LET'S TELL A GREAT STORY!
LET'S TELL A GREAT STORY!
BUILDING A LOYALTY EXPERIENCE
Working side by side with Product and Creative Designers, I owned content strategy and taxonomy for a robust rewards program. We designed everything from site and app user flow to trigger emails and FAQs. We wanted to surprise and delight our customers with a user-friendly program. Get rewarded for shopping sustainably!
TIER TAXONOMY
I designed the content framework, from messaging to naming conventions like tier names. I did multiple rounds of user surveys to land on Star, Superstar, and VIT (Very Important Thrifter). The ideal titles had to tick these boxes:
Instantly rankable. Users should be able to understand at first glance which tier is highest or lowest. In our survey, over half of users were able to correctly rank Star, Superstar, and VIT.
Prestigious, but not exclusive.The best rewards programs make you want to show off when you reach that top tier. Many users surveyed they felt VIT felt playful and achieveable.
INFORM & DELIGHT
Rewards programs are supposed to be fun but most come off a bit dry. When designing the experience,
Reduce cognitive load. Vital information were divvied into digestible pages. Tooltips were used to keep copy on the page light.
Celebrate the customer. Modals for level ups, monthly updates, and eco impact reminded customers that their progress is a win for the planet.
Bake it in. It should feel like a natural part of the shopping experience. You thrift. You earn points for rewards. You thrift again. We added touchpoints throughout the site, including checkout and account.
Landing page (View live page)
Sitewide touchpoints
Modals of delight
Transactional & trigger emails
This was my first assignment building an entire information system from start to finish. The planning process involved anticipating not only what a customer wants to see, but what they need to see at every point of their journey. It made me a better “customer-first” designer and marketer.
