Comoto: Riders Plus Membership
UI/UX Research | Content Strategy and Research
One of my projects for Comoto was to audit the page of their loyalty program called Riders Plus Membership (RPM). This membership program is offered across Comoto's family of brands Revzilla, Cycle Gear, J&P Cycles, and REVER. This work included research of the current experience and providing recommendations to improve the layout and experience.
The Problem
Baseline sessions with RPM page views showed a low conversion rate suggesting that the page was underperforming. So we started asking questions such as "How can we improve performance?" and "In what ways can we tailor the page to each brands' demographic?"
The Research
I first looked at heatmaps of the page for both desktop and mobile view. Recordings showed a significant volume of activity around sections that mentioned membership perks, however these perks were displayed as images with 1 sentence explaining said perk. This suggests that people wanted to learn more about that perk.
Using UserTesting.com, I built a tests (desktop and mobile) to understand customer sentiments towards the RPM page. Results of the tests showed that many users missed a, what the team felt, was an important perk (that RPM can be used across the Comoto family of brands). Users found the page to be cluttered and certain perks needed more explanation, and that the "Join RPM" button needed highlighted and more visible.
Next, I reviewed data from a previous survey I conducted around the RPM program. The purpose of this survey was to understand how the current RPM users viewed the program, what they valued, and if they would renew their membership. Using this data I was able to determine which perks people valued per brand.
Finally, I conducted comparative research, collecting screenshots of other companies' membership pages to see how they display their membership content.
The Solution
Using this information a 2 phase plan was made to update the RPM page. For phase 1, we adjusted the page's hero banner to a design that placed more emphasis on joining RPM.
Next, we improved the message that RPM is available to the Comoto family of brands by displaying each brands logo on the page.
In the next section we highlighted 3 top perks that I found through the RPM survey to be the most valuable. For the remaining perks we used an accordion type element that listed each perk that expanded if users wanted to learn more.
The next section is a trio of elements designed to show customers how easy it is to join and link their account. Followed by a carousel displaying exclusive brands that are eligible for RPM discounts.
Phase 2 is still to come!
