Rewards

for Crackle

Rewarding our users for everything they watch

2022 • Product Design Lead

Responsibilities: Research, IA, UX, UI

Team: VP of Design, VP of Product, VP of Engineering, Multiple Directors of Product, Frontend Engineers, Backend Engineers, Web Product Designer, Mobile Product Designer, Creative Director,

Brief

In an effort to differentiate ourselves from the rest of the streaming landscape, and in support of our mission to be a user-centric platform, we embarked on the process of developing a one-of-a-kind loyalty program called Crackle Rewards that would let users earn points for watching movies & TV shows on Crackle, which they can redeem for rewards and prizes.

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Crackle Rewards activation screen.

Process

We began with a series of cross-disciplinary brainstorming sessions, lead by Product and Design. The goal of these was to develop a broad point of view as to what a successful loyalty program could look like, to build institutional buy-in for a loyalty program, and to distill the potential feature-set down to a releasable MVP version.

Next, we as a cross-platform Design team conducted a two-week sprint to explore potential IA and UX flows for both educating users on the loyalty program as well as how accrued rewards could be redeemed.

We followed this up with a series of working sessions with Product & Engineering where we would present or drafts and the thinking behind them, discuss any concerns or other feedback the other teams might have, which we would use to iterate before our next working session.

Once we had arrived at a series of flows that everyone was comfortable with, we polished the mocks, made sure all states and use cases were accounted for, and paired on writing tickets with Product.

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Rewards points displayed on content detail screens.
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Rewards points displayed on pause screen.
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Crackle Rewards dashboard.
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Award redemption detail screen.
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Active ad-free pass reminder displayed on pause screen.

Execution

The loyalty program is sprinkled throughout the entire application. Whether it's letting users know how many points they might earn from watching a particular TV episode or movie, letting them know that they've accrued enough points to redeem an award, or reminding them that they have redeemed an award like an ad-free day that is currently active, we aimed to make the rewards program an integral part of the Crackle experience.

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Crackle Rewards section added to main navigation.
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Accumulated Rewards points displayed on main navigation.
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Rewards banner on home screen.

Since Crackle doesn't require users to have an account to use the service, we also made sure to communicate to non-logged in users that they could potentially benefit from the rewards program. So each instance where we were presenting the rewards program to user, would have a treatment for both authenticated users and anonymous users.

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Rewards banner variations.