This project involves the design and implementation of a customer loyalty system aimed at increasing user retention and repeat purchase rates. The system allows customers to earn points with each transaction, which can later be redeemed for discounts on future purchases. Key components of the project include:
The loyalty point system was designed to reward customers not only for purchases but also for other forms of engagement, such as signing up, writing reviews, or referring friends. This incentive model encourages ongoing interaction with the website, ultimately driving higher user retention and conversion rates.
To support this functionality, the system requires the implementation of Single Sign-On (SSO) for seamless user authentication and a centralized dashboard where users can track their points, view earning activity, and redeem rewards.
At a high level, the platform is designed with two primary user views. Guest view is for non-members, aimed at promoting the loyalty program. Member view is a personalized dashboard for users actively enrolled in the program.
The guest experience focuses on introducing the loyalty program and encouraging sign-ups. An Account button with a dropdown preview, offering a quick overview of loyalty benefits. A dedicated landing page that explains the program in detail—how it works, benefits, and how to join. Visible prompts showing potential reward points users could earn on specific purchases, helping to drive interest and conversion.
Once a user joins the program, they gain access to a comprehensive dashboard features. Account setting where users get options to update personal details and change passwords and personal information. The reward points overview has a clear display of current point balance, with a breakdown of ways to earn and past earning activities. The redeemable rewards is a list of items or offers that can be redeemed using points, along with a redemption history. The member also has visibility on how much points they will earn with their purchase at the cart and checkout stages.
Given the information-heavy nature of the platform, clarity and organization were key—especially on mobile, where screen space is limited. To reduce cognitive load, the dashboard is organized into clearly labeled tabs, presenting content in digestible sections. This ensures users can easily find what they need without feeling overwhelmed.
I thoroughly enjoyed working on this project and embracing the challenges that came with it. From the initial research phase to mapping the user journey, I gained valuable insights into how existing loyalty programs operate and where they fall short. By identifying key user pain points through journey mapping, I was able to design targeted solutions that addressed real needs.
During usability testing, I gathered direct feedback on both the design and flow of the dashboard. This phase was instrumental in understanding what resonated with users and what didn’t. Based on their input, I made thoughtful adjustments to improve clarity, usability, and overall satisfaction.
This project deepened my understanding of user-centered design and reinforced the value of testing early and iterating often. It also strengthened my ability to balance business goals with user needs—an essential skill I’ll carry forward into future design challenges.
