Rewarding everyday energy.
A new bonus for clients.
Leveraging their newly refreshed brand identity, Iberdrola’s business team identified a major strategic opportunity: the company lacked a dedicated loyalty program to reward its massive user base.
Transform a business product into a compelling feature
We faced the challenge of conceptualizing, defining user flows, and designing a compelling program completely from scratch. The ultimate goal was to build a highly engaging and easy to understand experience tailored to their App customers, turning everyday energy consumption into tangible rewards.
Simple: reward the client in meaningful ways.
Our strategic approach centered around a "generated balance" model. Customers will naturally accumulate value month by month based on their energy consumption, that can then be redeemed as direct discounts on their upcoming invoices.
A central dashboard for your rewards
• Redeem Balance: the core engine of the program. We created intuitive, frictionless flows allowing users to easily check their accumulated balance and apply it directly to their next bill. As a next-phase, we even introduced a feature that allows the user to preview how much approximate balance they are going to generate next month based on previous consumption data.
• Experiences & Discounts: we created added-value sections providing users with access to exclusive cultural events and also discounts from top partner brands, only available through Mi Iberdrola.
Business and design working together
I actively collaborated with the team and stakeholders to define the initial strategy
and scope. I shared ownership of designing the complete registration and onboarding flow,
the key screens for the loyalty dashboard, and the frictionless balance redemption journey.
This posed a challenge from the start, as we had to not just collaborate with
stakeholders to define the inner workings of the program, but also design appealing and very
optimized flows to elevate conversion rates and assure retention.
We built the foundations for a scalable product
After successfully launching the base version of the program, stakeholders were keen to continue expanding the ecosystem with new features, such as the recent Iberdrola card, offering customers additional ways to keep adding up balance with their regular day to day purchases. This was all possible thanks to the solid foundations upon we built the entire product from the ground up.
Adoption, value and benefits for both ends
The program was a massive success, achieving strong adoption, high retention, and proving
the value of user-centric design.
This project was also one of the pioneers in using
the
first versions of the new Design System, in which I also took part at a later date, joining
the squad as a design systems specialist. Check out
the case study for more details.
Make the client feel special
Designing a loyalty program means placing the client at the center, to be
able to truly design functionalities meaningful to them. Fail to do so, and the loyalty
program probably won't be as successful.
It's a
delicate balance of improving brand's perception and driving business value while genuinely
rewarding the customer, making them feel special and valued.
Communication is key
I learned the vital importance of applying empathy when introducing a brand-new
program to users and also to clearly communicate how the system works and how the client can
benefit from it.
Successfully communicating the benefits and functionalities requires translating complex
business logic into optimized flows, attractive visual design, and clear, natural
language
to ensure high conversion and a delightful experience.
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