T-Mobile Tuesdays is an award winning appreciation program that thanks T-Mobile customers with hand picked free stuff, great deals, exclusive offers, sweepstakes, and more every Tuesday. In partnering with T-Mobile, our goal was to create a frictionless redemption journey by reducing the cognitive load, enabling users to make the easy decision to purchase the offer.
Project Services
- UX & Customer Journeys
- UI & Reusable Component Design
- QA Testing
Frictionless Redemption Flow
The campaign offer only appears to eligible users to avoid negative sentiments. In order to reduce any cognitive load on the users, we deep linked users to our partnership-focused redemption flow. Once entering the MotorTrend app, there were about 10 different user types we had to consider when defining customer journeys. We had to consider various customer types such as: new, geo-restricted, existing subscribers, has had a promotion offer already, inactive campaign (redeeming too late), and each one requiring a special journey for handling them.
Designing a Reusable Component
When the T-Mobile Tuesdays partnership was presented to the mobile app team, we saw an opportunity to offer a replicable template. One that is usable for future partnerships, internal promos, and specific cohorts. We’re able to configure the promo path, imagery, logos, messaging, and color scheme to capture the user’s attention and greet them upon app launch. The team has built this modal with an emphasis on reusing it for future partnerships and internal promotions.
Top Gear America was launching and it was a perfect opportunity to use our new component and announce the launch of the first episode in app to users. The promotion had a conversion rate of 17%, with 60% of the users who watched the first episode, all coming from this promotion screen.
In Conclusion
The general subscription conversion rate for MotorTrend app is 8% for a 14-day free trial at $4.99/month. The promotional offering for T-Mobile Tuesdays was a 30-day free trial at $4.99/month and saw an in-app conversion rate of 68%. With a high intent to subscribe and the frictionless flow, users were able to successfully and easily redeem the offer.