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.

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Problem

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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.

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Process

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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. They're being left out of this page for brevity and privacy reasons.

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Here are some of the changes that resulted from this work:

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Show, but also tell

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Telling users how your system is organized removes the guessing game when they are trying to navigate.

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Recognition over recall

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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.

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Details can be delightful

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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.

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