03 / CUSTOMER LIFECYCLE & ENGAGEMENT
Make rewards discoverable, understandable and usable.
Junglee Games · customer research, lifecycle and product marketing
Customers could have access to rewards without consistently discovering, understanding or using them. My leadership remit connected customer research, engagement product decisions and lifecycle communication to address that gap.
The customer question
What does this customer value, and where does that value disappear between discovery and actual use? Research gave product and communication a common starting point.
The product response
Distinguish the core experience, additional benefits and longer-term progression. Use customer segments to shape the proposition and the lifecycle journey.
The measurement
Separate discovery, understanding, first successful use and repeat use. More visits alone do not establish a better customer outcome.
What we learned
Communications availability, eligibility and app versions changed what customers could discover and use. Diagnose those constraints before concluding that the proposition itself is wrong.
Measure whether the customer experiences the value, not simply whether the feature receives traffic.
This related story focuses on the customer journey. The lifecycle case study covers the combined retention and revenue outcomes.
Back to selected workStart a conversation
What’s holding your next
stage of growth back?
Share the business problem, what you’ve tried and what needs to change. We’ll start there.
Discuss your challenge