Loyalty Programs Design + Marketing
DIGITAL CREATIVE AND DESIGN SYSTEMS ACROSS 16 LOYALTY PROGRAMS – MADE WITH REWARDS NETWORK
TL;DR
Managed creative and UX for 16 national dining loyalty programs, focusing on a user-friendly platform. Saw a 47% increase in user sessions and an 18% boost in user engagement, leading to higher revenue for Rewards Network and restaurant partners.
RESPONSIBILTIES
UX & Marketing Strategy, Creative Direction, Moderated Product & Partner Team Workshops, User Testing, Design Thinking, Web Design, Design Systems, Development Handover, Motion Design
BRANDS
Alaska Mileage Plus, American Airlines AAdvantage, Caesar’s Rewards, Delta SkyMiles, Free Spirit, Fuel Rewards, Hilton Honors, IHG Rewards, JetBlue’s TrueBlue, Marriott Bonvoy, Neighborhood Nosh, Southwest Rapid Rewards, Choice Hotels, Upromise, United Mileage Plus
TIMELINE
Year-Round Campaigns and Product Launches
During my time at Rewards Network, I managed creative and UX for 16 dining loyalty programs across industries. This entailed overseeing the monthly email campaign, reaching 22 million recipients and promoting 27,000 restaurants to over 20 million members.
The mission was straightforward: create a user-friendly platform that catered to both loyal members and newcomers, a demographic primarily consisting of busy travelers and diners. They needed a swift, intuitive experience to be enticed to join, alongside ease of use for managing their dining activity & rewards.
Our approach involved year-round creative strategy, refined design systems, UX improvements, and continuous refinements to administrative and marketing interactions. Annually, we distributed over 500,000 individual bonuses, tallying up to a whopping $144 million in bonus miles/points. Our UX optimizations led to a remarkable 47% increase in sessions, with users spending an impressive 18% more time on the platform.
The bottom line was a widely appreciated design system and platform that streamlined the dining rewards experience, encouraging members to continually earn and dine out at program restaurants. The outcome translated into increased revenue for Rewards Network and its restaurant partners, making everyone's taste buds and bottom line happy.
Rewards Network is a B2B focused company, but its consumer-focused page assists diners in selecting their dining program of choice, based on their preferred rewards.
Our goal for this page was to inform, educate and encourage prospects to learn about Rewards Network's dining programs and choose the one that best suits their rewards. Upon selection, members receive dedicated emails and visit the program's dedicated site.
This “Rewards Hub” page increased program enrollments, reinforced each program's value proposition, educated users on how to use the hub page and the program, and provided clarity on how to find restaurants on the shared program sites.
Once consumers choose their reward program of choice, they link to the homepage of the partner dining program. From there, dedicated marketing messaging and bonus offers entice the anonymous visitor to sign up, along with highlighting a handful of noteworthy restaurants in the area, and quick links to the dedicated restaurant search page.
A REFINED SEARCH EXPERIENCE RESULTING IN 27% MORE SEARCHES
My team and I enhanced the search results page, focusing on mobile usability and content visibility. By using richer merchant cards, we improved clarity and reduced complexity, allowing users to quickly access essential information. This resulted in a better user experience, increased business for merchants, and a more adaptable page for future updates.
My team and I devised three flexible molecules for rich merchant cards to contain variable content for restaurant info, benefits/rewards, and applicable buttons and actions. We also catered to different merchant types, eg. those using Rewards Network and those included in the ChowNow merchant acquisition (an additional 10k restaurants with less data). We balanced user, business, and legal needs, making sure all merchants were treated equitably.
With 95% of all mobile users searching for restaurants online and 75% of consumers deciding on restaurants based on online searches, we proceeded with a mobile-first mindset. We refined the map view in mobile, providing clear delineation between map and list views, as well as filter toggle buttons to help members find specific restaurants. This new pattern had to be applied across all Rewards Network dining programs sites.
Detailed restaurant pages, optimized for each member needs and wants
The restaurant detail page is a one-stop shop for all relevant info about a particular restaurant. It features primary details, restaurant-submitted events and specials, fellow member ratings and verified reviews, special offers, benefits availability, and a Google map view. Modal pop-up displays interior, exterior, and various food photos, in addition to current dining menus.
A design system working seamlessly across 16 different programs
Every brand visual and voice needed to be unique to stand out amongst competitors. Designs for the dining program user experience must work across all loyalty program brands and sites, with primary and secondary actions and proper brand elements (font, colors, iconography) taken into consideration and solved for globally, customizing where necessary and upholding brand specifications and digital usage for every partner program.
The primary action of these programs was to dine at participating restaurants, with the secondary goal of ensuring all relevant info was easily accessible at every stage of the buyer's funnel. An account center and 'snapshot' gave users info on their dining activity, rewards earned, verified review status, and progress toward the VIP top tier. A 'Earn More' page was created to learn about bonuses, LTOs, and credit card offers that multiply earning.
Program emails and engagement
Strengthening relationships with potential and existing members, the email touchpoints included Prospect and New Member series, administrative and triggered emails, and weekly marketing sends. Creative content featured playful on-brand messaging and reward-driven themes, plus member-customized data-driven details of nearby restaurants and bars. Results of the marketing efforts in 2022 showed 80% lift in click-thru rate, 40% lift in engagement, and a 3% lift in activation and spend.
Using video to help tell a clear + compelling story
Video was an effective way to explain program details quickly and concisely, with motion graphics to bring the brand to life. 'How It Works' explainer videos drove awareness and acquisition, especially around apprehension for linking a credit card for a free dining program.
Throughout my tenure, I spearheaded the management and expansion of 16 loyalty dining programs with over 20 million engaged members. Our team worked tirelessly to promote an extensive network of 27,000 restaurants, sending out a staggering 44 million personalized emails each month.
The results were remarkable. By implementing strategic UX enhancements, we witnessed a remarkable 47% increase in sessions and an impressive 8% boost in sessions per user year over year. Our design initiatives and UX direction, tailored to each program's unique brand and countless promotional opportunities, proved to be a constant massive undertaking—one we not only managed but excelled at growing and expanding each year.
From humble beginnings with just 7 programs, 10,000 restaurants, and 8 million members in 2014, we cultivated a design system and user-friendly platform that catered to both frequent foodies and newcomers alike. Buzz-worthy restaurants and delicious rewards awaited our members, making our platform a go-to for those seeking memorable dining experiences.
With an unwavering commitment to excellence, we turned every challenge into an opportunity, pushing the boundaries of what a dining loyalty program could achieve. Our portfolio stands as a testament to our dedication to driving loyalty, growth, and a user-centric experience that leaves a lasting impression on every member we serve.