Member Rewards Experience
Columbia Greater Rewards (CGR) is a loyalty rewards program and an eCommerce Consumer Accounts system that rewards frequent shoppers.
The Loyalty program has the potential to be a great channel of interaction and engagement.
Cedar Mill, Oregon
1938
Retail E-commerce
$3.369 billion (2024)
5,000+
Challenge
We were hearing from users that the account system was difficult to navigate. Users were having a hard time understanding how points were earned and used. The account pages had a high click away rate.
Results
The redesign spanned several user flows that made up the loyalty experience at columbia. It simplified how points were presented, clarified the onboarding process and refreshed several components for a fresh and easy to navigate member experience.
79%⇊
Order history related support calls
33%⇈
Increase in user retention
41%⇈
Increase in time spent on website
Process
I'd be happy to walk through our process of heuristic evaluations, cognitive walkthroughs and series of reviews to arrive at the results we did in person.
Here are some of the changes that resulted from this work:
Show, but also tell
Telling users how your system is organized removes the guessing game when they are trying to navigate.
The addition subtext to our navigation menu clarifies where everything is located.
Recognition over recall
Always visible preview of the order history. It's easier to recognize images of what you purchased instead of trying to remember what you bought based on the date, which was where we were when this work started.
A visual of purchased items were a better anchor to the users actions than a date. Users were much more confident that they knew what they were looking at compared to the old interface.
Details can be delightful
The rewards that members earn were the focal point of this experience. We bring it to the forefront through a dash of delightful design. The progress bar performed better at communicating how the rewards worked as opposed to using text to tell this story.
The purpose of this page was clarified by amplifying the focal point that is the reward counter component. The users we put this interface in front all called out the progress bar being a clear story that they could follow.
Conclusion
The Members experience at Columbia Sportswear Company's brand was the culmination of work done by Researchers, Designers and Developers who centered the people who would using the product we were building. It was made possible by having on going research, constant collaboration and planning based on trends emerging from our findings. I feel lucky to have been part of such a cohesive team where we saw ways we could be better and made strides in trying to do better.