Favor Delivery//
Loyalty Pilot
From Acquisition to Retention
Favor Delivery, an on-demand delivery service for food, groceries, and everyday essentials, had invested heavily in acquiring new customers, but retention remained a challenge. To keep users engaged beyond their first few orders and increase customer lifetime value, Product Design and Research partnered to explore a loyalty solution that would deliver ongoing value and encourage repeat usage.
Two Paths to Loyalty
Subscription Membership
A paid membership experience that provided immediate and predictable value through perks, savings, and exclusive benefits.
Hypothesis: Customers would prefer a simple model where value is clear, tangible, and available immediately.
As the only designer, I partnered with product & developed two distinct concepts for testing: a subscription-based membership model and a tiered loyalty program built around progression and rewards.
Tiered Loyalty Program
A gamified rewards experience where customers earned status and unlocked benefits based on engagement and purchasing behavior.
Hypothesis: Progression, achievement, and rewards would motivate customers to order more frequently and deepen engagement over time.
Designing for Validation
Working closely with Product and Research, I translated both concepts into end-to-end experiences that could be evaluated through concept testing. The goal was not to validate a predetermined solution, but to understand which model customers found more valuable, intuitive, and motivating.
By creating comparable experiences, we could evaluate:
Perceived value
Ease of understanding
Likelihood to join
Motivation to continue engaging
Long-term retention potential
Outcome & Key Findings
Concept testing revealed that users strongly preferred the subscription-based model over tiered rewards. Participants found subscriptions easier to understand, more familiar, and more immediately valuable than gamified loyalty systems.
The findings validated a subscription-first approach and reinforced an important lesson: clear, predictable value often resonates more strongly than complex reward structures. Early concept testing helped identify the strongest path forward for improving retention, engagement, and customer lifetime value.