Loyalty & GDPR
ASOS | asos.com
The ASOS loyalty scheme, ASOS A-List, automatically opted any user into it that made a purchase, and for every pound spent would accrue points to their account. Before the GDPR deadline, that was fine, however after this deadline passed, customers would no longer be automatically opted in and ASOS would not be able to email them about the program unless they re-consented.
The purpose of this project was to re-consent just over 600k of customers classified as ‘engaged’ to the loyalty programme. The A-List team required help to work out the new sign up journey, create a re-consent processes and help on how to convey this information to the user.
Platform: Web, iOS, Android
Role: UX designer
Date: 2017
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Understanding the problem
At the time of the project commencing, there were a few things which would influence how we approached this.
What is "ASOS A-LIST"?
A number of usability issues had been previously highlighted with the ASOS A-List page, however one of the biggest issues in general with the program was actually the awareness of it in general.
What is "GDPR”?
General knowledge around the GDPR directive at the time of the start of the project was relatively light amongst the ASOS team let alone the general customer base. This would be another clear issue to overcome in regard to mass messaging from other companies around GDPR and cross messages about A-LIST and ASOS general marketing re-consent too.
One principle that we had throughout this project was to be as clear and honest as possible, and explain to the user everything they needed to know.
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Ideation
The next step was to begin defining our approach to consenting and this included analysing user journeys and sketching through wireframes for potential ideas.
New, re-consenting and non-reconsenting user flow
The first step was to mark out journeys for new and re-consenting users to get a clear picture of the best user experience to deliver.
I also needed to mark out journeys for those that had not re-consented from the initial prompts and identify touch points as to where we could communicate with them again. In the case that they had no interest in re-consenting, we needed to mark out what the experience would look like from here.
Wireframes (Account & checkout)
After deciding on all the locations that it made sense to present these consent & re-consent journeys, I then created a series of wireframes for the relevant places. Early on it was clear that we needed relatively intrusive style approach, looking at click through rates of in page banners on the relevant pages, it was clear that replicating that would not grab the users attention.
My Account
Checkout
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Research
At the time of the project commencing, there were a few things which would influence how we approached this.
Guerilla testing
I initially undertook quick guerrilla testing on these initial designs to try and garner feedback on the approach around re-consent.
What was very apparent was that while users were simply happy to just press the big black button to get through the journey, when explained the concept of re-consenting and why, they found this wasn’t clear from the onset. While the process looked sound, it was clear that we would need to make sure the messaging was incredibly clear.
1.6/5
Clarity of information
4.8/5
Ease of re-consenting
Remote testing
At the time, the A-LIST marketing team were not sure on their approach of messaging around GDPR, but were clear of the process, users would receive an email or see in page banner and then click through to the account section, which we mimicked. We showed slight variations of copy to the users (from relatively strong and serious to relatively relaxed), to gain qualitative insights into their thoughts on it.
Feedback again found that while the process was relatively easy and straightforward, users found issues with the copy, the imagery and full understanding of why they were re-consenting.
2.1/5
Clarity of information
4.8/5
Ease of re-consenting
Preference, 5 Second & Remote User Testing
We took a little step back and thought that potentially changing the design could help in terms of driving up that clarity of the content, so we tried a few variations testing via remote testing. We did some preference and 5 second testing to see if these slight differences helped, but in the end we reverted back to the simple progresive journey as that overall seemed to be the most competent.
We also had to test out our versions of the other touch-points I identified previously, to make sure that if we got the go ahead for these locations, we were able to have tested designs ready to go.
Moderated user testing #2
We had shown the A-LIST copy team the output of the previous user testing and worked closely with them in curating the copy and general message for the entire campaign. We were also working with the overall GDPR coms project with ours and their findings, feeding into each other.
Testing with near final copy, imagery and high fidelity designs, we found that users had a clear sense of what they were being asked to do, why, when to e-consent by, and then how to do so.
4.1/5
Clarity of information
4.8/5
Ease of re-consenting
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Solving the problem
At the time of the project commencing, there were a few things which would influence how we approached this.
Final design
Due to timelines, not all of the identified locations were built to aid re-consenting of users. Only a streamlined version of re-consenting in the My Account section, a small homepage banner and a heavily reduced email campaign.
Outcome
Overall we re-consented just shy of 70% of the overall 650k user target and interestingly re-consented more customers in our ‘unengaged’ group than we had anticipated – around 182k customers.
While not being a completely successful re-consent campaign with those numbers, overall we felt we achieveble something that had a clear, honest re-consent message and with the locations that they were built in, converted well.