Driving User Engagement and Cost Savings: Implementing a Thoughtful Points Expiration Program
Background
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As a product manager for Evidation’s consumer apps of over 4 million users, I spearheaded the implementation of a points expiration program and product, saving the company millions of dollars.
The consumer Evidation app rewards users with points for actively participating in their health journey, such as tracking steps through wearables or joining research programs. These points can be redeemed for cash. While points proved to be effective in fostering engagement and boosting participation in client studies, the Evidation app lacked a points expiration system, resulting in a substantial accumulation of unredeemed points worth millions of dollars.
Recognizing the importance of our users' points and the need for a meticulous approach, I collaborated closely with data science, marketing, engineering, design, legal, and customer support teams to create a thoughtful points expiration product and plan.
My Role
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Recognizing the importance of our users' points and the need for a meticulous approach, I collaborated closely with data science, marketing, engineering, design, legal, and customer support teams to create a thoughtful points expiration product and plan.
Key Contributions
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Developed and launched a points expiration policy and program, which included the following components:
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Expiration of points for inactive users.
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Ensured that data collection ceased after point expiration, maintaining user trust.
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Created a launch communication plan to set clear expectations and provide a seamless experience for users interested in re-engaging while retaining their points.
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Ensured internal tooling was in place to effectively manage user inquiries.
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Conducted user research in collaboration with our design team, leveraging data from social media and support tickets. These insights guided informed product decisions throughout the process.
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Identified potential risks during the launch phase and implemented measures to mitigate them, such as:
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Conducting project-specific stand-ups and utilizing point estimation trackers.
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Prioritizing post-launch implementation for certain project components.
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Securing additional resources to support the successful execution of the program.
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Led the team to a successful launch through kick-off meetings, weekly teams meetings, daily stand-ups, sprints, retrospectives, and frequent progress updates on Slack.​
Results & Key Takeaways
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Cost Savings: The implementation of the points expiration program resulted in immediate cost savings, totaling over 9 million dollars at launch.
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Increased User Engagement: Reminders about points expiration through email and push notifications proved effective in boosting user engagement and reactivation, with over 1,000 users reactivating their accounts before points expiration launch.
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Ongoing Cost Reduction: The points expiration plan continued to save Evidation money over time while simultaneously increasing user engagement.
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Positive User Feedback: Our comprehensive communication roll-out plan ensured that users were well-informed, which contributed to maintaining user trust and delivering a positive user experience.
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Positive Team Morale: Despite the technical complexities and tight timeline associated with the project, the team exhibited exceptional dedication and collaboration. This was due to the extensive project management and communication throughout the project.
By strategically implementing a thoughtful points expiration program, I successfully navigated the collaboration across multiple teams and achieved substantial cost savings while bolstering user engagement. This case study showcases my ability to drive impactful product management initiatives that balance user needs and business objectives.