Menu
Team
Chief Executive Officer
President
Customer Success
Process
User Research
Strategy & Management
Design Handoff
Timeline
3 Months
The Portal
001
The Portal is a loyalty platform that lives onsite on a merchant’s e-commerce website. It supplements the customer journey from initial discovery through purchase, creating opportunities to educate, reward, and personalize every interaction without disrupting the shopping experience. Current loyalty programs are transactional, and after speaking with more than 30 brands, we found a strong demand for customer segmentation and experience personalization, creating unique moments tailored to each customer’s interests.
Member Personas
Julien
The Quick Collector
Completes low-effort actions. Wants instant gratification. Drops off if things feel slow or confusing.
Clara
The Community Insider
Engages with community content. Learns tips, contributes posts, reacts, comments. Values belonging and recognition.
Eloise
The Passive Accumulator
Earns primarily through purchases. Motivated by discounts, cash-back, rewards. Loyalty is tied to value.
How might we redefine the loyalty experience so brands can better understand their customers, deliver personalized engagement, and do so in a way that is scalable and easy to manage.
By onboarding members thoughtfully and capturing key demographics and preferences early, we create a strong foundation for personalized engagement. Activation isn’t just a single step in the journey, it determines how effectively members move through the rest of the funnel, from ongoing engagement to long-term retention and loyalty. When activation is designed well, every downstream metric improves.
Mapping the customer journey revealed key opportunities to introduce contextual nudges throughout the experience. Rather than front-loading onboarding, we could allow members to experience value first, then capture profile information through low-friction, interruption-free touch points at moments when they are most likely to engage.