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loyalty redesign

case study


In my role as the UX Director at Express, I led a transformative project focused on redesigning our Loyalty Program. This initiative aimed to boost user engagement, streamline the customer journey, and drive higher participation in the loyalty program. This case study explores the challenges encountered, the extensive redesign process, and the impressive outcomes attained.


 Before the Loyalty Program redesign, Express faced several challenges:

  1. Complex Enrollment Process: The enrollment process was lengthy and cumbersome, discouraging potential members from joining the program.

  2. Limited User Engagement: Existing members were not actively engaged with the program, resulting in missed opportunities for customer retention and upselling.

  3. Lack of Personalization: The program lacked personalization, failing to cater to the diverse preferences and shopping habits of Express customers.

  4. Ineffective Rewards Structure: The rewards structure did not align with customer expectations, causing dissatisfaction and reduced loyalty.

  5. Poor Mobile Experience: The mobile app experience for loyalty program members was subpar, leading to decreased engagement among mobile shoppers.


Solution & Impact

Our solution was centered around creating a user-centric Loyalty Program, addressing the identified challenges:

  1. Simplified Enrollment Process: Redesigned the enrollment process to be quick and intuitive, reducing friction and increasing sign-up rates.

  2. Enhanced User Engagement: Introduced a personalized dashboard displaying members’ progress, upcoming rewards, and tailored promotions to increase engagement.

  3. Personalization: Utilized data-driven insights to provide personalized product recommendations, offers, and rewards, catering to individual preferences.

  4. Rewards Restructuring: Revamped the rewards structure to make it more attainable and rewarding, aligning it with customer expectations.

  5. Mobile Optimization: Optimized the mobile app experience for loyalty program members, ensuring a seamless journey across devices.


The comprehensive Loyalty Program redesign yielded remarkable results:

  1. Increased Enrollment: The simplified enrollment process led to a XX% increase in program membership, expanding the loyal customer base.

  2. Enhanced User Engagement: The personalized dashboard and tailored promotions resulted in a XX% increase in user engagement among program members.

  3. Improved Personalization: The use of data-driven insights increased the relevance of offers, leading to a XX% boost in average order value among program members.

  4. Effective Rewards Structure: The revamped rewards structure resulted in a XX% increase in customer satisfaction with the loyalty program, fostering stronger brand loyalty.

  5. Mobile Optimization: The optimized mobile experience led to a XX% increase in mobile engagement among program members, catering to the growing mobile shopping trend.

In summary, the Loyalty Program redesign project played a pivotal role in improving Express’s customer retention, engagement, and brand loyalty. This project not only addressed user pain points but also positioned Express as a leader in delivering a personalized and rewarding shopping experience, aligning with our brand’s commitment to style and innovation.

“The success of our loyalty program redesign isn’t just in the points earned; it’s in the bonds forged with our valued customers, turning them into lifelong advocates of our brand.”

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