Redeeming rewards, one journey at a time.

My Role

As a member of Team: Connect, I led two episodes of The Eye of the Designer, a design review to identify opportunities within a customer journey focused on the Hudson’s Bay Rewards program.

Deliverables

Audit of two customer journeys, actionable items to be added to the backlog, hi-fidelity mobile app concept

Overview

The Eye of the Designer is a design-centric audit to identify opportunities to improve the customer experience across a specific journey. Each audit is accompanied by a blue-sky concept designed to stretch our creative problem-solving.

The Problem

The Bay’s reward program worked well in-store, but the manual method of converting points to dollars online at checkout kept 13% of customers from redeeming their rewards.

The Review

I identified opportunities by applying accessibility, behavioural design, interaction design, information architecture, and visual design principles to each journey.
  • 146 opportunities found
  • 28 design principles broken
  • 79% drop-off rate when signing up for the rewards program
  • 87% of customers redeemed their points at checkout

The Concept

What if we could make redeeming rewards an interactive, long-term journey by providing customers with what they value? A little bit of research uncovered two crucial archetypes, the saver and the spender.

The Final Design

Grounded in behavioural design principles, I was able to design an experience that focused on making it easy for both our customer archetypes to redeem points and enjoy moments of surprise and delight.

A Refreshed Rewards Program

  • Quickly see how many points you have and your membership status
  • Scan your rewards card in-store to earn points
  • View your point history
  • Earn bonus points daily

A Super Powered Wishlist

  • Add items to your wishlist and quickly turn them into savings goals
  • Earn points and save up to meet your goal
  • Buy your wishlist item with points

An Easy Way to Redeem Points

  • Always know how many points you have
  • Quickly redeem points in increments
  • See how many points you earn with every purchase

The Prototype

Designed with interactions in mind, this native application leverages common patterns found in many apps, making it intuitive and easy to use.

The Next Steps

With two episodes of The Eye of the Designer complete, we had plenty of opportunities to add to our teams’ backlog.

Team Objectives

  • Engage key stakeholders in a workshop to prioritize opportunities with the Value-Effort Matrix
  • Develop an intake process for upcoming episodes of The Eye of the Designer
  • Work with the Design System team to identify and update broken patterns within the current experience

Thanks for Reading!