ConocoPhillips KickBack Rewards landing page
User needs, information architecture, and wireframes (desktop & mobile)
Project overview
ConocoPhillips offered KickBack as a loyalty program that rewards customers with points good toward future purchases. They needed a brand-specific interstitial page for each of their three brands (76, Phillips 66, Conoco) that linked to the KickBack reward program’s
external, full site.
Initially the client wasn’t expecting much else than an image and summarized paragraph, but I took the opportunity to break down how the program works in order to best highlight its benefits to the consumer, which resulted in the client feeling “excited about KickBack Rewards!”
Date
Launched January 2014
Key contributions
- Led process of understanding loyalty card program details and user needs to inform content requirements.
- Created desktop and mobile wireframes with proposed information architecture and key interactive elements linking brand site pages with loyalty program external portals to be used across all three brands (76, Phillips 66, Conoco).
- Resulted in the client feeling “excited about KickBack Rewards!”
Agency / Team
Venables Bell & Partners
Greg Damiani (Art Director); Craig Ross (Copywriter)
