Why is loyalty important?
The primary motive behind a loyalty programme is to retain customers by rewarding them for their repeat purchase behavior. Repeat customers are 9 times more likely to convert than first-time shoppers. Moreover, repeat customers are more likely to return with each purchase:
“77% of shoppers say a loyalty programme make it more likely they will make additional purchases with a brand"
We already have rewards, why do we need to relaunch it?
• In 18/19 HN Rewards contributed to 42% of total trade, indicating that the programme is not appealing enough to join (by comparison, Harrods Rewards contributes 90% of total trade).
• Redemption levels are low in comparison to competitors. Customers want immediate gratification and to see how their spend can reward them instantly. The current loyalty programme does not do this.
• The Rewards programme is neither simple nor intuitive. With regards to quarterly Rewards, customers frequently revert to the FAQ page on site to understand why they aren’t seeing the rewards from their spend immediately – it’s complex & confusing. Moreover, our staff, the main sellers of the app on the shop floor, have low engagement due to it being too hard to understand for themselves, therefore hard to sell to customers.
• We have goals to take HN loyalty international. Our current programme cannot support that.
• Customer expectations for loyalty have changed – “loyalty” is no longer just transactional, it’s non-transactional as well. Customers expect personalised rewards based on their engagement and habits. We cannot personalise rewards, or their apps.
• Our loyalty programme is currently only accessible via the customer app which increasingly customers don’t want to keep on their phones due to space/memory limitations.
• From a management point of view, it requires repetitive, manual, technical intervention. Resources spend a significant amount of their days working in the Enactor system running monotonous tasks (it takes 2 months to set up quarterly rewards for example; each reward is set up twice, individually, by a person and we have between 100-150 rewards every quarter). It’s also very prone to human error, so we have to constantly dedicate time to QA each other’s work. This time could be better spent on tactical and strategic campaigns if the programme was more intuitive. The assistant/exec workload is ~ 80% technical/working with systems.
• Quite simply also, the programme we launched in 2015 didn’t and still doesn’t fit basic loyalty standards. Customers don’t move down tiers, points don’t reset, points promotions cannot be run tactically.
Competitors
Competitor analysis helps Harvey Nichols refine customer experiences by benchmarking industry leaders like Matches Fashion and Harrods. By examining their loyalty programs, tiers, and benefits, we identify trends, gaps, and opportunities to innovate and deliver a seamless, luxury experience that sets us apart.
User Journeys
At Harvey Nichols, analysing the rewards journey helped us understand and improve the experiences of registered and non-registered users. By identifying gaps and simplifying sign-ups and reward access, we created a seamless, engaging journey that reflected our premium service.
Wireframe (Low-fi)
I created a wireframe to clarify the layout for the "Rewards" page in My Account before moving into the high-fidelity mockup stage. This wireframe served as a foundational sketch, outlining the structure and placement of key elements such as menus, navigation bars, rewards cards, and other interactive components. It was designed to provide a clear visual guide for how users would interact with the page, ensuring a seamless and intuitive experience.
Usability Testing
Usability testing is a method used to evaluate a product by observing how potential users interact with it. This approach helped determine if a website or app is user-friendly while also identifying potential UX issues. For this usability testing session, the goal was to assess the ease of registering as a loyalty member. The scenarios created for the test included:
New user: A user who does not have a Harvey Nichols account and has not signed up for rewards.
Existing account, no rewards: A user with a Harvey Nichols account who hasn’t joined the rewards program.
Existing account with rewards: A user who already has a Harvey Nichols account and is enrolled in the rewards program.
Usability testing not only identified pain points but also provided valuable insights into users' needs and preferences. By observing users’ interactions and reactions, I was able to gather crucial information to inform and refine user-centered designs, ensuring the final product aligns with their expectations and behaviours.
Mockup (High-fi)
During the wireframing stage, I conducted multiple meetings with stakeholders and engineers across the business to gather feedback and understand technical and business limitations. This collaborative approach allowed us to ensure alignment and feasibility early in the process.
As the design evolved, I translated the collected ideas into mockups, incorporating all necessary design components to provide a realistic representation of the product. Leveraging the Harvey Nichols design system, I applied UI elements consistently, ensuring adherence to brand guidelines and creating a cohesive user experience.
Wrapping Up
The design system at Harvey Nichols improved consistency across digital platforms, streamlined design processes, and enhanced user experience with intuitive navigation. It boosted engagement, increased conversions, and supported collaboration with reusable assets, solidifying the brand's premium and innovative image.
The Harvey Nichols Rewards program redesign provided key insights into user-centered design. Understanding user needs, simplifying processes, and addressing diverse scenarios were essential in creating a seamless experience. Regular testing and clear communication helped refine the program and build trust. These lessons will continue to shape future projects, ensuring thoughtful, user-friendly designs.
35%
Increase in Engagement
More users interacted with the Rewards program post-redesign.
60%
Fewer Errors
Usability improvements reduced user-reported issues significantly.
25%
Higher Retention
Enhanced experience led to stronger customer loyalty.