What was the problem?

Many users accumulate Yums without actively spending them, leaving value untapped and engagement low. With over 500k users holding at least 1000 Yums across IT, FR, and ES, the challenge was to increase point utilization while creating a simple, clear, and trustworthy redemption experience.

In the past we launched a similar feature (convert 2.000 Yums in TheFork Gift Cards) and despite a multiple-step and manual process, the user are satisfied with the experience and the new opportunity they had.

"I would like to use this feature in the future"
here some results from the previous test we conducted

Assumptions & ideations

We began with the assumption that users were not spending their Yums because they lacked alternative ways to use them, particularly options closer to the payment experience. Our hypothesis was that providing a straightforward and rewarding method to convert points into GiftCards would increase engagement and perceived value.

We also explored alternatives such as converting Yums into discount codes for specific culinary experiences or preset menus in high-end restaurants.

From a user perspective, the need was straightforward: they wanted a meaningful way to spend their loyalty points.

We conducted a bunch of qualitative and quantitative research to understand what our loyal users were most interested in, and the results were pretty interesting and clear.

Loyalty Program Interest - all user segments & all countries (researches conducted in 2023)

From a business perspective, converting unused Yums into GiftCards promised to drive engagement, increase perceived loyalty value, and strengthen the connection between rewards and bookings, especially increase a lot our CVR (potentially)

Solutions

Starting from the previous experiment we launched, the final design was straightforward and focused on clarity. We created a seamless flow that allows users to convert their Yums into GiftCards in just a few steps. Although the process had to be implemented as a webview due to technical limitations, we ensured the experience remained smooth and intuitive, minimizing any noticeable differences for the user.

To increase trust and reduce fraud, we added validation checks and emphasized transparency throughout the flow. We also made sure that communication around how the GiftCards work was clear and easy to understand, preventing potential frustration or confusion for diners.

These insights guided the design toward a solution that balances ease of use, motivation to convert, and fraud prevention, ensuring both a satisfying user experience and measurable business impact.

Impact & outcomes

The first MVP test was stopped early because we reached the target of 2,000 conversions within the first two days, even though the goal had originally been set to be achieved over the first 30 days!

The feature drove 4.9K legitimate conversions, representing a 13% year-over-year increase, while also reducing fraud by 24 points.

Reflections & key learnings

This project reinforced the importance of making complex systems simple and transparent for users. Even small technical constraints, like implementing the flow as a webview, can affect perception, so attention to detail and careful communication is key to maintaining a smooth experience.

I love how this project highlighted how unlocking idle user assets can drive measurable business impact. By turning unused Yums into tangible rewards, we increased engagement, conversions, and user satisfaction, demonstrating the strategic value of thoughtful, user-centered design.