family account
Developed functionality that enables customers linked through a Family Account to earn bonuses faster by participating in promotions together and spend their shared bonus balance
Goals
🎯
Encourage customers to install the mobile app and sign in to their account to make purchases
Identify customers using a single account as individual loyalty program members
Create personalized communications for these customers to drive revenue
Obtain completed profiles of these customers
Pain points
🚧
Business objectives
- Identify customers using a shared account as individual loyalty program members
- Obtain completed profiles for these customers
- Encourage customers to install the mobile app and sign in with their own account to make purchases (currently the product is only available in the mobile app)
- Create personalized communications for these customers to drive revenue
Customer pain points
- Sharing or using bonuses is inconvenient: it requires either constant communication with the account owner or shared access to the personal account
- The account owner who shares bonuses does not receive personalized promotions and offers
- Users spending the owner's bonuses cannot independently find out about available promotions
Workflow
🚀
- Research
- Identified key pain points for users and account owners together with the business team
- Formulated hypotheses that a Family Account would separate users and enable personalized communication
2.Market and competitor analysis
- Studied competitors and similar solutions in the industry (Yandex, Detsky Mir, Apple)
- Identified best practices and opportunities to differentiate our product
3.Prototyping and research
- Created a detailed user flow
- Built prototypes and testing scenarios for interviews
- Conducted user interviews to validate hypotheses and understand how the functionality works
4.Results analysis
- Reviewed the results
- Made adjustments and prepared the final prototype for further development
5.Visual design and developer handoff
- Designed the interface in accordance with the brand guidelines
- Thoroughly addressed all corner cases
- Conducted design reviews with stakeholders and developers
6.Design review, production launch, and monitoring
- Handed off designs to development and conducted design reviews
- Launched to production, monitored metrics to evaluate success and optimize impact
Workflow
🚀
- Research
- Identified key pain points for users and account owners together with the business team
- Formulated hypotheses that a Family Account would separate users and enable personalized communication
2.Market and competitor analysis
- Studied competitors and similar solutions in the industry (Yandex, Detsky Mir, Apple)
- Identified best practices and opportunities to differentiate our product
3.Prototyping and research
- Created a detailed user flow
- Built prototypes and testing scenarios for interviews
- Conducted user interviews to validate hypotheses and understand how the functionality works
4.Results analysis
- Reviewed the results
- Made adjustments and prepared the final prototype for further development
5.Visual design and developer handoff
- Designed the interface in accordance with the brand guidelines
- Thoroughly addressed all corner cases
- Conducted design reviews with stakeholders and developers
6.Design review, production launch, and monitoring
- Handed off designs to development and conducted design reviews
- Launched to production, monitored metrics to evaluate success and optimize impact
Results
🏆
After the launch of Family Account (3 months without promotion)
- User growth: +410,000
- Family accounts created: 220,000
Average order value:
- Family Account members — 4,330 rubles
- Average active customer — 3,570 rubles
Results
- Higher engagement compared to customers not enrolled in a Family Account
- Family Account customers are more active in using cashback and promo bonuses
AOV
+21%
Users
+410 000
Family accounts
+120 000
