Designing a unified rewards store
How we enhanced the store to have a consistent and improved experience across all games.
Introduction
myVIP is a Loyalty program that offers a wide variety of real-world rewards that can be redeemed by earning Loyalty Points for free across multiple participating games. The Rewards can be redeemed in the store inside the games and in the myVIP platform.
The problem
We interviewed different players about their experience with the store and about the myVIP brand itself. The key takeaways were the following:
Most players didn’t recognize the myVIP brand.
For new players entering the store, it was difficult to understand what Rewards were and how they could get them.
The store felt overwhelming and hard to navigate.
It also had a technical limitation where the store inside the games was maintained by each of the game’s dev team. Meaning we had more than 5 different store codebases. This meant doing duplicate dev work but also harming the player’s experience as the store layout, behavior and features were different in each game.
The solution
We redesigned the store to be a co-branded experience between myVIP and each game, using a centralized SDK that could be managed by a single dev team, so as to have a single consistent experience.
Rebranded the store from being a "Rewards store" to being the "myVIP store" alongside increasing the presence of the myVIP brand.
Designed a new onboarding flow for new players, where we explain what Rewards are, and how they can earn Points to get them.
Added a clear navigation bar, search bar and filters to easily find Rewards.
Made the new store design consistent in all games, but left key elements in the design system that could be customizable by each game, like the header and navigation bars, button colors, icons, background.
The result
The new onboarding flow led to a noticeable uptick in player reward redemptions.
The myVIP brand awareness raised among players as we saw in subsequent player polls.
Consolidating the store codebase eliminated duplicate development work for future updates, leaving dev time to be used in other game features