Rebuilding a Loyalty Program Into a Platform
A project for ConnectArch
Context
ConnectArch is Eliane's loyalty platform for architects, interior designers, and civil engineers. It offers exclusive content, experiences, and benefits to strengthen the relationship between the brand and its professional community. The platform had a basic points system, fragmented experience, and usability issues. The challenge was to redesign it into a valuable platform that better met users' needs.
- Role
- Product Designer, UX Researcher, Intermediator
- Duration
- 1 year
- Skills
- UX Research, Heuristic Evaluation, Information Architecture, Interaction Design, Wireframing, Prototyping, Stakeholder Management, Design Systems, Analytics & KPIs
Goals
Platform Strategy
Expand the existing points program into a comprehensive digital ecosystem.
Rewards Experience
Design a secure and intuitive rewards system to track purchases and incentivize engagement.
UI Modernization
Modernize the UI with a minimalistic, intuitive layout to improve usability and retention.
Discovery & Benchmarking
I started with heuristic evaluations, benchmarking, and usability audits to identify opportunities. Stakeholder workshops aligned business goals and project requirements before design.
UX Strategy & Iterative Design
I redesigned the information architecture and user flows, validating decisions through prototyping and user testing while balancing technical feasibility.
Technical Alignment & Handoff
The final phase focused on aligning the design vision with the development team, making sure every component was documented, scalable, and ready for implementation. I also defined KPIs and analytics hooks so the platform could be monitored and improved over time.
Lessons learned
Scheduling delays reinforced the need for clear deadlines. Handoff gaps also showed the importance of structured documentation to keep development aligned with the prototype.
Impact
Increase in user engagement across rewards and community features
Reduction in friction during registration and points accumulation flows
Improvement in content interaction across multilingual CMS pages
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