This project is under NDA
Loyalty program design for a US$4B Global Fashion Leader
ROLE
Strategic
Designer
ADOPTION RATE
70%
TEAM NUMBER
+15
TIMELINE
3 months
Boston Consulting Group is one of the world’s leading management-consulting firms, which helps organizations tackle their most important challenges and capture new opportunities, from growth strategy to operational transformation and digital innovation. Today, BCG has tens of thousands of consultants globally and generates roughly US$13.5 billion in annual revenue.
This project is under NDA
Disclaimer on NDA-Restricted Content: To honor client confidentiality, select design artifacts in this portfolio have been altered or simplified. These modifications do not affect the integrity of the showcased design process or strategic approach.
Design Challenge
BCG partnered with a global retail player with US$4B in annual revenue to elevate customer engagement through a modern, data-driven membership and loyalty program, designed to drive long-term impact through higher purchase frequency, larger basket sizes, more efficient marketing, and richer customer insights.
The design challenge covered these three areas:
1.
Elevate the foundational value drivers
How to elevate the Rewards Program’s base benefits, e.g differentiating birthday gifts from standard marketing opt-in rewards and design an omnichannel user journey?
2.
Co-creating the reward-model's mechanics
How to create a sustainable engagement model that goes beyond purchase-based point and authentically reflects the brand’s identity? How would this model encourage customers to build long-lasting relationships with the brand?
3.
Prototype the sign up & reward flow
What should the sign-up flow look like, which customer information should be collected, and how should the rewards dashboard appear within the customer account page?
The Design Process
Co-created and co-lead ideation workshops and user journey maps.
01
Workshop and Journey Map
Co-create program engagement mechanics through gamification.
02
Gamification design
Prototyped user flows for the program sign-up and the member account.
03
Prototype user flows
Protocol design for Focus Group Discussions with customers in IT, DE and UK.
04
Concept testing with customers
01
Workshop and journey map
The workshop helped clients ideate how the base benefits from marketing opt-in can be elevated for the membership and loyalty program launch
The workshop aimed to elevate the current base benefits for the Rewards Program launch. Example: how do birthday gift benefits for this program differ from marketing opt-in benefits? What does the online/offline user journey look like? There were four base benefits we were looking into.
1.1 Workshop facilitators and participants set-up
I co-created and co-led the workshop with fellow design consultants and strategic consultants from BCG, with +20 members of the client's side (Product, engineer, and marketing managers) involved. This workshop was conducted online.
1.2 Workshop flow
The workshop consisted of 1) Understanding how others leverage the base benefits for reward program, 2) Ideating benefit concepts with clients, 3) Develop the concepts more, 4&5) Prioritize which benefit to choose
1.3 Omni-channel user journey map
The final output of this workshop is an omnichannel customer journey map as a guideline for clients when developing the new selected benefit idea. Including how the backstage with tech and data would look to deliver the seamless journey.
02
Gamification design
The Workshop with clients identified concepts for membership and loyalty program engagement mechanics through gamification
2.1 Workshop facilitators and participants set-up
I co-created and co-facilitated the reward mechanic workshop with +15 client participants, resulting in three concepts to further combined and develop. This workshop was done onsite in Amsterdam, Europe.
2.2 Gamification design outputs
Disclaimer: Due to confidentiality agreements, specific elements of the original design deliverables have been adjusted or omitted.
The versions presented here maintain the essence of the design intent and problem-solving approach
Three key concepts emerged from the workshop, highlighting the goal of creating a sustainable mechanism to maintain high-level customer engagement, increase sales, align with brand pillars, and reduce customer acquisition costs.
03
Prototype user flow and customer account
Prototypes for the sign-up flow and the reward program were designed and handed over to the client
3.1 Mobile-first Reward Program sign-up and customer account
Disclaimer: While the visual assets presented have been modified to comply with NDA obligations, they faithfully reflect the core user flow and design principles of the solution.
The prototype design was modified due to a non-disclosure agreement. However, it still reflects the key ideas and user flow for both mobile and desktop. I worked closely with UI/UX and visual Designers to lead the execution of the design vision, highlighting seamless sign-up and navigation to the reward program in the customer account.
The completion of the design prototypes was marked after they were handed over to the client.
04
Concept testing with customers
A Focus Group Discussion in three countries with three languages: German, Italian, and English was conducted to test the concepts
4.1 Focus Group Discussion protocol creation
The Focus Groups were conducted by market research agencies in three languages: German, Italian, and English. We provided the agencies with a clear protocol and guidelines for gathering initial feedback and assessing adoption likelihood from customers.
4.2 Focus Group Discussion indicated that The "Personal Path" (number 3) is the most preferred reward model
The result from the Focus Group: More than ~70% consumers said they'd redeem the benefits, and the personal path is the reward model they preferred. Members can choose from unique rewards and give us intel on their preferences
Designing a loyalty program at this scale was highly challenging, particularly when facilitating co-creation workshops with a large cross-functional group of 20–30 participants. Coordinating the workshop logistics and aligning everyone around ambitious objectives required significant effort. In hindsight, a more streamlined workshop format could have enabled a more efficient process and clearer outcomes.
The final membership and loyalty program design has since been implemented and is now publicly available on the client’s platform, which receives over 50 million annual visits.