Rewards User Lifecycle

This section outlines the general lifecycle of the rewards user journey with suggestions for campaigns to utilize to help with each stage

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Rewards User Lifecycle ♻️

Acquisition - User discovers the rewards program and signs up

Value Discovery - User experiences the value prop of rewards and begins to develop a habit around it, thus becoming an active user

Engagement - Habit is establish and usage of rewards continues (levels of engagement will differ between user personas)

New Behaviors - Driving net new behaviors amongst our engaged user group

Dormancy (User Resurrection) - User established a habit around rewards but no longer sustain the habit

Acquisition

Organic channels

User signs up for rewards on their own

Transit Agency Marketing

Earn points when you enter a specific invite code in rewards

Recommendation:

Helpful if transit agency has plans to dedicate marketing resources to the rewards launch

Provides a tool to help close the loop and measure where users heard about the program

Friend referral

Earn points when you refer a new user to app AND they activate their first ticket

Both referrer and referee will earn points upon ticket activation

Recommendation:

Great tool to help accelerate userbase growth

Value Discovery

Campaign Suggestions

Welcome bonus

Earn points for joining rewards

Recommendation:

Helpful to aid with onboarding and encouraging users to see the value of rewards quickly and jump straight to redemption

Point value may be dictated by the agencies budget, but should be enough to redeem an offer)

Can turn off welcome bonus after a certain period of time post launch

Welcome survey

Earn points for completing a user demographic survey

Recommendation:

Collect additional qualitative data to build up a stronger rider personal

Example Questions

How often do you ride transit

Do you own a SOV

What is your main purpose for riding transit

Ride and earn

Earn a set amount of points for activating a ticket

Recommendation:

Provide a consistent way for user to earn points

Point value should be relatively low (10%-20% of the cheapest offer)

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Resurrection

Time specific earnings

Earn points for activating a ticket on a specific date/time

Recommendation:

Add additional ways to earn to entice users at risk of churning to activate a ticket and earn points

🆕 Redeem and earn

Earn points for redeeming an offer in certain time periods

Recommendation:

Encourage users that hoard points to make a redemption

Users that make redemptions each month are more likely to remain active rewards riders

Discounted Offers

Redeem offers at a discounted rate

Recommendation:

Only recommended IF there is a margin on offers, otherwise should run only for a short period of tim

Engagement

Given that the frequency a rider will take transit will vary, habit formation campaigns should be catered to each segment with appropriate goals for each. Recommend placing users in to segments after 4 from sign up to allow us to gauge their ridership behavior.

Campaign Suggestions

Ride and earn

Earn a set amount of points for activating a ticket

Recommendation:

Provide a consistent way for user to earn points

Point value should be relatively low (10%-20% of the cheapest offer)

Streak

Earn points when you hit a daily/weekly/monthly target

Recommendation:

Goals should scale to fit each segment (i.e. daily commuters have higher streak targets than occasional riders)

Targets can increase on a weekly/monthly basis to further encourage riders to ride more than their typical behavior

Time specific earnings

Earn points for activating a ticket on a specific date/time

Examples:

Weekend bonus

Special day bonus (black friday)

Recommendation:

Drive ridership during off peak times/days

Encourage riders to utilize transit for non-commuting purposes (i.e. weekend errands, general after work activities)

Ride of the day/week/month

Earn points for riding a specific mode of transit

Recommendation:

Can be used to help encourage users to ride a different mode of transit than their usual mode

Highly subjective to market and if different modes of transit can be interchanged to get to the same location

🆕Loyalty Tiers

Earn a certain amount of points in consecutive periods to earn a special rewards status that will unlock a different set of rewards

Recommendation:

Mechanism to encourage power users to sustain their engagement

🆕 Redeem and earn

Earn points for redeeming an offer in certain time periods

Recommendation:

Encourage users that hoard points to make a redemption

Users that make redemptions each month are more likely to remain active rewards riders

New Behaviors

Campaign Suggestions

Streak

Earn points when you hit a daily/weekly/monthly target

Recommendation:

Goals should scale to fit each segment (i.e. daily commuters have higher streak targets than occasional riders)

Targets can increase on a weekly/monthly basis to further encourage riders to ride more than their typical behavior

App connection

Connect a third party integration and earn points

Examples:

Lime

Strava

Superpedestrian

Recommendation:

Aid with the launch of new integration to encourage to start using the new feature and enable campaigns that are dependent upon 3rd party behaviors

First/last mile (Multi-behavior)

Earn points when a rider uses 2 modes of transit

Recommendation:

Can be specific on which 2 modes need to be used and add constraints to verify that the second mode is used subsequently

Support the launch of microtransit or new services in a market

Time specific earnings

Earn points for activating a ticket on a specific date/time

Examples:

Special day bonus (black friday)

Recommendation:

Drive ridership during off peak times/days

Encourage riders to utilize transit for non-commuting purposes (i.e. weekend errands, general after work activities)

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