Ilya Sopin

Loyalty GetMeBack case study

Improving activation in a low-converting B2B loyalty product

A redesign direction for a loyalty product with weak activation, focused on simplifying onboarding and making the product easier to use after setup.

Role

Lead Product Designer

Product

B2B loyalty product

Platform

Web app

Focus

Activation and core workflows

7%

Try click to active user before release

13%

Try click to active user after launch

+6 pp (+86%)

increase in activation conversion

Context

The product had weak conversion compared to other platform products.

Loyalty GetMeBack was a loyalty product on the MTS Your Business platform for small businesses. The user journey looked like this: ads, landing page, onboarding, active use.

At the time, only 7% of users who clicked Try on the landing page became active users. Successful onboarding converted better, but only 40% of onboarded users became active.

Diagnosis

The activation problem was bigger than onboarding alone.

We analyzed analytics and spoke with users to understand where the experience was breaking down. The research showed that onboarding was too heavy, but the product also made important value hard to find after setup.

Difficulty adding the loyalty card to Wallet, especially on mobile
Unintuitive scanner-related setup
Too much setup friction during onboarding
Difficulty finding push-related settings after onboarding
Uncertainty about how to distribute loyalty cards
Complex workflows around audiences, clients, and push campaigns
Mismatch between the landing page promise and the in-product experience
The original onboarding mixed essential setup with secondary tasks, creating too much friction before users could reach product value.

My role

I led the design direction for the project.

I was responsible for framing the problem, defining the redesign direction, guiding another product designer who executed much of the interface work, reviewing the solution, and contributing directly where needed.

The work required connecting funnel metrics with practical usability issues across onboarding, dashboard recommendations, clients, audiences, and push campaigns.

Approach

We redesigned activation as one connected experience.

The design direction improved both onboarding and the product experience after onboarding, so users could complete setup and then understand what to do next.

  1. 01

    Analytics review

  2. 02

    User interviews

  3. 03

    Onboarding audit

  4. 04

    Activation problem framing

  5. 05

    Workflow redesign

  6. 06

    Design review and refinement

Onboarding

We reduced setup to the minimum needed to get started.

The original onboarding tried to do too much at once. We simplified card setup, removed or merged non-essential steps, reframed scanner setup around the real employee workflow, and moved geo notifications and the first push campaign out of onboarding.

Card customization became the first essential setup step.
The card-ready screen helped users understand how customers would add the card to Wallet.
Users could choose one simple cashback mechanic for all customers.
More advanced businesses could configure different percentages by customer status.
Scanner setup was reframed around the employee workflow that used it.

Post-onboarding

Recommendations helped users find the next useful actions.

We introduced dashboard recommendations so users could discover important next steps after setup: distribute loyalty cards, configure mechanics, explore geo notifications, and start using push-related features.

Dashboard recommendations turned activation into a guided continuation after onboarding instead of a dead end.

Core workflows

Make campaigns, clients, and audiences work as one system.

We mapped the relationships between push campaigns, clients, and audiences, then redesigned key touchpoints to make segmentation, audience management, and campaign setup easier to understand.

  • Connected clients, audiences, and push campaigns into one workflow
  • Made audience creation available from filtered client lists
  • Made segmentation rules visible and reusable
  • Simplified campaign setup around audience, message, and schedule
  • Made push campaign status easier to scan
  • Aligned navigation around real communication tasks
Push campaigns became easier to scan and return to.
Campaign creation connected message, audience, schedule, and repetition in one flow.
The clients section exposed segmentation actions from the main list.
Filtered clients could be saved as an audience for future campaigns.
Saved audiences created a clearer bridge between clients and campaigns.
Audience editing made segmentation rules visible and reusable.

Outcome

Activation metrics improved, with an important attribution caveat.

After launch, the main activation metric grew from 7% to 13%, a 6 percentage point increase. Other funnel metrics also improved: successful onboarding grew from 13% to 18%, and conversion from successful onboarding to active use grew from 40% to 72%.

These numbers should be interpreted carefully, because marketing strategy also changed during the same period. I would not attribute the full uplift to design alone.

Metric

Try click to active user

Before

7%

After

13%

Change

+86%

Metric

Try click to successful onboarding

Before

13%

After

18%

Change

+38%

Metric

Successful onboarding to active use

Before

40%

After

72%

Change

+80%

Learning

Low conversion is often a product usability problem too.

Low conversion is often not only a funnel problem, but also a product usability problem. Onboarding and activation should be designed as one connected experience.

The strongest direction was not just to shorten onboarding. It was to make the product easier to understand after onboarding, so users could find the workflows that delivered the value promised before signup.