Macy's Star Rewards
Loyalty Program
Macy's Star Rewards
Loyalty Program
Macy's Star Rewards
Loyalty Program
Macy's Star Rewards
Loyalty Program
Overview
Star Rewards is Macy's loyalty program with nearly 30 million members. As part of the strategy to increase the engagement with customers, Macy’s wanted to bring clarity and better understanding of the program, how it works, and the benefits and perks members are entitled to.
Overview
Star Rewards is Macy's loyalty program with nearly 30 million members. As part of Macy’s strategic plan to increase engagement with customers, Macy’s wanted to bring clarity and better understanding to the loyalty program—Star Rewards.
Overview
Star Rewards is Macy's loyalty program with nearly 30 million members. As part of the strategy to increase the engagement with customers, Macy’s wanted to bring clarity and better understanding of the program, how it works, and the benefits and perks members are entitled to.
Project
Macy's Star Rewards Loyalty Program
Disciplines
UX/UI Design — App & Web
Duration
8 Months
Project
Macy's Star Rewards Loyalty Program
Disciplines
UX/UI Design — App & Web
Role
Lead Product Designer
Duration
8 Months
Role
Lead Product Designer
Design Team
UX Director
UX Loyalty Manager
Project Manager
Sr. Product Designer
Brand Designer
Sr. UX Designer — Web
Sr. UX Researcher
Copy Writer
Role
Lead Product Designer
Design Team
UX Director
UX Loyalty Manager
Project Manager
Sr. Product Designer
Brand Designer
Sr. UX Designer — Web
Sr. UX Researcher
Copy Writer
Design Team
UX Director
UX Loyalty Manager
Project Manager
Sr. Product Designer
Brand Designer
Sr. UX Designer — Web
Sr. UX Researcher
Copy Writer
Responsibilities
- Defined the program’s features along side the research & marketing teams.
- Structured the program’s information architecture and created the user flows.
- Designed the Star Rewards new look & feel for Macy’s app & web in collaboration with the web team.
- Oversaw and mentored fellow designer in the team, collaborating actively in the design process.
- Collaborated alongside the project manager and the rest of the POD to ensure the program’s redesign workflow completion.
- Helped coordinate that the UX team, POD and the different stakeholder’s needs and interests were being addressed.
- Delivered designs and specs to the engineer team according to each platform workflow.
- Collaborated closely with the project manager and developers to ensure the proper translation of the SR experience.
- Helped the web team reflect the app experience into Web.
Responsibilities
- Defined the program’s features along side the research & marketing teams.
- Structured the program’s information architecture and created the user flows.
- Designed the Star Rewards new look & feel for Macy’s app & web in collaboration with the web team.
- Oversaw and mentored fellow designer in the team, collaborating actively in the design process.
- Collaborated alongside the project manager and the rest of the POD to ensure the program’s redesign workflow completion.
- Helped coordinate that the UX team, POD and the different stakeholder’s needs and interests were being addressed.
- Delivered designs and specs to the engineer team according to each platform workflow.
- Collaborated closely with the project manager and developers to ensure the proper translation of the SR experience.
- Helped the web team reflect the app experience into Web.
Responsibilities
- Defined the program’s features along side the research & marketing teams.
- Structured the program’s information architecture and created the user flows.
- Designed the Star Rewards new look & feel for Macy’s app & web in collaboration with the web team.
- Oversaw and mentored fellow designer in the team, collaborating actively in the design process.
- Collaborated alongside the project manager and the rest of the POD to ensure the program’s redesign workflow completion.
- Helped coordinate that the UX team, POD and the different stakeholder’s needs and interests were being addressed.
- Delivered designs and specs to the engineer team according to each platform workflow.
- Collaborated closely with the project manager and developers to ensure the proper translation of the SR experience.
- Helped the web team reflect the app experience into Web.
Old Design
The old design of Star Rewards dashboards and benefits pages lacked of overall clarity and looked tier generic. Benefits page information was too lond to process and it didn't explain clearly what the members were entitled to under their tier level.
The Old Design
The old design of Star Rewards dashboards and benefits pages lacked of overall clarity and looked tier generic. Benefits page information was too lond to process and it didn't explain clearly what the members were entitled to under their tier level.
The Old SR Design
The old design of Star Rewards dashboards and benefits pages lacked of overall clarity and looked tier generic. Benefits page information was too lond to process and it didn't explain clearly what the members were entitled to under their tier level.
Project Goals
1. Optimize the Star Rewards experience and improve the program’s information comprehension.
2. Present in an organized, easy to use manner the program’s different levels and benefits.
3. Create a new look & feel for the Star Rewards program across platforms.
Project Goals
1. Optimize the Star Rewards experience and improve the program’s information comprehension.
2. Present in an organized, easy to use manner the program’s different levels and benefits.
3. Create a new look & feel for the Star Rewards program across platforms.
Information Organization
We needed to understand and organize the different moving parts of the loyalty program, making sense out of them and destill the information to improve comprehension of the benefits they are entitled to.
Wireframes
With a more clear information structure, I strated wireframing. Iteration and multiple rounds of revisions were needed to arrive to the desired solution. Feedback, copy changes and quick testing were key to land on final designs.
User Flows
Star Rewards App
Created a clean and easy to scan dashboards (hubs) with information and benefits relevant to the member's tier, and dedicated screens where members could easily find more detailed information of their benefits and how to make the most out of them.
Star Rewards App
Created a clean and easy to scan dashboards (hubs) with information and benefits relevant to the member's tier, and dedicated screens where members could easily find more detailed information of their benefits and how to make the most out of them.
Star Rewards App
Created a clean and easy to scan dashboards (hubs) with information and benefits relevant to the member's tier, and dedicated screens where members could easily find more detailed information of their benefits and how to make the most out of them.
Web Version
Created a cohesive experience across platforms reflecting the app experience into the mobile web experience and creatiung an unified desktop experience.
Web Version
Created a cohesive experience across platforms reflecting the app experience into the mobile web experience and creatiung an unified desktop experience.
Auto Enrollment
As part of the effort to identify and properly identify each members tier, I created an autoenrollment feature that will allow Macy's identify members that create their online user profile for the first time allocating their respective Star Rewards tier.
Auto Enrollment
As part of the effort to identify and properly identify each members tier,
I created an autoenrollment feature that will allow Macy's identify members that create their online user profile for the first time allocating their respective Star Rewards tier.
Auto Enrollment
As part of the effort to identify and properly identify each members tier, I created an autoenrollment feature that will allow Macy's identify members that create their online user profile for the first time allocating their respective Star Rewards tier.
Design System
Star Rewards was the tip of the spear that opened the door and helped develop the Macy's design system for the App. This system components transcended the loyalty program and was carried all over the rest of Macy's app.
Design System
Star Rewards was the tip of the spear that opened the door and helped develop the Macy's design system for the App. This system components transcended the loyalty program and was carried all over the rest of Macy's app.
Selected Works
Macy's Star RewardsProduct Design
Moveworks AIProduct Design | Branding
KanopyProduct Design
Leisure SportsUI Design | App Design
ZoltánUX/UI | Branding
© 2018 | Alberto Carvajal
© 2018 | Alberto Carvajal
© 2018 | Alberto Carvajal
© 2018 | Alberto Carvajal