Project Overview
COLLECTIF is a new loyalty program developed for Groupe Dynamite, designed to enhance customer retention, increase engagement, and reward loyal shoppers across various touchpoints within the brand’s ecosystem. The program aims to create a seamless, user-friendly experience for customers, offering personalized rewards, exclusive promotions, and the opportunity to earn points based on their purchasing behavior. As a product designer, I worked on the development of this program from its early concept to final release, ensuring that it was integrated effectively on web and app platforms.
Project Title: COLLECTIF Loyalty Program for Groupe Dynamite
Role: Jr. Product Designer
Duration: Feb 2023- Apr 2024
Tools: Figma
Team Members: Lead Designer, Product Managers, Bussines Owner, Developers, Creative Team, Marketing Team)
Project Goal
To create and integrate a seamless, user-friendly loyalty program that enhances customer retention and engagement across Groupe Dynamite’s digital platforms.
Business Challenge
Groupe Dynamite, a prominent retail brand, was facing several challenges related to customer retention, engagement, and the overall effectiveness of its loyalty strategy. Despite a strong customer base and frequent foot traffic in stores, the company lacked a cohesive and impactful loyalty program that could drive sustained customer loyalty, increase repeat purchases, and encourage deeper engagement with the brand.
User Needs
Users were looking for a simple, seamless experience to track rewards and redeem points across their shopping journey. They wanted a system that felt rewarding without being intrusive.
The COLLECTIF Loyalty Program aimed to address these challenges by offering a unified, seamless, and personalized loyalty experience that spanned across Groupe Dynamite’s digital and physical touchpoints. It was designed to:
Improve Customer Retention by offering incentives that reward frequent purchases and encourage customers to keep coming back for more.
Enhance the User Experience by creating a frictionless, easy-to-use system that allows users to earn points, track rewards, and redeem offers effortlessly across the website, mobile app, and in-store.
Increase Engagement through tailored rewards and personalized promotions that align with customers' shopping habits and preferences, making the loyalty program feel more valuable and relevant.
Integrate Across Platforms to provide a consistent experience, ensuring that customers could interact with the loyalty program wherever they engaged with the brand, whether online or in-store.
By addressing these core issues, COLLECTIF aimed to create lasting relationships with customers, increase the frequency and value of purchases, and ultimately enhance Groupe Dynamite’s competitive position in the retail market.
Competitive Analysis
I analyzed 12 loyalty programs from brands like Frank Rewards, Ardene, Sephora, Gap, Banana Republic, Athleta, The Fringe, Adidas, Nike, Lululemon, Starbucks, and H&M, discovering that customers appreciated ease of use, personalization, and cross-platform integration, as well as pinpointing what they have in common in order to understand what is the trend and if it brings value to the customer.
Key findings included:
Clear CTAs
9 out of 12 brands had landing pages that immediately encouraged users to sign up, using strong statements like “Join now” or “Become a member.” This highlighted the importance of creating a sense of urgency and value right from the start.
Explaining How
It Works
7 out of 12 brands included dedicated “How It Works” sections, ensuring users understood the benefits and functionality of the loyalty program. This underscored the need for clear, concise communication around how COLLECTIF would work, particularly for first-time users.
Points System
Transparency
4 out of 12 brands explained the points system with a straightforward “$1 = 1 point” format, ensuring transparency and trust in how rewards were earned. This made it easier for customers to track their progress and value the program.
Benefit Levels &
Tiers
7 out of 12 brands used tables or charts to showcase different levels of benefits, offering a visual hierarchy of rewards. This was an essential insight for structuring COLLECTIF, as it provided a way to motivate users to reach higher tiers and unlock additional rewards.
Visual & Descriptive
Benefits
3 brands used a combination of pictures, icons, and copy to describe benefits, which improved user engagement and made the benefits more visually appealing. This highlighted the opportunity to make the COLLECTIF benefits more tangible and exciting through visual storytelling.
Multiple Ways
to earn points
2 brands featured sections highlighting “Multiple ways of earning points,” offering users various engagement opportunities beyond just purchases, such as social media interactions, reviews, or referrals. This revealed an opportunity to offer a more dynamic and engaging rewards system.
App Integration
2 brands emphasized the "Download our app" section, encouraging customers to engage with the loyalty program through a mobile app. This underscored the potential of offering a seamless, app-based loyalty experience for mobile-first users.
By focusing on key features—easy points collection and redemption, personalized rewards, seamless multi-touchpoint integration, and reward tiers—the COLLECTIF loyalty program was designed to create a deeply engaging and user-friendly experience.
The user flow starts with account sign-up and extends to earning points, tracking rewards, and redeeming offers during checkout. The wireframes ensured each touchpoint was logically integrated and intuitive.
The user flow for COLLECTIFF maps out a clear process for onboarding users, verifying eligibility, and guiding them toward engaging with the loyalty program, such as earning and redeeming rewards. Decision nodes ensure logical validation at each step, helping streamline the user journey.
Design Concept
By focusing on key features—easy points collection and redemption, personalized rewards, seamless multi-touchpoint integration, and reward tiers—the COLLECTIF loyalty program was designed to create a deeply engaging and user-friendly experience. Thus, I first focused on these two main pillars:
Landing Page Layout
The goal was to design a clear and welcoming introduction to the program with concise value propositions, easy navigation, and prominent CTAs encouraging users to sign up or learn more.
My Rewards Page
The goal was to structure the rewards dashboard to make it effortless for users to view their points balance, explore rewards, and understand their progress toward the next reward tier.
Wireframes
With the help of the PM, stakeholders, design team - the structure was defined as follows:
Besides these two big pillars of the program, the addditional elements of the COLLECTIF initiative were flawlessly integrated into PLP, PDP, Checkout, Cart, Profile, Header, Footer pages for the ultimate effectiveness in the implementation.
See below some wireframes made for First Time user and Returning User.
UI Design Iterations
Initially, I took on the UI responsibilities for the program, experimenting with different versions of the Landing Page and My Rewards Page. This iterative process involved:
Testing various layouts to identify what resonated best with users.
Exploring visual elements like iconography and imagery placement to ensure clarity and engagement.
Ensuring the UI aligned with accessibility standards to provide an inclusive experience for all users.
After all, the other loyalty components were added to the rest pages.
PLP APP
Once the foundational UX and UI work was completed, the branding team took over aspects such as color schemes and typography to ensure consistency with the organization’s visual identity. While I had started with clean, modern designs, the branding team finalized the aesthetic to reflect the brand's personality. This collaboration ensured the loyalty program's visual identity harmonized with Groupe Dynamite's existing branding, resulting in a polished and cohesive look.
Final Design Concept
The final design aimed for simplicity and functionality, enhancing user experience while maintaining brand alignment. Soft pastels, clean typography, and minimalistic design elements chosen by the branding team brought a sense of sophistication to the program. Every element of the user journey—from onboarding to reward redemption—was designed to be intuitive and delightful, meeting both user expectations and business objectives.This process highlights the importance of a research-driven approach to UX and the collaborative effort required to create a visually cohesive and user-friendly loyalty program.
The implementation phase required close collaboration between design and development to ensure that the COLLECTIFF loyalty program was translated from concept to a functional product. My role in this phase was pivotal in bridging the gap between the design vision and technical execution.
Key responsibilities included:
I delivered high-fidelity mockups, style guides, and detailed design specifications (e.g., padding, font sizes, and color codes) to the front-end development team to ensure the UI was built to match the designs precisely.
I worked closely with developers to clarify how dynamic elements, such as pop-ups, hover states, and loyalty points counters, should behave. For example, I demonstrated expected transitions and animations using Figma prototypes.
Throughout the implementation process, I conducted frequent design reviews to provide feedback on the front-end builds, ensuring that the placement of CTAs, banners, and interactive elements adhered to the original UX flow.
While I didn’t handle back-end development directly, I collaborated with the back-end team to ensure data integration for key functionalities like points tracking, redemption history, and real-time updates. This included aligning on how data flows from the user’s account to the rewards system and is displayed on the front end.
Together with different teams, I designed and implemented COLLECTIF loyalty program, from research and wireframing to final launch. My ability to integrate user-centric design with technical requirements ensured a seamless and engaging loyalty experience for Groupe Dynamite's customers.
This project helped me refine my skills in cross-functional collaboration, responsive design, solve complex problems, and align design with user needs and business strategy. These experiences have made me a more versatile designer, ready to tackle future challenges with confidence and a user-centered approach.
