Rewarding Touchpoints

Shoppers habits are to shop online and then go in-store to purchase. To enhance this experience, Michaels wanted to create a cohesive experience across digital and in-store touchpoints to boost their Rewards program.
Image
DESIGN BRIEF
Overview
Team
Staff UX Designer, Senior Content Designer, Researcher, Product Manager, Creative Team
My work
Research and discovery, content design, UX writing
Project type
Update the Rewards program visuals including digital and in-store touchpoints
Timeline
Three-week sprint
Challenge

Update the Michaels loyalty program’s landing page to match its new branding.

Goals:

  • Educate and delight users about the program (Product)
  • Increase program opt-in (Business)
  • Ensure consistency across digital and in-store touchpoints (Design)
DISCOVER
Blocked beginning

We began with big red blocks with huge icons that didn't convey much meaning, entice users, or offer a clear action.

The content was lacking visual meaning and hierarchy. There was:

  • Too much bold text
  • Inconsistent casing structure
  • Inconsistent punctuation
  • Confusing copy
  • Bad grammar
Image
Researching rewards
We did a massive research and discovery looking at competitors logged in and logged out experiences, Baymard guidelines and articles, and CrazyEggs heat maps. Trending language was my main takeaway. Other companies were flexing a sense of excitement, ease and exclusivity, but above all, the free perks were the driving force in the content.
Image
Image
Image
Image
I used the content guidelines I created for the brand to shape the content design. These would be instrumental in achieving our goal of increasing opt-ins to the program.
Image
The tone provided a guide for consistency in the writing and guardrails for delight, which can go off the rails when you’re trying to create a fun energy. It's important to never sacrifice clarity for cleverness.
Image

What are the Michaels Rewards keywords?

How might we use what we learned in research to:

  • Build excitement
  • Make joining easy and exclusive
  • Keep the free perks front and center

Keywords

Worth it

  • More for less
  • Exclusive
  • Guaranteed perks

Effortless earning

  • Clarity

Easy to get started

  • Create
  • Shop and earn
  • Treats
Rewarding Touchpoints
Previous

Designing Content