Redesigning the loyalty marketing page to increase enrollments.
I led the end-to-end UX and UI redesign, from research to delivering a more engaging and conversion-driven experience.
A well-known global beauty brand offering skincare and makeup products with a strong international presence and millions of loyalty program members worldwide.
Problem:
The loyalty program enrollment journey was underperforming. Customers often missed the value proposition, and the marketing page did not clearly communicate the benefits of joining. This created friction and led to lower-than-expected enrollment rates.
My Role:
I led the redesign of the Loyalty Marketing Page as the primary driver for enrollment. I conducted usability testing and competitive analysis to uncover pain points and opportunities. Based on findings, I restructured the page layout, clarified copy and benefits messaging, and optimized calls-to-action. I collaborated closely with product managers, developers, and QA to ensure accurate implementation and brand consistency across devices.
Process:
Research & Benchmarking: Conducted competitive audits and reviewed analytics to identify gaps in user understanding and engagement.
User Testing: Ran moderated usability sessions to learn how users interpreted the value proposition and where they dropped off.
Wireframing & Prototyping: Created low-fidelity flows, tested them, and iterated based on feedback before moving to high-fidelity designs.
Design System Integration: Used a scalable Figma design system with tokens and components to ensure consistency and speed of implementation.
Cross-Functional Collaboration: Partnered with product managers and engineers to align on KPIs and technical constraints.
Results:
Increase in loyalty program sign-ups after launch of the redesigned page.
Improved scroll depth and time on page, showing users engaged more deeply with the benefits.
Created a scalable, reusable template that accelerated future loyalty feature rollouts and reduced dev QA cycles.
