In an increasingly competitive market, customer retention was declining, signaling the need to strengthen loyalty and recapture share of wallet.

The existing rewards experience no longer met the expectations of luxury customers, who demand clarity, recognition, and seamless digital interactions.

Challenge

◆ Design a best-in-class luxury rewards program

◆ Deliver a seamless, app-first experience

◆ Increase spend per customer and foster long-term brand loyalty

◆ Align the new product with business goals and brand positioning

Goal

The solution was shaped through a structured, user-centric approach. A competitive benchmark helped define market standards and identify opportunities for differentiation, while a tiered user journey mapping revealed distinct needs, pain points, and expectations across customer segments.

I led the creation of user journeys for three key tiers and high-value users with premium benefits, ensuring that each experience felt coherent, fair, and aligned with the user’s status and expectations.

Low-fidelity wireframes were used early on to align stakeholders around layout and functionality. Their simplicity enabled fast iteration and productive validation sessions, allowing us to balance user needs with technical feasibility before moving into high-fidelity design.

Approach

◆ Early wireframes to help align stakeholders on structure and functionality, enabling fast iteration.

◆ Interactive prototypes to bring the experience to life, supporting management alignment, development feasibility, and user testing.

◆ Testing key scenarios, such as tier upgrades and demotions, to refine messaging, emotional tone, and flow.

◆ Iterative improvements in usability, clarity, and navigation guided by insights from testing, before and during development.

Actions

◆ A clearer, more intuitive, and scalable loyalty experience aligned with both user expectations and business goals.

◆ Strengthened engagement across customer tiers, supported future growth, and reinforced long-term brand loyalty.

◆ Reinforced the value of continuous cross-functional collaboration, adaptability, and maintaining a strong user-centered focus throughout a complex and evolving design process.

Impact