Tata NeuPass
Re-imagining and redesigning the Neupass loyalty program, transforming it from a simple 5% discount into a dynamic, multi-tiered experience. The new design features a four-tier structure with differentiated earning rates and exclusive benefits for each level, encouraging deeper customer engagement and rewarding loyalty in a more personalized way. The enhanced program balances customer incentives with business goals, offering a seamless and engaging rewards journey.
Loyalty Programme
User experience
Research & Testing
The Need
Become Aspirational & Valuable
The original programme, due to its flat rewarding nature, failed to generate curiosity, sense of achievement & value and any sort of excitement in the user
Solve for business viability
After 2+ years of launch, the need arose to shift from a flat rewarding system to one that generated better engagement & conversions for the business & also rewarded loyal consumers better
Drive Engagement & interaction
Having a single loyalty programme across many brands is an opportunity to drive cross brand engagement which was not being well utilised currently
CULT OF NEUPASS
To generate authentic & unbiased insights on the creation of a new loyalty programme which can result in actionable results, we conducted a cross functional workshop between Product, Marketing, Design & Business
The methods used were metaphorical & playful to ensure originality & spontaneity. The participants were divided into mixed groups and went over 6 activities centred around the theme of forming a 'CULT'. Representing a club of highly loyal followers adopting a common path of outlined principles, activities & rewards.
Post generation of these points, we synthesised the data to make meaning of it, derived some themes & actionables.​ This workshop greatly helped in aligning all stakeholders to move the project forward in a meaningful way.
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The following slides show the excercises & the results of each exercise
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Transitioning to a differentiated benefit program for the affluent cohortsdriving better retention and faster upgrade
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Combination of economic & experiential benefits that engage customers to spend more and across more brands
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Cost efficient while being linked to business objectives
The 4 Tier Programme
EXPLORER
INSIDER
ELITE
LEGEND
Ideation
Design
Neupass Dashboard:
Your Personalized Spend Tracker
With the Neupass dashboard, you get a powerful tool to keep track of your spends and transactions in real-time. This page gives you the summary of your tier & its benefits
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Visual Tracker
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Easily monitor your spending patterns through intuitive graphs and charts.
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Track individual transactions across different categories
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Know the upgrade criteria and get motivated to move to the next tier
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Exclusive Benefits by Tier
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Access exclusive discounts, partner offers, and cashback deals tailored to your tier
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Higher tiers might offer additional benefits like priority customer service, bonus rewards points, or even concierge services.
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​Enjoy brand based memberships ​
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By staying engaged with the Neupass dashboard, the user not only get control over your spending but also maximize the benefits of being in a specific membership tier. Hence designing pieces that are interactive, intuitive & engaging here was important
Onboarding & education
To introduce the user with this new programme, and onboarding & educative piece was designed
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Tier Cards
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The first time user lands on this 5 step journey stitched into an interactive piece
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This introduces the programme and the tiers to the user
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Coached onboarding
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First time users also get coach marks to suggest the use & meaning of important items on the dashboard
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Tier Comparison
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To better show all the benefits & difference in tiers, and explore page is created which lays out the tiers in a comparative format
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By Making sure we introduce the programme in an impactful & educational manner we can reduce the confusion and increase the curiosity in users and also help them make sense of their position
