Eddie Bauer

While employed in-house at Eddie Bauer, one of our largest initiatives was to bring the rewards program into a more modern era. The goal was to offer incentive to customers in order to compete with giant competitors in the outdoor space, such as REI an their robust rewards program.

One of the identified pain points from customer feedback was the ambiguity of the program. With a confusing dollar amount ranking system and clunky access to your certificates, the previous iteration caused a lot of friction with rewards members.

My approach was to create a robust but easy to navigate dashboard where members could easily access their certificates, check points balances, engage with activities that would benefit the company while rewarding additional points, and even access their scannable membership card for in-store situations. To address the ambiguity of how the program actually worked, I fine tuned the onboarding process to give clear guidelines on how points were earned and how certificates could be used.

The result was a more refined and digestible interface that was as robust with features as it was clean in design.