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 Product Designer, I worked on the UX and UI of the Care Club redesign. I turned user needs and business goals into simple product solutions. I worked closely with the Product Manager, analyst, developers and copywriter during the whole project.
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
Together with the analyst, we analyzed user journeys to understand where users left the registration process. We also identified users who collected Coins but still used external discount codes. Based on these insights, I designed solutions to better communicate the value of Care Club.Expiring Coins Analysis
We also analyzed how many users lost their Coins before using them. This helped me design better visibility for expiring rewards inside the dashboard.
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:
I redesigned the landing page to clearly communicate the biggest benefit of Care Club — discounts of up to 50%.
For logged-in users, I designed a dynamic section showing how their Coins could be used as a discount on products.
I reorganized membership benefits to make them easier to scan and understand.
Creation of the Care Club Dashboard:
I designed a dedicated Coin dashboard where users can easily check their balance, pending Coins and expiring rewards.
To encourage users to level up, I designed a comparison module showing the benefits available at higher membership levels.
I designed the Care Club integration with the FlowMe app, allowing users to earn additional Coins by completing tasks.
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.
