David Jones
Revamping Rewards: Designing a Seamless Launch for a New Loyalty Program
CHALLENGES
The biggest challenge was explaining two different points systems in a way that felt simple, intuitive, and exciting. Members needed to understand both options at a glance and feel confident choosing what suited them best.
The design also had to remain consistent, scalable, and accessible across more than 70 email templates and a new landing page. Collaboration across multiple teams — design, development, UX, and CRM — was key to keeping everything aligned.
The biggest challenge was explaining two different points systems in a way that felt simple, intuitive, and exciting. Members needed to understand both options at a glance and feel confident choosing what suited them best.
The design also had to remain consistent, scalable, and accessible across more than 70 email templates and a new landing page. Collaboration across multiple teams — design, development, UX, and CRM — was key to keeping everything aligned.
INDUSTRY
Retail, Fashion, Marketing
PROJECT SCOPE
Designed the full launch experience for a new loyalty program — from acquisition to retention. This included a high-converting landing page and 70+ automated emails covering acquisition, onboarding, education for existing members, and transactional touchpoints.
BACKGROUND
The brand was sunsetting its old loyalty scheme and introducing a completely new program with updated benefits, a refreshed identity, and a new points structure.
Retail, Fashion, Marketing
PROJECT SCOPE
Designed the full launch experience for a new loyalty program — from acquisition to retention. This included a high-converting landing page and 70+ automated emails covering acquisition, onboarding, education for existing members, and transactional touchpoints.
BACKGROUND
The brand was sunsetting its old loyalty scheme and introducing a completely new program with updated benefits, a refreshed identity, and a new points structure.
Solution
The landing page introduced the two points systems through clear visual comparison and hierarchy, using simple iconography and concise copy to explain benefits and different options.
The email journey reinforced this with contextual messaging — educating new members on how to switch, earn, and redeem depending on their chosen path.
The email journey reinforced this with contextual messaging — educating new members on how to switch, earn, and redeem depending on their chosen path.
I built a mini design system in Figma, creating modular, reusable components to ensure visual and structural consistency across all emails and the landing page.
Working closely with developers and the CRM team, we implemented mobile-first and dark mode–friendly email standards, improving readability and accessibility across multiple devices.
Working closely with developers and the CRM team, we implemented mobile-first and dark mode–friendly email standards, improving readability and accessibility across multiple devices.
Results
- 85K new members joined in the first month
- On track for 300K by Christmas
- 290 million Rewards Points earned
Engagement and conversion exceeded expectations, with a seamless rollout across marketing and transactional channels.
Building a scalable system for such a complex launch reinforced consistency. By creating a design framework that worked across every message and device, the team could communicate big changes confidently — and members could engage without confusion.
Conclusion
Building a scalable system for such a complex launch reinforced consistency and ease of scale.
By creating a design framework that worked across every message and device, the team could communicate big changes confidently — and members could engage without confusion.
By creating a design framework that worked across every message and device, the team could communicate big changes confidently — and members could engage without confusion.