Redesigning a loyalty programme so customers could understand it well enough to actually join it.
Client
Luci
My role
Digital & Brand Designer
Focus
Brand Experience, Loyalty UX, Digital + Physical Integration
Challenge
Luci’s physical space felt warm and artisanal, but the brand across menus, packaging, and digital channels felt flat and unclear. The loyalty programme was difficult to understand, resulting in low sign-ups.
Strategy
Unified the brand across physical and digital touchpoints and simplified the loyalty journey to three clear actions: earn, check, spend. Built the experience to ensure consistency and clarity.
Outcome
Consistency: Unified experience across all touchpoints.
Clarity: Loyalty programme became easy to understand.
Trust: Clear value increased customer sign-ups.
Clarity builds trust. If a customer doesn't immediately understand what a loyalty programme gives them, they won't sign up.
before the refresh
