ANZ Loyalty & Rewards Strategy

Overview

Working closely with the delivery squad responsible for ANZ Credit Cards Loyalty & Rewards Program. We were given the challenge to utilise a HCD approach to inform their opportunity backlog and re-invent a dated rewards strategy.

Problem definition

There were well known disconnections with how 'loyalty' was perceived by the business vs what customers thought it meant. The fact that no one had successfully solved this in the past decade meant that the team was keen to try and approach this in a different way.

Comment from ANZ Product Owner

Responsibilities

My position within this area of the business allowed me the luxury to plan this project the right way from day one. Together with the Product Owner, we planned the discovery phase carefully so that we would ensure effective outcomes from the research and collaboration activities.

Design process

Preparation was key in setting the foundations for this piece of work. Time was taken to fully understand previous data and research to define the problems before we began.

The team was guided through collaborative design activities including, setting design principles, problem definition, cause analysis, structured ideation, competitor analysis and concept development. The output was then elaborated on by the PO and myself and put into a format that would be easily translated to stakeholders or future teams that picked this work up.

Comment from ANZ team subject matter expert

Outcomes

On reflection

I was told that they are still using the output of this to inform their work far into the future. In an environment where HCD was largely being misused and misrepresented, this project was a great example of how practical and effective the approach can be when it is focused and done right.