Loyalty Rewards

Overview

As the Lead UX Designer, I was responsible for shaping the entire user experience from strategy to execution. This included conducting foundational research, performing a competitive analysis of similar programs in the beauty and retail space, and developing a UX strategy tailored to the client's customers’ behaviors and expectations.

I led a small team of UX designers through multiple phases of the project—from low-fidelity wireframes to high-fidelity prototypes and final visual design. Together, we designed and optimized key components of the loyalty experience, including:

  • A new Loyalty Program Landing Page that clearly outlined benefits and tiers

  • Updated Account Page to allow user to view and manage their reward points.

  • Enhanced Product Detail Pages (PDPs) with loyalty integration (e.g. “Earn X points with this purchase”)

  • A Checkout Flow with options to redeem points and preview rewards in real-time

Throughout the project, I partnered closely with product managers, marketing stakeholders, and the development team to ensure alignment across business goals, brand standards, and technical feasibility.

My Role

  • UX Research Conducted foundational research and competitive analysis to define key loyalty features and user expectations.
  • Content Strategy Defined content strategy across critical touchpoints including landing pages, account page, product detail pages (PDPs), and the checkout experience.
  • Design Lead Led a cross-functional team of designers to develop user flows, wireframes, and interactive prototypes.
  • Cross-functional Collaborated closely with stakeholders, product managers, and developers to ensure a cohesive and scalable solution.

Research & Discovery

I began by conducting interviews, analyzing customer feedback, and studying competitors’ loyalty programs across beauty and retail sectors. Key takeaways:

  • Simplicity and transparency were crucial to user trust.

  • Customers wanted quick access to benefits and a clear understanding of rewards.

  • Seamless integration into the purchase path was essential.

Sephora's Rewards Program
Ulta's Reward Program

UX Strategy & Design

With findings in hand, I mapped out user journeys and collaborated with my team to:

  • Design wireframes for each key interface in the rewards flow

  • Prototype and test the experience across devices

  • Iterate based on feedback to fine-tune usability and delight

wireframe for website rewards program

Final Design Execution

We delivered high-fidelity visuals that integrated seamlessly with the Paula’s Choice brand, ensuring consistency and clarity across:

  • The Loyalty Program landing page

  • User Account page

  • Product Detail Pages with integrated points-earning information

  • Checkout with rewards redemption options

Outcome

The program launched successfully, driving a measurable increase in repeat purchases and email sign-ups within the first three months. User feedback highlighted the ease of use and the appeal of the design.

About this project

  • Paula's Choice

To strengthen customer retention and reward brand loyalty, Paula’s Choice set out to design and launch a new Loyalty & Rewards Program that would seamlessly integrate into their existing e-commerce experience. The goal was to create a system that incentivized repeat purchases, encouraged account creation, and increased customer engagement over time—all without adding friction to the core shopping flow.