Loyalty Program Personalization | UX Design
Signet Jewelers | 2024
The Loyalty program went through shifts to become banner agnostic across Signet brands. I was challenged with reimagining personalization for our Authenticated Loyalty members. Identifying opportunities within their shopping journey to 1.) Show available benefits/rewards 2.) Capture data to inform future personalization and
3.) Communicate program updates.
Audit of current shopping journey & identify opportunities for personalized Loyalty placements. Solving for authenticated members that have rewards available as well as those with none available.
Collaborated with UX Researcher for moderated user interviews to inform the benefit/reward hierarchy for what would be most important to the user in the program. Additionally where they would prefer this information to live - consensus was further up funnel in their shopping journey.
I built prototypes for additional research at certain touchpoints to identify the most effective approach for communicating personalized benefits. PDP research findings from one of the rounds shown below that informed refined designs for testing and eventually the final designs.
I detailed the logic for the personalization placement in how the Loyalty benefits or data capture for the authenticated member would display on the PDP alongside the marketing promos. Built with the constraints of Loyalty and marketing benefit layering restrictions.
Final Design for PDP Rewards Placement
Designed & tested into how we display our program information to our user specifically housed on their dashboard. Previous research showed users were confused into how the Loyalty program rewards/benefits functioned so I explored different ways to communicate the information both in copy and visually.
Prototype: Homepage Birthday Data Capture
Layering in gamification opportunities for authenticated Loyalty members, such as when placing an order and communicated the rewards they earned on it
