Loyalty & Rewards Experience Across Web and App

Design Project · 2024 · Cologne

**Short Overview** Design of a unified loyalty and rewards experience with clear tier progression, personalized offers, and contextual reward visibility during search and booking. **Problem Statement** Members did not understand how to earn or redeem points, and the loyalty status was buried in the profile area, disconnected from the booking flow where it mattered most. **Goals** - Increase loyalty engagement and repeat bookings - Make earning and redeeming rewards understandable - Bring loyalty benefits into the search and detail experience **Role & Responsibilities** Product Designer collaborating with the CRM, growth, and mobile teams. **Design Process** - Analyzed loyalty funnel and member interviews - Explored progress patterns (bars, tiers, "next reward" hints) - Prototyped inline reward badges on hotel cards - Tested comprehension of tier benefits with members and non-members **Key Design Decisions** - Clear tier progression with concrete next-step incentives - Reward eligibility shown on hotel cards and confirmed at checkout - Personalized rewards module on the app home screen **Impact / Expected Outcomes** - Higher enrollment rate for new members - More repeat bookings from mid-tier members - Better comprehension of program benefits in surveys **Skills Demonstrated** Loyalty UX, personalization, cross-platform product design, growth design. **Platforms** Web and Mobile