Rubies is efood's loyalty and retention scheme
Reducing Early Funnel Drop-off to Increase Redemption & GMV
Reducing Early Funnel Drop-Off to Increase Redemption & GMV
Millions of orders never turn into coupons
Millions of orders never turn into coupons
The rubies loyalty scheme has a massive leakage point early in the funnel: roughly ~60% of rubies collected per shop never reach the “2 steps before coupon” stage, and only a small share of issued coupons are redeemed. This leakage represents large missed GMV upside and wasted program cost.
Are users collecting rubies intentionally and what technical, UX, or CRM barriers stop them from progressing to coupon redemption?
Exploration
Audited dashboards to identify 3 problem areas (decline in loyal users, early funnel drop-offs, lower coupon redemption)
UX Research
Designed and launched surveys to two user cohorts (170K primary, 30K secondary) with ~1,200 responses. Compared findings against historical research (2021–2023)
Design & Prototyping
Reviewed the end-to-end Rubies flow across onboarding, account, shop profiles, discovery, checkout, and thank-you pages
Optimization & Strategy
Proposed UX, product, and CRM improvements to reduce friction and increase value.
Testing hypothesis
Users do not choose restaurants because of Rubies; instead, they earn and redeem coupons unintentionally as a by-product of existing habits.
Unique value proposition ♥︎
Research group #1
The Rubies Collectors
The Rubies Collectors
Behavior: Collects Rubies but never redeems a coupon
Frequency: Users who order up to 6 times a month
Goal: Understand why they drop off at the early stages of the Rubies funnel
170K
User Sample Size
Sample Size
980
Responses
99%
Confidence
Key insight
Key insight
Key insight
This user group earns rubies unintentionally and abandon early because the value, clarity, and reminders are too weak to motivate completion.
This user group earns rubies unintentionally and abandon early because the value, clarity, and reminders are too weak to motivate completion.
This user group earns rubies unintentionally and abandon early because the value, clarity, and reminders are too weak to motivate completion.
Research group #2
The Coupon Masters
The Coupon Masters
Behavior: Repeatedly complete the scheme's funnel, from collection to redemption
Frequency: Higher frequency users with more than 8 orders a month
Goal: Understand what motivates users’ full conversion
30K
User Sample Size
Sample Size
222
Responses
85%
Confidence
Testing hypothesis
Users do not choose restaurants because of Rubies; instead, they earn and redeem coupons unintentionally as a by-product of existing habits.
Key insight
This user group redeems successfully because their natural ordering frequency aligns with the scheme, not because rubies influence where they order
Testing hypothesis
Users do not choose restaurants because of Rubies; instead, they earn and redeem coupons unintentionally as a by-product of existing habits.
Key insight
This user group redeems successfully because their natural ordering frequency aligns with the scheme, not because rubies influence where they order
KEY INSIGHT
These users redeem successfully because their natural ordering frequency aligns with the scheme, not because Rubies influence where they order
Research group #2
The Coupon Masters
Behavior: Repeatedly complete the scheme's funnel, from collection to redemption
Frequency: Higher frequency users with more than 8 orders a month
Goal: Understand what motivates users’ full conversion
30K
User Sample Size
222
Responses
85%
Confidence
Key insight
This user group redeems successfully because their natural ordering frequency aligns with the scheme, not because rubies influence where they order
To Deliver a Loyalty Experience, Product, Sales & Marketing Must Work Together
To Deliver a Loyalty Experience, Product, Sales & Marketing Must Work Together
To Deliver a Loyalty Experience, Product, Sales & Marketing Must Work Together
Checkout – Generic Discount Confusion
Redesigned the discount flow to clearly highlight ruby-based coupons and visually close the loop at checkout.
Order Completion – Missing Celebration
Introduced celebratory feedback and progress indicators after the order completion to create a rewarding moment.
No Distinction Between Rubies & Coupons
Separated ruby collections from available coupons with clear visual hierarchy and iconography for easier understanding.
Shop Profile – Copy Confusion
Simplified shop profile UI with a visual ruby progress bar for instant clarity on how close users are to unlocking rewards.
User Account – Non-Active Ruby Users
Made rubies visible for all users and guided them to eligible vendors, turning a hidden feature into an engagement driver.
Push Notifications
Added ruby iconography in notifications to make reward progress more visible and suggested engaging copy.
Checkout – Generic Discount Confusion
Redesigned the discount flow to clearly highlight ruby-based coupons and visually close the loop at checkout.
Order Completion – Missing Celebration
Introduced celebratory feedback and progress indicators after the order completion to create a rewarding moment.
No Distinction Between Rubies & Coupons
Separated ruby collections from available coupons with clear visual hierarchy and iconography for easier understanding.
Shop Profile – Copy Confusion
Simplified shop profile UI with a visual ruby progress bar for instant clarity on how close users are to unlocking rewards.
User Account – Non-Active Ruby Users
Made rubies visible for all users and guided them to eligible vendors, turning a hidden feature into an engagement driver.
Push Notifications
Added ruby iconography in notifications to make reward progress more visible and suggested engaging copy.
Checkout – Generic Discount Confusion
Redesigned the discount flow to clearly highlight ruby-based coupons and visually close the loop at checkout.
Order Completion – Missing Celebration
Introduced celebratory feedback and progress indicators after the order completion to create a rewarding moment.
No Distinction Between Rubies & Coupons
Separated ruby collections from available coupons with clear visual hierarchy and iconography for easier understanding.
Shop Profile – Copy Confusion
Simplified shop profile UI with a visual ruby progress bar for instant clarity on how close users are to unlocking rewards.
User Account – Non-Active Ruby Users
Made rubies visible for all users and guided them to eligible vendors, turning a hidden feature into an engagement driver.
Push Notifications
Added ruby iconography in notifications to make reward progress more visible and suggested engaging copy.
Checkout – Generic Discount Confusion
Redesigned the discount flow to clearly highlight ruby-based coupons and visually close the loop at checkout.
Order Completion – Missing Celebration
Introduced celebratory feedback and progress indicators after the order completion to create a rewarding moment.
No Distinction Between Rubies & Coupons
Separated ruby collections from available coupons with clear visual hierarchy and iconography for easier understanding.
Shop Profile – Copy Confusion
Simplified shop profile UI with a visual ruby progress bar for instant clarity on how close users are to unlocking rewards.
User Account – Non-Active Ruby Users
Made rubies visible for all users and guided them to eligible vendors, turning a hidden feature into an engagement driver.
Push Notifications
Added ruby iconography in notifications to make reward progress more visible and suggested engaging copy.
Checkout – Generic Discount Confusion
Redesigned the discount flow to clearly highlight ruby-based coupons and visually close the loop at checkout.
Order Completion – Missing Celebration
Introduced celebratory feedback and progress indicators after the order completion to create a rewarding moment.
No Distinction Between Rubies & Coupons
Separated ruby collections from available coupons with clear visual hierarchy and iconography for easier understanding.
Shop Profile – Copy Confusion
Simplified shop profile UI with a visual ruby progress bar for instant clarity on how close users are to unlocking rewards.
User Account – Non-Active Ruby Users
Made rubies visible for all users and guided them to eligible vendors, turning a hidden feature into an engagement driver.
Push Notifications
Added ruby iconography in notifications to make reward progress more visible and suggested engaging copy.
Checkout – Generic Discount Confusion
Redesigned the discount flow to clearly highlight ruby-based coupons and visually close the loop at checkout.
Order Completion – Missing Celebration
Introduced celebratory feedback and progress indicators after the order completion to create a rewarding moment.
No Distinction Between Rubies & Coupons
Separated ruby collections from available coupons with clear visual hierarchy and iconography for easier understanding.
Shop Profile – Copy Confusion
Simplified shop profile UI with a visual ruby progress bar for instant clarity on how close users are to unlocking rewards.
User Account – Non-Active Ruby Users
Made rubies visible for all users and guided them to eligible vendors, turning a hidden feature into an engagement driver.
Push Notifications
Added ruby iconography in notifications to make reward progress more visible and suggested engaging copy.
Checkout – Generic Discount Confusion
Redesigned the discount flow to clearly highlight ruby-based coupons and visually close the loop at checkout.
Order Completion – Missing Celebration
Introduced celebratory feedback and progress indicators after the order completion to create a rewarding moment.
No Distinction Between Rubies & Coupons
Separated ruby collections from available coupons with clear visual hierarchy and iconography for easier understanding.
Shop Profile – Copy Confusion
Simplified shop profile UI with a visual ruby progress bar for instant clarity on how close users are to unlocking rewards.
User Account – Non-Active Ruby Users
Made rubies visible for all users and guided them to eligible vendors, turning a hidden feature into an engagement driver.
Push Notifications
Added ruby iconography in notifications to make reward progress more visible and suggested engaging copy.
Checkout – Generic Discount Confusion
Redesigned the discount flow to clearly highlight ruby-based coupons and visually close the loop at checkout.
Order Completion – Missing Celebration
Introduced celebratory feedback and progress indicators after the order completion to create a rewarding moment.
No Distinction Between Rubies & Coupons
Separated ruby collections from available coupons with clear visual hierarchy and iconography for easier understanding.
Shop Profile – Copy Confusion
Simplified shop profile UI with a visual ruby progress bar for instant clarity on how close users are to unlocking rewards.
User Account – Non-Active Ruby Users
Made rubies visible for all users and guided them to eligible vendors, turning a hidden feature into an engagement driver.
Push Notifications
Added ruby iconography in notifications to make reward progress more visible and suggested engaging copy.
My recommendations to the CPO & CMO
My recommendations to the CPO & CMO
My recommendations to the CPO & CMO
Since loyalty spans the entire user journey, we coordinated with Product, Marketing, and Sales to ensure every part of the experience works together seamlessly.
Increase Flexibility of Timeframe
Personalized countdown when the user begins collecting rubies
Personalized countdown when the user begins collecting rubies
Optimize Effort-to-Reward Ratio
Reduce required rubies and consider strategies like the Endowment Effect (start users with 1 ruby to build perceived progress)
Reduce required rubies and consider strategies like the Endowment Effect (start users with 1 ruby to build perceived progress)
Simplify and Add Value
Reduce technical constraints/conditions and consolidate rubies and bonus incentives into a single progress path to create a higher value proposition
Reduce technical constraints/conditions and consolidate rubies and bonus incentives into a single progress path to create a higher value proposition
Improve Communication & Nudges
Make reminders more timely and personalized throughout the collection and highlight progress visually and confirm achievements in-app and via push/email
Make reminders more timely and personalized throughout the collection and highlight progress visually and confirm achievements in-app and via push/email
What I Learned
What I Learned
☺︎
Positive-looking data and revenue don't always tell the real story. The numbers said the scheme was healthy, but users’ experiences revealed a very different reality.
☺︎
☺︎
Positive-looking data and revenue don't always tell the real story. The numbers said the scheme was healthy, but users’ experiences revealed a very different reality.
Product often becomes the “vehicle” for Sales and Marketing, but this project showed me how essential it is for all teams to collaborate - not pull in different directions - so that business goals and user needs are met without compromising one for the other.
☺︎
☺︎
Product often becomes the “vehicle” for Sales and Marketing, but this project showed me how essential it is for all teams to collaborate - not pull in different directions - so that business goals and user needs are met without compromising one for the other.
This project made the value of proper user understanding so evident that the efood product team decided, for the first time since 2012, to open a UX Research role, which I was offered to build from scratch.
☺︎
This project made the value of proper user understanding so evident that the efood product team decided, for the first time since 2012, to open a UX Research role, which I was offered to build from scratch.