Clube is the perks club for all subscribers of the newspaper O Popular. It offers exclusive discounts for a variety of services such as restaurants, hotels, beauty treatments, and cinemas.
Physical cards were originally the medium used by club members to activate their perks at restaurants, hotels, and other partners. However, due to the cost and logistics, this had to be changed.
Vouchers were adopted as a replacement, but there was some user friction.
Members had to access the website and print the vouchers before every use. This change ended up not being adopted by either users or business partners.
Our goal was to understand what was withholding user adoption of the product.
Lead Product Designer
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Breno combines not only curiosity but also sharp analytical skills and brought us great results leading our UX Design team.Aline Marques, Product Manager
Our initial hypothesis stated that subscribers were not aware of the benefits available or, even worse, about the Clube itself.
If we wanted to increase user adoption, we had to grasp the users’ perspective of the product. We applied quantitative and qualitative research to analyse different aspects of the problem.
Are members using the product?
If not, why?
Through our call-centre force, we applied quantitative research with 945 subscribers, and 82% haven’t been using the perks club recently. The main given reasons were:
are not aware of the product
lack of time, opportunity, or habit
have no physical card or login access
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