Harkins Theatres

Gift Card Balance Deposits

As part of the rebrand for Harkins Awards loyalty program, formerly My Harkins Awards, the ability for members to add funds to their card balance from external sources was a desired function.

Prototypes

Challenges

  1. A focal point of the Harkins Awards program is its proprietary debit card, positioned front and center on users' dashboards upon log in. However, prior to the overhaul, the only way members could accrue "cash" was with point balance conversions. The primary challenge was mapping out a new path for the addition of external funds without distracting or straying from established features.
  2. Two distinct sources were selected for deposits, credit cards and gift cards. That also meant two distinct interfaces, adding another layer of complexity to what had to be a simple process.

Approach

  1. For what is essentially a journey within a journey, I chose to "encapsulate" the deposit flow within its own modal on a screen overlay while keeping all other features one click away at any time. The entrance to the new path is a conspicuously placed button directly on the existing gift card image. The modal also maintained the gift card's approximate position in all instances, ensuring it remains the focal point and consistent with user expectations.
  2. If there was ever a time to utilize tabs, this was it. The two different deposit methods could not be combined without losing space and adding confusion. With each demanding its own screen, yet sharing the same card image, the solution was simple. A quick tab toggle allows a seamless transition between both.

Results

The rebranded, multi-tiered awards program rollout was successful and launched without incident. And Harkins Award card use increased by 1.57x within the first 3 months of introducing the new deposit methods and corresponding flow.