Express
Loyalty Program Redesign
A loyalty program only works if people join it and then keep coming back. Ours was losing them at both ends: enrollment was a chore, and members drifted off once the rewards stopped feeling attainable. I led the redesign to fix the front door and give people a reason to stay.
The Challenge
- Signing up was enough of a hassle that plenty of people just didn't
- Existing members had quietly checked out, and nothing pulled them back
- The program treated every shopper the same, no matter how they actually shopped
- Rewards didn't match what people expected, so they felt let down
- The mobile experience lagged, right where most members wanted to engage
The Solution
- 1 Quick sign-up: enrollment trimmed down to almost nothing
- 2 A personal dashboard: progress, rewards, and offers in one place
- 3 Offers that fit: suggestions based on how someone actually shops
- 4 Reachable rewards: tiers reworked so the next reward always feels close
- 5 Consistent on mobile: the same experience whatever the device
Results
- An easier sign-up brought more shoppers into the program in the first place
- Reworked rewards gave lapsed members a reason to come back
- Offers tuned to real behavior lifted what people spent per order
- Members were happier once rewards finally felt within reach
- More of the program's activity moved to mobile, where members wanted it
Gallery
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"Points are easy to give away. The real goal was making people feel like the program was built around how they actually shop, not the other way around."