Rue 365
Designing a loyalty program that delights best members
Rue Gilt Groupe is an off-price e-commerce company with over 30 million members across several brands. In 2021, the company set out to create a new loyalty program for Rue La La to improve retention of its most valuable, high-spending members. This was a large, cross-functional initiative that required coordination between the Marketing, Creative, Product, and Engineering teams.
My role was to define, design, and prototype the user experience and UI for the new program across iOS, Android, and web platforms, working closely with our stakeholders throughout the process.
Screens from an early prototype that we tested with Rue La La members.
By our second round of user testing we had ironed out the bulk of our usability issues, but we still had a big, glaring problem. Participants were completely underwhelmed by the benefits offered in the program.
Drawing from our research insights, I proposed new benefits, and worked with stakeholders to align on an adjusted program design.
Subsequent user tests validated that the changes were resonating, and the revised program ultimately generated a 5x return on investment.
“Jen’s been fundamental when revamping our loyalty program. Because of the user research studies she conducted and led, we were able to gain valuable insights to pivot our product features, unlocking multi-million dollar impact for our business.”
— Fabienne Hansen, Director of Product