The BMW HK Loyalty Rewards App was crafted to deepen customer relationships by providing a platform for exclusive rewards, privileges, and events. Users can earn points for brand engagement, redeem BMW-exclusive items, and enjoy access to members-only experiences. The app aims to boost user engagement and retention while embodying BMW's premium brand identity.
I was responsible for the app design and reported my duties to the lead. In this project, I utilised a data-driven approach to seamlessly align with BMW’s iconic branding while delivering a user-centric experience. By incorporating gamification features, I enhanced user engagement and retention. Working closely with BMW clients, developers, marketers, and data analysts, I ensured the app met business objectives, boosted conversions, and deeply resonated with its audience.
Due to company policy, much of my work on this project remains confidential. However, I’m able to share select aspects of the project. Feel free to reach out if you’d like to learn more.
Data from similar loyalty reward apps revealed that retention rates decline over time, users often miss opportunities to redeem points before they expire, and many struggle to understand their membership tiers, privileges, and upgrade mechanisms. These challenges underscored the need for a solution that enhances clarity, engagement, and user satisfaction to improve loyalty program effectiveness.
To create a more engaging and rewarding experience, I integrated gamification features into the app, ensuring users stayed motivated and actively interacted with the rewards system. Many users were unaware of their membership benefits, forgot to redeem points, or didn’t realise how close they were to unlocking new privileges. By incorporating interactive and personalised elements, I aimed to increase retention, encourage continuous engagement, and minimise lost benefits.
Users often forgot about their rewards, losing points because they didn’t use them before expiration.
I wanted to make sure users stayed informed about their account status so they could maximise their rewards and not lose out on opportunities.
I designed a push notification system that provided timely updates about points balance, tier progress, and reminders to redeem points before they expired. This helped keep users engaged and directed them back to the app to take action.
Users struggled to visualise their progress toward unlocking new privileges, often feeling lost or unsure of what steps to take next.
I aimed to make the process more transparent and guide users toward completing actions that would help them progress.
I introduced an animated progress bar with personalised messages, encouraging users to earn more points. The progress bar clearly indicated how close users were to unlocking the next tier, while call-to-action (CTA) buttons guided them to complete missions and reach their goals.
Users were confused about their membership tier, its benefits, and how to upgrade to the next level.
I wanted to provide clarity and make it easy for users to understand their current tier and how they could level up.
I established more interactive components across the design. For instance, users could tap on a tier label (e.g., “Silver”) to see related tips and information. This approach made it easier for users to understand the mechanisms behind tiers, privileges, and point earning without overwhelming them with excessive text.
As I have resigned to pursue my studies, the next steps for this project will focus on refining the user experience and monitoring the impact of the new features. Key metrics such as user retention, redemption rates, and overall engagement will need to be tracked to assess the effectiveness of these features. Additionally, I recommend gathering user feedback through surveys or in-app prompts to identify any pain points and areas for improvement. Based on these insights, iteration on the design and adjustments to optimise the user journey will be necessary.
