Reward your customers / Responsive loyalty site/app for Myer Australia

My role was Senior Lead of Experience Design in the Salesforce Customer Experience Design group working with an interface Designer and development team. The client stakeholders were the digital department and the loyalty group responsible for the 3.7 million value card members and 5 million cards in circulation.


Myer is the largest department store chain in Australia. My challenge was to lead the client and design team to understand how to craft assets for a responsive design experience that met user goals and increased online adoption. My proposed design simplified  on boarding of new members and added a dashboard to view progress. We integrated with Apple Passbook and created apps for offline usage.

The website/app is compelling users to move away from physical cards and instead engage with dynamic offers and tier/reward feedback every time they shop at Myer. We’re looking to convert from the base of 14 to 80 percent online usage, saving millions in mailing costs quarterly.

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