Vision & Leadership for an Omnichannel Experience
I was appointed as the project lead and design champion for the development of a new loyalty program aimed at unifying multiple omni-channel brands. The goal was to create a seamless experience that bridged both online and in-store interactions, offering customers a cohesive and engaging journey across platforms. I took the initiative to define the product vision, align business objectives, and build the end-to-end strategy for what would become the Riders Preferred Membership program.
Strategic Foundations & Cross-Functional Alignment
To kick off the project, I authored the project charter and strategic framework, aligning goals, KPIs, and collaboration plans across cross-functional teams including product, engineering, marketing, and retail operations. I led the full product design lifecycle—starting with early discovery and UX architecture, and continuing through wireframes, prototyping, and high-fidelity visual design.
.png)
1.png)
Designing Seamless Cross-Platform Journeys
My design approach focused on building consistent user journeys that spanned digital and physical touchpoints, ensuring that whether customers were interacting via mobile, desktop, or in-store, their experience remained intuitive and rewarding. I worked closely with technical leads to confirm that the system design and underlying APIs would support a frictionless experience for registration, rewards tracking, and redemption.
Iterative Testing & Measurable Results
Throughout development, I prioritized iterative testing and integrated user feedback loops to refine the experience. This ensured that every aspect of the loyalty program was delightful, user-friendly, and grounded in real-world customer behavior. The result was the successful launch of the Riders Preferred Membership across all platforms, leading to a measurable boost in customer engagement and a significant increase in new member sign-ups—both online and in-store.