Senior Product Designer · E-commerce
A loyalty programme people understand
Redesigned points, tiers and rewards so members could see what they had earned and what to do next.
- iOS
- Android
Results
- 19% → 31%
- Members redeeming a reward
- +7%
- Repeat purchases in 90 days
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The problem
Only a fifth of loyalty members had ever redeemed a reward. Interviews showed that most did not know how many points they had or what they were worth.
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What needed to be done
Make the value of membership obvious in the first month.
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How the right problem was found
I tested the old screens with ten members. Nobody could say what a point was worth. I replaced points with money-value language, added a clear "next reward" progress bar and a reminder before points expired.
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The outcome, measured
More members redeemed rewards, and the loyalty team used the new language across email and stores.
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A closer look at the work
Skills and tools
Methods
Usability testingPrototyping
Tools
Figma
