The purpose was not always clear.
Different teams had different goals, which resulted in mixed messages for customers.
Summary
Make the value of Priority easier to discover.
I worked on renewing VodafoneZiggo’s loyalty experience after visits declined following the lockdowns.
User conversations and alignment with internal teams shaped an experience closer to customer needs and business goals.
Insights
Rewards need a clear purpose, clear value and better visibility.
Three recurring issues made the experience harder to understand and explore.
The value of rewards was easy to miss.
Customers did not always understand why an offer was relevant or exclusive.
Relevant rewards were difficult to discover.
Limited personalisation and visibility meant customers could easily overlook offers that suited them.
Prototyping
Turn competing goals into a clearer reward experience.
I aligned marketing, product and technology around the goals behind Priority.
Market research and other loyalty programmes informed four principles: Attract, Engage, Delight and Grow.
We explored clearer reward information, better filtering and more engaging interactions, testing concepts before implementation.
Testing
Check whether people understand the offer—and know where to go.
Concepts were tested with users before implementation.
What was tested
First-click tests, five-second tests and preference studies.
What testing checked
Navigation, immediate understanding of purpose and value, and preferences between design directions.
What changed
Feedback informed refinements to the structure, reward information and overall clarity.
- First-click tests
- five-second tests
- preference studies
Results
Priority at scale. Engagement made visible.
Research, behavioural data and repeated validation informed improvements across navigation, reward discovery, communication and gamification.
2M
Visitors on Priority
750K
Items added to carts
71K
Priority Game players
74%
Returned after playing the Priority Game
The figures show the scale of Priority and how users interacted with rewards and the Priority Game.
Project evidence
4
Strategic pillars
Attract · Engage · Delight · Grow
4
Validation approaches
Prototype tests · First-click tests · Five-second tests · Preference testing
2
Testing rounds
Concepts tested, refined and validated again.
