The Membership team is maturing, and so are our ways of working

On the Membership team we’re switching up how we organise ourselves to help us be more effective. Here’s why and how we’re doing it.

Evolving with the product

As teams mature, ie, they get bigger and the scope of work widens, it’s not hard to figure out that they’ll need to reorganise. American investor Ben Horowitz famously wrote about this in the book ‘The Hard Thing About Hard Things’. He said he believes that every time a team doubles in size, it should review its ways of working.

We’re doing something similar in the Membership team. Back in September, the product management team was just one person, Derek Harvie. Since we relaunched Membership, the scope of work has been getting larger so the team needs to scale up. The product team is now 4 people to reflect the change. One of those newbies is me.

Realising we’d outgrown stuff

When I joined, we had 3 teams: Blue, Orange and Pink. They were named after the colour of the post-it note that corresponded with what they were working on in the backlog. And that all made sense when the team was starting out; being lean and nimble negated the need to be aligned. But as our ambition for Membership grew, the team became more and more thinly spread and it became more difficult to properly focus on one thing, and really do it well.

Clarity around where we’re going (and how to know when we’ve got there)

We’ve introduced OKRs (objectives and key results) to make sure that everybody is moving together, in the same direction and aiming for the same things. Now, each team has a set of objectives and has agreed on a set of results that will show when it’s achieved what it set out to.

We looked for natural ways to split up the work so teams don’t have competing objectives. It means they can be in control of their own scope of work without lots of dependencies.

4 teams, 1 direction

At this point we naturally fell into 4 teams. This time, we’ve named them in a (slightly) more self-explanatory way. There’s:

  • More members (recruiting more members)
  • Member trading (looking at how our members shop with us)
  • Member engagement (engaging with Membership, causes and community)
  • Member services (managing the membership platform, ie, the backend infrastructure)

With clarity comes better prioritisation

Now we’re all on the same page we’ll find it easier to prioritise. Before, it was hard for the team to understand what to work on next because the tasks in the backlog fell into different areas.

Prioritising will be much simpler now we have the 4 teams working on different areas. Tasks are compared against other tasks from within that area so now it feels like we’re comparing apples with apples rather than apples with pears!

Better for us. Better for stakeholders

Working in this way is also really good in terms of how we’re working with stakeholders. The old way of working meant we had 30 plus stakeholders all wanting the tasks that fell under their area to be the priority. Hopefully, things will be calmer now each team has around 10 stakeholders to work with and include in decision making.

In a few more weeks we’ll be able to see if we’re achieving our targets and back it up with data, but at the moment it just feels like the right way to be working.

The team will continue to grow. Keep an eye on our work with us page.

Adam Warburton
Head of Membership Product

The first 8 months of the new Co-op Membership

We’ll be talking a lot about Co-op Membership, in the company of many of our members, at our Annual General Meeting tomorrow. We’ve also just had a retrospective where leaders from across our business got together to look at Membership. We reminded ourselves of what we originally set out to achieve, evaluated our progress and discussed what’s gone well and areas we feel we can improve on.

This seems like a good time to talk about where we’re at.

A good start

We launched the new membership scheme back in September last year and we’ve been blogging about the progress we’ve made since.

In January, we posted about our ambition: we want 1 million new members this year. Last week, Mike Bracken announced that we’ve reached 850k new members. It’s been a fantastic team effort to get to this point.

Members have earned over £45 million from the 5% they get back by buying our own-brand products and services. They also earn 1% for local causes and since September they’ve accumulated £9 million. Last month we gave that £9 million to over 4,000 local causes across the UK.

And it’s not just about new Membership. We’ve also reconnected with our loyal existing members. Since September, almost 1 million of our existing members have started to use their cards again. This means we now have 4.5 million active members trading across all our businesses.

You can see how membership is doing here.

But there’s still room for improvement

We’re pleased with what we’ve achieved over the past 8 months but there’s still much more to do. We’ve been listening to feedback from colleagues, members and customers along the way so we can continue to improve things. We do regular user research and retrospective reviews to make sure we’re continually building a membership scheme that works for our members. This is reflected in our service map that Jack blogged about recently.

photograph of Membership service map.

Just 7% of members chose a local cause during the first 6-month cycle

Members love the idea of choosing a local cause to support with the 1% they earn on own-brand purchases, but they’ve also told us that choosing a cause needs to be easier.

The team has been working hard to make it simpler on the website. We’ve iterated our design in line with learnings from research and the rate of members choosing a cause has increased by over 10%. We’re now looking to make choosing a cause simpler and more accessible in store.

There’s some confusion around reward structure

Screenshot shows Membership dashboard and rewards in punds and pence. And dividends.

We found that people get confused when a loyalty scheme rewards them with ‘points’. They ask: ‘but what are they worth?’ To make things simpler, Co-op rewards are shown in pounds and pence. But, because Co-op members are rewarded in 3 ways (dividend points, the 1% community reward and the 5% member reward) there’s still some confusion with members around how much they’ve actually earned and how to spend it.

We’ve been doing trials in store to make it easier to understand what the 5% means in terms of value by highlighting receipts, printing coupons with value and changing labeling on the shelves. We’ll be looking at making our communications simpler through things like member pricing and member baskets.

Not enough temporary member cards are fully registered

At the moment, customers can pick up a temporary card in store and start collecting rewards immediately. Then they need to register their temporary card online to become members and to be able to use their rewards. Not as many people are doing that as we’d like so we’re looking at how we can make it easier to do the whole thing in store.

We’ve been testing different options and will be running more pilots in June including use of in-store tablets and SMS messaging. We have also been considering how we take the £1 share payment. This is a really important step to be recognised as a member and we need to make it easier.

Helping more members have their say

When you’re a member you have the chance to influence what we do and how we do it by joining in. The membership website offers opportunities to ‘Get involved’. Recently, members sampled our new beers and wrote the tasting notes – a great example of the Co-op difference! Although we’ve seen some fantastic involvement from members, we think we can do more to help them find out about the opportunity in the first place.

We know that most involvement has been from new members, aged under 30, who have seen the ‘Get involved’ section of the site when they’ve completed registration. We’re looking at how we can display these opportunities in the right places to make them much more easy to find for all members.

Where we’re going from here

We’ve been listening to colleague, member and customer feedback as we’ve been going along so we can make improvements. We’ll never stop doing that. Next we’ll be thinking about new products and services we can launch, and we’re developing a plan as to how we’ll better meet our members needs on mobile throughout the rest of the year.

This is just the start. There’s a lot more to come.

Roberto Hortal
Director of Membership Products and  Services

Getting aligned with a Membership service map

We launched our new Membership in September 2016. It’s a really massive and complex area of work and spans all 5 Co-op businesses from Food to Legal Services; Insurance to Funeralcare and Co-op Electrical. Our role at Co-op Digital is to support those 5 areas by making stuff as simple as possible for potential members to join and existing members to get stuff done and join in.

Anyway, since we launched, the Co-op Digital Membership team has been working hard to improve the online and offline experience for members and potential new members.

A ‘journey map’ for product teams

Six months ago, product manager Derek asked our team, plus Matt Edgar from Stick People, to map out the granular interactions of the membership experience on a wall in Angel Square. The digital team uses this to prioritise and keep track of the work they’re doing. On a weekly basis, they gather around the wall and update it with work in progress, problems, research and data.

It’s working well and gives the digital team a good level of autonomy.

user journey map on the wall in 1 Angel Square

However, because there are lots of people working on Membership who don’t necessarily work in digital, this level of detail isn’t understood by everyone. (Which is ok, digital isn’t everyone’s expertise). The map is also stuck to a wall so it’s not accessible to some of the wider team.

So we figured we needed a separate but related, digital as well as physical, higher level service map. It would include all the work on membership, not just the online part of it, and it’d be accessible to everyone. This way, absolutely everybody who needs to know, can be in the know.

Different user, different service map

So that teams and stakeholders can get an overall view of the activity that’s going on, Lawrence and I started mapping out the framework for a service map, or blueprint, to help everyone see the end-to-end experience, both online and offline.

Using this framework as a foundation we held a workshop with the delivery teams, the marketing team and the data science team to add what we know. And what we don’t know.

delivery teams and supporting functions adding to the map

The Membership service map covers everything from when a customer becomes aware of the membership proposition, through to the sign-up process, earning and then spending rewards, choosing a local cause and voting at the AGM.

photograph of Membership service map.

The purpose of the high-level service map is to:

  • see all the steps within the end-to-end journey
  • highlight what we know about user behaviour and service at each stage (quantitative and qualitative)
  • highlight colleague and touchpoint interactions at each stage
  • highlight metrics and data we track at each stage
  • show all the known work being carried out at each stage

The service map will add value because it will:

  • give us a single source of truth
  • make it easy for stakeholders to understand membership and engage with it
  • make our work visible to the rest of the organisation
  • show pain points, opportunities, recommendations for testing
  • help teams see what other sub-teams are working on and work together effectively
  • be the focus of membership service decision making in the future

Service mapping at the Co-op: it’s early days

Service design is a fairly new way of thinking and working at the Co-op but there are plenty of examples around the business of how useful this role can be.

The Funeralcare digital service uses a service blueprint to map the complex business of arranging a funeral from the colleague, logistical and customer viewpoints. And the Leading the Way team has mapped out the overall colleague, customer and product experience in stores.

What now?

Going forward we’ll use the map to monitor the service and make changes. The team will continue to work with the wider business to improve the service. 

Jack Fletcher
Interaction designer

Giving local causes the £9 million our members have earned

Co-op members earn 5% for themselves and 1% for their local cause when they buy Co-op own-brand products. The local cause funds have been building up since we launched our new membership in September and have reached approximately £9 million.

Six months on, we’re now starting to pay that £9 million to the 4000 local causes over the UK.

To celebrate, we worked with director Shane Meadows to show some of the projects our members have been supporting. Here’s his film.

Thank you to our members for helping us make a difference to your local communities. Like George the Poet says in the opening line of the film, “Great things happen when we work together.”

If you haven’t already, join us and become a Co-op member.

Mike Bracken
Chief Digital Officer

Members, have you chosen a local cause?

This Saturday, 8 April, is the deadline for Co-op members to choose which local cause their 1% will go to. If you haven’t chosen already, sign in online and you’ll be prompted to choose one. You’ll see this: 

screen shot of what the page looks like in a member's account who hasn't chosen a local cause yet.

From this date we’ll have a new set of projects in your community for you to choose from.

How it all works

Each time members buy a Co-op branded product and swipe their membership card, they earn 5% for themselves to spend at the Co-op and 1% for their community. They can choose which local cause their 1% goes towards.

And things are going well. At the time of posting, Co-op members have raised over £4 million for local causes. Co-op supports up to 3 local causes in over 1,500 communities across the UK. You can learn more about how we’re getting on on our local community fund page.

We talk about the 5% and 1% stuff regularly on the blog but we haven’t spoken in much detail about how everything works behind the scenes. So here’s what happens next.

Paying out after 6 months

We let the funds from the 1% build up for 6 months, so in this case it’s from September when we launched the new Membership, to now.  

At the end of each day a member’s 1% balance is checked and one of 2 things happen. If a member has selected a cause, the 1% earned goes into that pot. If they haven’t, the funds stay put in an unallocated pot.

At the end of the 6-month cycle we’ll do the number crunching. Then we’ll split the 1% balances for anyone who didn’t choose a cause equally between the causes in their community. We’ll then send the sums over to the Charities Aid Foundation (CAF) and they’ll process the payment so each local cause gets what they’re due.

See where your money’s going

Very soon we’ll have a new page on the Membership website where you can see your giving history. The page will show a list of the causes that you’ve supported. From here you’ll be able to see how much you’ve contributed as well as revisit the profile pages of the local causes to see how much they raised.

A new set of projects from local causes

If you’re a member you’ll carry on supporting the cause you chose until 8 April or until you choose a different one. On 9 April however, we’ll have a new set of projects from local causes for you to choose to give your 1% to. Between November and January, local causes applied to be part of the new round of funding. Since then we’ve checked the applications are eligible and have given our colleagues a say in which local causes they want to be part of the Local Community Fund.

You can become a Co-op member online or pick up a temporary card in store.

You can see the latest data on the 5% and 1% rewards on our Membership data page.

Liam Cross
Agile business analyst

How members joined in, drank beer and wrote the tasting notes

We set up the Co-op Member Voice team to, well, give Co-op members a voice. We’ve been engaging with members both online and in their communities in many ways. We’ve asked them to ‘join in’ and talk to us about their favourite pizza toppings, we’ve arranged community dog walks and we’ve done an awful lot of baby talk!

By speaking and listening to our customers and members, we’ve got a better chance of both meeting their needs and giving them what they’d like.

One of our first Member Voice engagements was when we gave 100 active members in Holmfirth 6 bottles of wine so they could host their own wine tasting event. We asked for their thoughts and used their recommendations and tasting notes in point of sale material in the Holmfirth store. All 6 types of wine saw an increase in sales when the member testimonies were seen by customers.

One of our most popular opportunities was when we asked members about their favourite local real ales. Over 900 members waxed lyrical about their favourite local tipples and you can see what we learnt on the main Co-op blog.

Try the beer, write the tasting notes

We had a big response to these opportunities so in January we invited 100 members to taste 3 brand new, not-even-in-the-shops-yet, Co-op own-brand beers: IPA, Triple Hop and Golden Ale. We asked members to taste them and tell us what they thought for the chance to see their tasting notes on the labels.

It’ll be interesting to see if members and customers react to the member comments on the packaging keeping in mind the successes of the Holmfirth wine trial on local wine sales.

Beer sampling on social

As you can imagine it didn’t take long for the 100 cases to get snapped up. Members were thrilled to be asked to taste and give their thoughts on our new beers and ales and took to Twitter to share what they were doing. You can see some of their tweets by searching #coopjoinin.

image shows tweet with twitter image. tweet says: 'cheers COOP can't wait to buy more of these especially GOLDEN ALE, just simply exceptional. twitter image shows man holding bottle and glass of beer.

image of tweet which includes a twitter picture. tweet says: 'really enjoyed trying three new beers for @coopuk. the triple hop was our favourite - highly recommended. Thanks for letting us #coopjoinin'

The 100 tasters then filled in a survey about the beers and the Beers, Wines and Spirits team chose a comment about each beer that would be printed on the corresponding bottle.

The Golden Ale tasting notes were from Michael Gibbons, a Co-op member from Luton. 

image shows the The Golden Ale label with member's tasting notes: ‘A smooth ale with a golden caramel complexion, the perfect beer for a summer garden.’

Sam Dineley, a Co-op member from Bristol wrote the Triple Hop tasting notes.

image shows The Triple Hop label and tasting notes:‘A complex but complementary blend of hops gives this beer a rich and rounded flavour with a subtle and smooth aftertaste’

And the IPA comment was from Tom Packman, a Co-op member from Essex.

image shows IPA label with tasting notes: ‘Good, traditional IPA. Voluminous, good body and fruity hop.’

A meet-up in a brewery

We invited the 3 members whose notes were chosen to Frederick Robinson’s Brewery where we make and bottle the ales. After a full brewery tour, we were taken to the bottling plant to see the Triple Hop bottles coming down the line and being filled and packaged ready to head to our Co-op Food stores. Then we tasted some of Robinson’s customer favourites, along with the fresh off the line Triple Hop.

The Co-op ales go on sale in our Co-op Food stores on 13 March and our members’ voices are shouting loud and proud from the label!

You can join in with a Member Voice opportunity by logging into your Co-op Membership account.

If you’d like to become a member you can sign up for membership. Join us!

Visit drinkaware.co.uk for the facts about alcohol.

Terry McLeod
Member Voice team

Making it easier to become a member

Last week we announced we’ve reached the 500,000 new member mark since we launched our new Membership in September last year.  

Earlier this year we also said that we want a million new members in 2017 and with that in mind, it’s really important that first-time users can register as easily as possible. That’s why, in our last sprint, the Membership website team focused on improving the user journey and reducing drop-outs.

Completing the online registration

To get an online member account you have to register on the Membership site. If you’re already a member then it’s a case of registering your card (or temporary card) you bought in store.

When we looked at data, only 34% of people who started to sign up as new members, ie those who hadn’t got any kind of membership card from coop.co.uk/membership were completing the journey.

Improving things for this user group is key to achieving our target of a million new members this year. Someone signing up here is potentially a new member that we might never see again if they leave the site at this point.

Something didn’t quite add up

Google Analytics told us that we were losing a significant number of people at the point where we asked new members to pay £1. At first we assumed that paying £1 was too much for some customers. But the 34% successful sign up rate didn’t match well with what we were hearing from users we’d talked to. We found that although some people questioned why we charge £1, their reactions didn’t indicate that a massive 2 out of every 3 of them would be put off by it.

From this, we hypothesised that the poor conversion rate might be down to people who were already members arriving at the £1 payment page. They would have already paid to join, so they could be the ones leaving at this point.

There are over a quarter of a million members with temporary cards who haven’t registered them yet. We know that after 28 days the chances of a card being registered falls dramatically so designing a user journey that helps temporary card holders succeed first time and become ‘active’ is vital.

How we improved the user journey

To solve this we added in another step into the process for anyone wanting to join as a new member. The important interaction change we made was to ask the customer if they had a Co-op card, rather than asking them to remember if they were already members.

screen shot of the 'check if you're a member' page showing the three types of membership card
We included images of the old ‘honeycomb’ card, the new blue card as well as an image of a temporary card as visual prompts. From there, if they have a card we take their membership number and direct them to sign in or register. Now, they don’t see a screen asking them for another £1. We only let people who say they don’t have a card progress further.

It’s working

Our latest data shows that 58% people who are routed to join follow this journey successfully: they pay £1 and become members. That’s a significant increase. Those we now redirect automatically to register are completing their journeys successfully too – which in its own way is important.

As an aside we’ve also reduced the risk of members duplicating their membership by joining online when they already have a membership number. This reduces the burden on our call centre, which currently is the only way members can link their accounts if they have more than one.

What we’ll be working on next

Our next improvement is looking at the sign in journey.

So if you haven’t done it yet it’s now even easier to join us!

Derek Harvie
Product manager

500,000 new members since September

We’ve passed the 500,000 new member mark since we launched our new Membership in September last year.

With the additional 500,000 members (531,000 is the latest figure) we have 4.16 million active members. This is fantastic because it means that there are now 4.16 million people who are earning 5% for themselves and 1% for their local cause when they buy Co-op branded products.

Celebrating 4,000 local causes with films

There are now 4,000 local causes which members can choose to give their 1% to and we were lucky enough to work with Shane Meadows on a series of films about some of them. On Monday we held a screening of the director’s cut – a combination of all the films in the series. We invited some of the people Shane featured in the films as well as local Co-op colleagues and Co-op Council members.

photograph of people watching the join us film at the screening

Hard work is paying off

I’d like to thank the whole team for their hard work making things better for our members and the local causes our members support. Of course, we’re not finished yet. We’ve already said  we want a million new members in 2017 and Channel 4 news anchor Jon Snow is one of the 90,000 members who joined us since 1 January.

Channel 4 news anchor Jon Snow holding up his Co-op membership card next to a Co-op colleague

You can keep an eye on our progress on our Membership data page.

If you haven’t already, sign up to become a member. Join us.

Rufus Olins
Chief Membership Officer

Join us! We want a million new members in 2017

In 2017 we want to recruit 1 million new members to our Co-op. That’s a million more people who can join us in making a difference to causes in local communities.  

Picking up where we left off

We made big changes last year. Our return to a brand identity rooted in the Co-op’s history meant we went back to being Co-op’. We also went back to putting our members and their communities at the heart of everything we do. Since we launched the new Membership in September, our members have already earned around £16m for them and £3m for local causes. We update the figures each week on our Membership Data page.

Nothing made up

If you become a Co-op member you get 5% back on anything you spend on Co-op branded products as well as 1% to put towards a cause in your local community. In 2017 we’ll be spreading the word so more people know about the difference that choosing Co-op can make and more people will want to join us. To achieve this we’re changing the way we’re communicating with our members and potential new members.

‘Nothing made up’ is one of our communication principles and that means we show real people in real communities who can benefit from becoming a Co-op member. It made sense then to make the people who keep the local causes going in communities the stars of the show.

A young man in a wheelchair playing basketball in a sports hall.

We also wanted to strip back the gloss of advertising and make something unembellished and emotive and show people being completely natural in front of the camera. We were thrilled to work with director Shane Meadows who does all those things superbly. He also shares our values.  

Real people. Real communities. Real causes

So Shane has created a series of short films that show some of the 4266 causes (at last count) that are being supported every day by Co-op members. You can see the films on our Youtube channel.

Here’s the director’s cut which will be shown in cinemas across the UK from 20 January.  

This is just the start. 2017 marks a new way of advertising our Co-op. We offer value with values and we’re going to shout about it.

You can keep an eye on our progress towards the 1 million new members on the Co-op Membership Data page.

Join us. Sign up to become a member.

Helen Carroll
Head of Brand

How user research is helping us improve the Membership site

My name’s Simon and I’m one of the user researchers on the Co-op Membership team, alongside my colleague, Vicki Riley. It’s our job to understand what members and non-members need from the service and find out what they think of it. This way we can act on their feedback and continually improve things. Whilst we’re responsible for user research, the whole team get involved in research sessions and meeting users so they can empathise with the people who use the services we’re building. This ensures they design with the user, and not themselves, in mind.

We don’t just rely on one method of user research to find out how people feel about the Membership service. We gather feedback in lots of ways and I wanted to share these with you.

Feedback through the website

The website has a ‘give feedback’ link. As of today, 7 December 2016, we’ve had 9469 comments. We’ve analysed them all and have been comparing them with what we learn from our other research approaches.

Phone call follow up

We often do phone interviews with people who have said they’re happy to be contacted about the website feedback they’ve given. This allows us to get more detailed feedback and also find out how people expect things to work.

Online surveys

We sometimes do online surveys of which allow us to range a wide range of people quickly and easily. These surveys are around 4 or 5 questions long. We’ve found that the easier it is for someone to give us feedback, the more likely they are to leave some.

Speaking to people in labs

We also speak to people in our research labs. These sound far more ‘scientific’ than they actually are. Research labs are usually a room with a computer, a microphone and a camera allow the rest of the team to observe the research. We invite people in, talk to them about shopping, loyalty cards, online services and Co-op Membership. We then watch people using the service as they complete tasks such as registering a temporary card or choosing which local cause to support. I ask them to talk me through what they’re thinking as they use the service so that we understand how they’re finding it.

Store visits

We already visit stores but we plan to do more of this.

Tracking website traffic

Finally, we also gather analytics from the website. This allows us to understand which pages people are visiting, how long they’re spending on pages, what they’re clicking or selecting, and which error messages are triggered most frequently.

By using a combination of these research methods, we have access to a wide range of interesting data about how people use the service.

Using research findings to improve

So here’s an example of how we’ve used what we’ve learnt from our research to make a change.

We’d seen through lab testing that people didn’t always understand that they could choose their own cause to support with their 1% for your community reward. We found people thought that we decided for them, or that they would email us later on with their choice. They didn’t notice there was something on the screen that they could click to choose a cause. Here’s how the page used to look:

The Membership page before our design changes. Many users weren't sure how to choose their cause in the 'your community' box

The comments from the feedback link told us the same thing. People had commented:

“I can’t find where to vote regarding where the 1% goes.”
“How do I select my preferred local cause please?”
“Should be able to select which charities I want to support.”

The analytics were backing this up too. We saw that a significant number of people were getting to the page with the ‘call to action’ (the bit where they could choose a cause) but they weren’t actually selecting one.

The team came up with an alternative design to try and make it more obvious how the user could interact with the page. It was a simple content fix. We added ‘See your local causes’ inside the box about ‘your community’. When we tested it with people in the lab, they understood it – they knew what to do. So earlier this week we put it live. Now the page looks like this:

New design of the Membership page includes a simple content fix in the 'your community' box. It now says 'See your local causes'

It’s early days but we’ve already seen more people selecting their cause and therefore benefiting their community. We’ve seen a 10% increase already. We’ll be keeping an eye on the feedback to make sure we’ve improved the journey. We’ll continue to research regularly and as always we’ll keep using what we’ve learnt to improve the service.

Members can visit membership.coop.co.uk to choose a local cause. If you’d like to become a member you can sign up for membership.

Simon Hurst
User researcher on the Membership team