experience for customers. This new experience enables customers to redeem offer codes, check their reward tier, view available credits and past activities—all in one place in the platform. Once customers have received or earned credits, they can easily spend them in their ad sets.
Outcome
17%
account adoption rate in 1 month (goal: 20%-30% in 90 days)
240 hours
operational time saved per quarter
for internal teams