Increasing Customer Retention for Tira Beauty
Project Brief
Build a loyalty program for a beauty e-commerce platform.
Drive repeat purchases by rewarding users with redeemable points.
Duration
7 Months
Design → Development → Launch
Role & Team
Rujuta Sanghvi (Me) as Product Designer in collaboration with a Mentor + Design Director + Designers + Developers + Project Manager
Skills
User Experience · User Interface · Strategy · Usability Testing · Prototyping · Wire-framing
about the company
Tira, a subsidiary of Reliance Industries Limited (India's largest conglomerate), is revolutionizing the beauty industry through technology and AI
Location
Mumbai, India
Industry
E-Commerce
Beauty Industry
App Store rating
4.1 Stars
Shopping Category
Problem : Breaking Into a Dominated Market
Users already had a go-to beauty platform with no reason to switch to Tira,
making it difficult to build a user base and establish purchasing habits.
Lack of differentiation
Tira needed a compelling reason beyond products to justify switching platforms.
Habit formation barrier
A single trial wasn't enough—we needed repeated transactions to replace old behaviors.
Low engagement
Without continuous value, early adopters would revert to their familiar platform.
Solution : A Loyalty Program
Reward repeat purchases with redeemable points and exclusive benefits, creating incentives to build purchase habits on the Tira.
We named it Tira 'Treats'.
How can a user earn loyalty points?
Key wireframes
Mapping out how we could incentivise, educate, inform, and personalise the loyalty experience across the entire Tira Treats ecosystem.
Design journey of the Landing Page
The user's considerations served as the foundation for the landing page, informing every design decision.
- 1Where have I spent my points so far?
- 2How can I unlock the next tier?
- 3How many points do I need for the next tier?
- 4Where can I redeem the points i earned?
- 5Whats the next tier in the program?
- 6Will my points expire after some time?
- 7Which tier am I currently in?
*The ₹XX/₹XXX values shown above are placeholders. Actual spend thresholds and benefits have been omitted to maintain confidentiality.
a key Challenge: Improving Discoverability
A loyalty program requires user commitment. It needed to be positioned in a way that ensured easy discoverability across multiple touch points.
For this, we introduced two types of entry points: fixed and dynamic.
Fixed Entry Points
Fixed entry points, like a link in the hamburger menu, gave users a consistent way to access Treats
Dynamic Entry Points
Dynamic entry points, such as banners were added to push visibility and rotate out over time.
Integrating 'Treats' into the Checkout Journey
Once users were able to make purchases using Tira points, it was crucial to integrate those transactions into the checkout journey.
Hierarchy
Clear hierarchy between Rupees and Points to avoid confusion.
Colour
Color coding and contextual labels to aid quick understanding.
Highlights
Subtle reminders of program perks to drive recall value.
Tira 'Treats' on Youtube
learning : Making trade-offs that matter
I frequently encountered trade-offs between delivering a seamless experience, and using aggressive offers to drive conversions.
Understanding the impact of these choices leads to impactful design.
