Savings & Revenue through Information Architecture

Audited loyalty touchpoints that hadn’t been updated to identify opportunities for improvement.
Role: UX lead, uncover high-ROI UX opportunities through optimized product experiences.

HYPOTHESIS

Legacy user interfaces and core workflows contain friction points that represented high-leverage opportunities for operational savings and improved member satisfaction.

GOALS

  • Discover outdated user interfaces with workflow friction that offered high ROI

  • Establish KPIs for proposed changes to secure development resources

CHALLENGES

  • Potential risks exist with even the smallest design changes

  • Technical constraints prohibit the implementation certain enhancements

  • Cost-effectiveness was difficult to achieve

Some legacy designs hadn’t been updated for nearly a decade.

DESIGN PROCESS

The most effective process was to talk to people from around the company directly.

Design

Design

Collaborate More

Collaborate

HIGH-VALUE TARGETS

I identified three categories that had the highest ROI and focused on those.

Member registration

Customer service

Promotions

CHANGES

  • Streamlined workflows by reducing number of clicks

  • Removed a need for authentication

  • Reduced points of failure between members and customer care

  • Educated users on certain tasks and features across multiple channels

  • Introduced consistent language across channels

CASE STUDY

PROMOTIONS

Promotions are targeted and personalized marketing campaigns where not all members receive the same promotion, if any. One promotion can generate $50M+ in revenue.

LEGACY CONTEXT

The Promotions team requested a page where members could view promotions they’re eligible for, and register for them.

COLLABORATION (PROMOTIONS TEAM)
COMMON FLOW, 90%

  1. Member receives a promotion email and clicks the link

  2. Member authenticates

  3. Member clicks register on the Promotions page

  4. Member is successfully registered

DESIGN
IDEAL FLOW

  1. Member receives a promotion email and clicks register

  2. Member is taken directly to the success / fail page

COLLABORATION (DEVELOPERS)
AUTHENTICATION

  • Tells the system who is registering

  • Not used to determined registration eligibility

  • Not used to register the member

  • Not used for security purposes

COLLABORATION (LEGAL)
TERMS & CONDITIONS

  • Terms & Conditions should be available to the member prior to registration

  • Agreement to the Terms & Conditions is implied; no checkbox is required

DESIGN
SOLUTION

  • Attach account name to email link instead of authenticating

  • Bypass the promotions page and take users directly to success / fail page

  • Add Terms & Conditions inside email

RESULT

Single-click, no authentication registration

The original promotion registration flow required authentication and three clicks.

Collaboration with the promotions, development, and legal teams eliminated the need for authentication and simplified registration to a single click.

IMPACT

$125,000+

Annual cost-savings

+10%

Promotion registrations

-2 weeks

Customer support ticket resolution time

+3%

Member registrations