Loyalty Simplification
Year
2023
The opportunity
CVS's ExtraCare loyalty program, boasting 74 million members, presented a massive opportunity to drive deeper customer engagement and increase sales. However, user feedback consistently revealed frustration with the program's complex coupon feed. During user research, every participant mentioned the feed's overwhelming nature, describing it as a 'homework assignment' to find relevant deals. This was further evidenced by the fact that over 50% of checkouts involved unused coupons sent to card, indicating users' intent to save but their inability to effectively match deals with products. This disconnect presented a significant opportunity to simplify the experience and unlock the program's full potential.
Discoverability: Key features were buried in unintuitive layouts, leading to low user engagement.
Design Consistency: The lack of adherence to our design system created a fragmented experience.
Personalization: Limited tailored content reduced the program's relevance to users.
Accessibility: Barriers existed for users relying on assistive technologies.
2. Reimagining the Structure
• Site Mapping: Redesigned the loyalty map to simplify navigation paths.
• Taxonomy Innovation: Developed a dendrogram taxonomy to streamline content categorization.
• Lo-Fi Prototyping: Created wireframes showcasing the revamped loyalty feed, deals, and rewards pages.
• Hi-Fi Visuals: Established a cohesive visual language that reflects our design system.
• Mobile-Specific Designs: Delivered tailored experiences for ExtraCare and ExtraCarePlus members, addressing key user journeys.
