Imperial Brands
Loyalty Program
End-to-end loyalty UX — earning, redemption, and lifecycle communications tuned for retention and clarity.
OVERVIEW
Designed the reward mechanics surface area on web and email touchpoints so members always understand balance, tier progress, and next-best actions.
CHALLENGE
Trust and transparency
Rules and promotions changed by market; the experience had to stay simple while reflecting complex backend logic.
THE APPROACH
DISCOVERY & INSIGHTS
People understood points; they struggled to see why their tier moved or how limited-time boosts worked.
Qualitative interviews — registered members
INFORMATION ARCHITECTURE
Structured account areas around three anchors: earnings history, redeemable catalogue, and tier journey — minimizing dead-ends during campaigns.
DESIGN SYSTEM & PROTOTYPING
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High-fidelity prototypes aligned marketing, legal, and product on edge cases before build; components reused patterns from Breeze DS where applicable.