Mobile App ——— 2023
Star Rewards
Summary
A convenient and frictionless experience was designed to boost enrollment in Macy's loyalty program—Star Rewards. The experience utilizes micro animations to offer instant feedback and to celebrate the customer as they begin their new loyalty journey.
Role
UX/UI Design
Brand
Macy's
The Opportunity
Approximately one million signed-in app customers are not enrolled in Star Rewards. By bridging this gap, we can ensure that these customers get the most value from shopping with Macy's by providing them with perks like free shipping, longer return windows, exclusive deals, and more.
The Solution
Enjoy a seamless one-tap enrollment process that is both delightful and practical. This experience allows customers to quickly sign up while they shop, appearing at the moment they are ready to checkout. It's a final call to action to enroll and receive immediate savings—not later, but right now.
Before
After
The Process
The efficacy of this design depended heavily on ensuring the interaction felt seamless and valuable to the customer, given its placement in a highly sensitive part of the customer journey. In order to get it just right, a lot of focus was placed on prototyping the interaction and working with developers to nail the expected behavior.
The other (less fun) aspect of the process was collaborating with our legal team to ensure that the language used limited our company's liability while effectively communicating the main value proposition to the customer.
Animation
It was essential for the customer to feel celebrated as they embarked on their new loyalty journey with Macy's. To enhance this experience, we incorporated a fun confetti animation that plays when a customer successfully enrolls. The animation fades out quickly to avoid being disruptive. The confetti features colors from the loyalty program, providing a playful way to reinforce the customer's new tier.
The Final Experience
Our legal team later determined that certain terms and conditions needed to be explicitly stated in the default view. The updated version incorporates these requirements and features a refreshed visual design for the loyalty program, including new colors.
Before
After
