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Macy's Star Rewards - Case Study

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CONTEXT/PROBLEM

Membership in Star Rewards, Macy's loyalty program, was tied to customers having a Macy's credit card. This systematically limited customer enrollment in the program to a small fraction of Macy's.com customers. Business rules around the program let to a convoluted, frustrating user experience. 

SOLUTION

I undertook a  comprehensive review of the entire Star Rewards experience, throughout the customer life cycle, and through every step of the sales funnel. Every relevant touchpoint was reconsidered and redesigned, including, onboarding, enrollment, dashboard, bag and checkout. 

RESULTS

The rollout of the revised Star Reward program has seen significant adoption of the program by 3rd party credit card users, while also seeing improvement in engagement among existing Macy's Credit Card holders.