New Program Overview
Staples reimagined its loyalty program to retain and grow its most valuable omni-shoppers (small business, teacher, consumer) while unlocking long-term, cross-channel returns for the Staples brand/enterprise. It is a free points-based program that allows customers to earn points on all their purchases, on their favorite/most shopped categories, through mass and targeted promotions, as well as non-purchase related activities such as (but not limited to) recycling, etc. Members can then use points in several ways – dollars off purchases and donations.
Market Research
Multiple comprehensive studies confirmed that this program design has widespread appeal and is likely to influence purchase behavior positively: 76% appeal, 94% likelihood of enrollment, and 59% positive impact on purchases.
My Role & Responsibilities
Design Process
Team Setup
Designers
Engineers
Project Managers
Scrum Masters
Branding
Supervised a third-party agency in developing the brand identity for Easy Rewards, ensuring alignment with the overarching vision and strategy. Throughout the process, concepts were presented to stakeholders for review, iterated based on their feedback, and finalized assets were distributed across the organization for implementation.
Design Style Guide
Supervised and regularly contributed to the development of a dedicated design style guide, as a subset of the broader Staples Design System, to support the new loyalty program, with a focus on the app experience.
Sign in/up screens
Designed and helped develop a seamless unified login for multiple Staples platforms, enhancing security and reducing friction, which led to a 90% login success rate.
A clean and clear sign-up process is essential for creating a seamless user experience. By streamlining account creation with intuitive design, minimal steps, and clear instructions, we reduced friction and improved user engagement. A well-structured sign-up flow enhances accessibility, builds trust, and increases conversion rates by making it easy for users to get started. With features like autofill and error validation, we ensured a fast, hassle-free registration process that encourages users to complete their onboarding and start enjoying the app’s benefits immediately.
Easy Rewards Onboarding
Designed intuitive onboarding screens to seamlessly guide users through the app setup process, ensuring a smooth and engaging first-time experience. The onboarding flow helped drive user adoption and retention by simplifying key actions and highlighting core benefits, contributing to overall engagement and conversion rates.
The flow and design were continuously refined based on user feedback to enhance usability and overall experience.
Additional strategic measures were implemented to seamlessly transition existing users into the program, ensuring they get to enjoy their rewards without any friction.
Easy Rewards Dashboard
The core product with a centralized hub for all Easy Rewards offerings, including earned points, points history, program details, bonus point categories, and related incentives such as recycling rewards and in-store coupons.
Easy Rewards User Journey
The app map for a loyalty program outlines a clear and intuitive structure to guide users through their rewards journey. Each section is interconnected to support seamless navigation, allowing users to move fluidly from checking their balance to redeeming rewards or exploring new earning opportunities, all designed to drive engagement and repeat usage.
Store mode
The app features an in-store mode designed for seamless access to essential information and offers, even in areas with limited internet connectivity. This ensures users can quickly connect, view their rewards information, and access exclusive deals without disruption, enhancing convenience and the overall shopping experience.
ADA compliance
Our app is fully ADA-compliant, ensuring accessibility for all users, including those with disabilities. We have implemented ARIA (Accessible Rich Internet Applications) tagging to enhance screen reader compatibility and provide clear navigation cues. Our design follows WCAG (Web Content Accessibility Guidelines) best practices, offering keyboard-friendly interactions, high-contrast visuals, and intuitive layouts. By prioritizing accessibility, we create an inclusive digital experience that meets legal standards and empowers all users to engage seamlessly with our platform.
Landing page
An educational landing page to support our new loyalty program app, designed to engage and inform users about its exclusive benefits. This page provides a seamless introduction to the program, outlining key features, rewards, and enrollment details. With a user-friendly design, compelling visuals, and clear calls to action, we aim to drive sign-ups and enhance customer engagement. Optimized for both desktop and mobile, the landing page ensures a smooth experience for all visitors, making it easier than ever to join and enjoy the rewards of our loyalty program.
The Impact
The Staples Easy Rewards loyalty program has achieved remarkable success. Within its first year, the app enrolled over 20 million members, including 5 million new customers. With 12 million active members generating $2–3 billion in spending, the program contributed $64 million in incremental revenue. Additionally, over 65% of members find the program valuable.
