Beauty Brand Loyalty Program Design
At Firstborn, I worked on a project designing a unified loyalty system for 7 different beauty brands under one corporate brand. 4 of the brands already had their own loyalty program. As a UX designer on the team, I was responsible for strategizing the service, as well as creating intuitive and seamless user flows and wireframes. This project was particularly challenging because it was a function-heavy service with tremendous amount of data and restrictions, considering that the project had to be started from scratch, yet creating a seamless experience for the original users, migrating customers, and new clients.
The First step of the process was to understand the requirements, functions, and purpose of this Loyalty System. We went through a business requirement document of more than 200 pages that was comprised of types of users, different tiers, point systems, and rewards. I identified different user types and functionalities to create user flows and wireframes.
Type of users included:
Pre-enrolled: Members who will be invited and migrated from previous programs, thus requiring less data during registration
Non pre-enrolled: Members who will be new to the program
Proxy Registered: Members with registration started by one of the sale representative, where the required data will vary based on pre-filled information
Main user flows included:
Registration
On-boarding (Welcome Package)
Redemption (two types)
- Linking loyalty account to brand accounts
Type of rewards
- Products
- Can only be paid by points
- Classes/Events
- Can be paid by full points
- Can be paid by half money and half points
User Flow Document
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WireFrame DOCUMENT
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Key user flows and wireframes
Desktop Key designs
mobile KEY DESIGNS
