Putting Loyalty center stage
CLIENT
Zooplus
ROLE
Product Designer
YEAR
2021
Zooplus has built a massive, loyal community by offering an incredible variety of products and specialized private labels.
Over time, this success led to the creation of several distinct loyalty programs, from Zoopoints and personalized coupons to the Savings Plan subscription. However, because these features were developed by different internal teams, the user experience became fragmented.
Most of these benefits were tucked away inside the user profile, meaning customers had to go looking for their rewards rather than having their loyalty acknowledged throughout their journey. We realized that our most engaged users were often missing out on savings simply because they didn't know where to look.
Solution & Strategy
Our goal was to bridge this gap by creating a dedicated "Loyalty Spot", a dynamic module designed to live where users spend the most time, specifically on the Homepage and Product Detail Pages.
Instead of a static banner, we envisioned a smart component that would act as a personal rewards dashboard. By bringing these benefits to the forefront, we wanted to transform loyalty from a hidden administrative section into a core part of the shopping experience.
Since Zoopoints, coupons, and the Savings Plan were managed by different product owners, I had to facilitate a collaborative process to determine the hierarchy of information across the Loyalty team. We had to decide which "state" took priority for the user at any given time. For example, if a user was eligible for both a new coupon and a Savings Plan renewal, we needed a logical framework to ensure we were showing the most relevant offer without cluttering the interface.
This alignment helped create a cohesive UI that felt like a single, unified brand voice rather than a collection of competing internal projects.
Execution & Results
The visual language of the Loyalty Spot was designed to grow alongside the customer.
Being modular, it stays minimal for new visitors by highlighting simple entry points like registration coupons, and expands into a more detailed dashboard for long-time power users.
One of the most important aspects of the design was the inclusion of "warning" states to help users protect their rewards. We introduced subtle visual cues, like a red notification dot, to signal when points or coupons were nearing their expiration date. The intent wasn't to create unnecessary pressure, but to provide a helpful nudge so that hard-earned rewards wouldn't go to waste.
While this project focuses on the structural integration of our loyalty programs, the primary objective was to fundamentally reduce the "clicks-to-reward" path. By making these benefits a natural part of the browsing experience, we aimed to increase the adoption of the Savings Plan and ensure that Zoopoints became a more active part of the checkout process.
