The UX Behind a 76% Growth in New Loyalty User Registrations

How I Found the Real Problem

In April 2021, Hangry loyalty program new user registrations dropped 30% in a single month, from 4,217 to 2,916 users. Our assumptions:

“Is the program attractive enough to customers?”

“Is the UI confusing?”

“Are the benefits not interesting?”

I coordinated with the Ops & Customer Experience team to reach customers who had bought Hangry product but never joined the loyalty program. We need to know & understand what’s actually wrong in here.

We gathered around 10 customers and I asked them one by one with two main things:

“Did they know about the loyalty program existed?”

“Why hadn’t they joined?”

The answer were consistent around these two:

“I know about the program, but I’m too lazy to scan the bill because I have to download the app first, my storage is already full.”

“I’d like to join, but I don’t really know what the benefits are. If I have to download the app just to find out, I’m not interested.”

Requirement to download the Hangry App was the real problem.

How I Solved It

“What if users could register without downloading the app at all?”

“If that was possible, what was the right way to do it?”

I mapped the realistic options that I could think of, which is “WhatsApp Registration” and “Landing Page” against the constraints we had, what users need, what the business needed, and what engineering could actually take on given their current workload.

A landing page covered everything what we need, but there was another concern that came up to my mind:

“If users could register and collect points without the Hangry App, what reason did they have to download it at all?”

So I tought about what the app actually does that a landing page never would? It is redeeming.

Collect anywhere. Redeem only in the app. The friction wasn’t removed, it was moved to a better place in the journey.

Landing page wasn’t replacing the app, it was feeding it. Users who arrived with 0 points had little reason to download anything. But users who had accumulated points, now had something concrete waiting for them. The download felt worth it because there was already something to redeem.

The page was mobile-only by design, but it can open on the desktop too. The entry point was a QR scan on a purchase bill, users were always on their phone.

I designed base on AIDA copywriting concept (Attention, Interest, Desire, Action). I came into design from copywriting. This section is where that background shows.

I wrote all the copy by myself. The hook was the most important line on the page.

“Makin untung, makin mudah! Kini tanpa download aplikasi kamu sudah bisa menikmati keuntungan Hangry Poin.”

The landing page also had a dedicated section for the Hangry App. This wasn’t upsell for the sake of it. It was the “collect anywhere-redeem in app” decision showing up in copy form.

Click to see the real product↗

1. Step 1 of 4 Getting Attention Hook sentence, directly solving the problem based on user research
2. Step 2 of 4 Building Interest Explain the facts about the loyalty program benefits
3. Step 3 of 4 Getting Desire Show how easy it is to earn points and tease the app’s extra benefits
4. Step 4 of 4 Do Action Offer users to join the loyalty program, reinforcing every benefit shown above

The Impact

The program that was losing users month-over-month reversed course, not because the product changed, but because the barrier to entry was removed.