Case Study :: Macy’s Rewards Program
How do we increase Loyalty Program membership?
Objectives: To determine the current customer friction points around the Star Rewards Program— tiers, benefits, exclusions, and incentives (Star Money)—that negatively impact Star Rewards membership and what improvements in the digital sphere can be made to reduce confusion, gain customer’s trust and increase Star Rewards membership? Steps involved: Research Snapshot, program benefits, competitor programs analysis, customer base, customer feedback synthesis, competitor landing page analysis, recommendations, final solution. The updates resulted in increased customer satisfaction and higher engagement with the rewards program, showcasing my ability to synthesize qualitative and quantitative data to drive impactful user-centered improvements.
Original Star Rewards Benefits Landing Page
Click image to view full landing page
Redesigned Star Rewards Benefits Landing Page
Click image to view full landing page
Process Details
Research Examples
Samples of research materials
Customer Membership by Tier
Customer Feedback by Tier
Phase 1: Research
Defining business objectives
After meeting with the Credit and Loyalty Team we summarized the business goals into measurable outcomes.
Understanding the program and the consumer
I compiled retail conference insights, demographic and membership composition by tier, user interviews (with both members and non-members), customer feedback (using Medallia portal), into a presentation outlining the current Loyalty program landscape, customer perceptions and concerns, and other findings into a comprehensive deck to share with stakeholders.
Competitor Rewards Program Benefits Research
Macy’s Rewards Program Features vs Competitor Features
I also conducted a side by side analysis of competitor programs to identify areas to improve or differentiate Macy’s from other programs. Uncovering the market trends and opportunities helped guide the decision-making process.
Observation: Macy’s Rewards Program was much more complex than other programs.
Hypothesis: The complexity and confusion around exclusions, when you can receive and redeem rewards, how many points per $ does each tier earn, and unpredictable Star Money Days programming erodes brand trust resulting in lower membership.
Competitor Rewards Benefits Landing Pages
Phase 2: Landing Page Research
In addition to comparing the Rewards Programs across the competitor landscape, I also collected the landing pages to assess how the information is communicated to the customer and identified strengths, weakness and areas of opportunities for Macy’s.
Star Rewards Program Benefits Landing Page Redesign
Phase 3: A/B Testing the Redesign
We conducted user testing to compare the results from the redesign.
Finally I collaborated with the creative team to redesign the informational Rewards Program Landing page by creating a more intuitive information architecture that much more programs, credit cards and tiers along with their associated benefits all in one place, rather than multiple pages in different sections of the site. This allowed the user to more easily compare the program features and benefits in an easy to read table.
We also condensed the exclusions legal copy by working with the legal team to ensure transparency in the most succinct presentation possible.