Membership incentivisation
The benefit of a Safara membership is that, when making bookings, the member accrues points which can later be used to discount further travel. The business model of Safara is to take membership payments. The challenge was to then make this deferred benefit understandable, and membership desirable to potential customer.
We came up with a number of models for customer acquisition –
- Blocking the site behind a membership gateway to create intrigue
- Membership sign up on first booking
- Membership after first booking to redeem points accrued on further bookings
We looked at the whole sign-up process, and developed user journeys and prototypes for different routes for customer acquisition. This allowed them to get feedback from potential investors and customers and other experts in the field and to develop their business model. Having more clarity then enabled us to look at more specific user types in more details – journey planning how, and who would receive the benefits of investing in the membership and how to to match the offering with their requirements
With confidence in the route they wanted to take, we moved ahead into full designs for search, listings, checkout as well as other blog and marketing pages. The brand has undergone a complete rebrand and name change since, but the product remains the same as the original vision
