Redesign · Ecommerce
Care Club Loyalty Program Redesign
The goal of the Care Club redesign was to help users better understand the benefits of membership and encourage them to use their collected Coins, increasing user retention.
Key Goals
Increase the number of loyalty program members.
Increase Coin usage, especially for discounts of up to 50%.
Build a stronger premium brand image with exclusive club benefits.
My role
As a UX/UI Designer, I was responsible for understanding user and business needs, designing new sections of the platform, and iteratively testing and improving the solution.
design challanges
Challenge 1: Understanding the Value. How can we help users understand the full value of Care Club benefits and encourage them to use their Coins for discounts of up to 50%?
Challenge 2: Visualizing Membership Levels. How might we encourage users to level up and clearly communicate the better rewards and benefits available at higher levels?
Challenge 3: Reducing Barriers to Joining. How might we encourage users to join Care Club while reducing concerns about the required marketing consents (email, SMS, and phone contact)?
Research & Analysis
Research Methods
The design process was based on a data-driven and human-centered approach.
User Interviews
A key finding was that many users were not aware they could use their Coins to get discounts of up to 50%. Instead, they often chose smaller discount codes that were widely available.Google Analytics Analysis
We analyzed user journeys to identify where users dropped out of the registration process. We also examined users with a high number of Coins who were not using them but were still placing orders with external discount codes.Expiring Coins Analysis
We investigated how many users were losing benefits because they were not aware that their Coins were about to expire.
user problems
Unclear Benefits: Users did not see the full value of Care Club membership.
Unused Rewards: Users with Coins did not know how to use them effectively, for example by exchanging them for discounts of up to 50%.
Joining Barrier: Required marketing consents stopped some users from joining the program.
bussiness problems
Dependence on Discount Codes: Many sales came from influencer discount codes, reducing margins and weakening the brand’s premium image.
Low Coin Usage: Coins were not a key reason for making purchases, which reduced customer loyalty.
Premium Brand Image: Care Club needed to feel like an exclusive membership program.
Design process
Key changes
Redesigned Care Club Landing Page:
For non-members, we introduced clear messaging focused on the most valuable benefit: discounts of up to 50%.
For logged-in users, we added a dynamic section that instantly shows how their Coins can be used as a discount on items in their cart. If the cart is empty, the discount is calculated for a recently viewed product.
Membership benefits, such as free shipping and early access to products, were clearly separated and highlighted.
Creation of the Care Club Dashboard:
We created a dedicated Coin management section that clearly shows Coin history, pending Coins, and Coins that are about to expire. Previously, this information was difficult to find.
To increase engagement, we added a membership level comparison module. Users can easily compare their current benefits with higher-level rewards, encouraging them to progress through the program.
We integrated Care Club with the Flowme app by adding a connection status and club tasks section. Users can earn additional Coins by completing tasks, helping increase engagement and participation in the program.
Results & Conclusions
bussines results
+178% increase in new registrations, driven by clearer communication of benefits and improved visibility of the program. It is important to note that the Black Friday campaign may have contributed to these results.
-37.5% churn rate, showing a clear improvement in retention as new members were more likely to stay in the program.
Lower AOV (Average Order Value): A small decrease in average basket value was observed, requiring further analysis and optimization.
conclusion
Clear communication drives sign-ups: Showing the main benefits clearly helps motivate users to join the program.
Transparency increases engagement: A clear dashboard showing Coin value, available rewards, and point information helps build trust and encourages users to use the program.
Gamification strengthens loyalty: Membership levels and the Flowme integration keep users engaged and support long-term retention.
