Loyalty members were staying stuck. Long-time Preferred tier customers had little visibility into upgrade paths, and there was no end-of-year moment to remind them why they kept coming back.

I designed two connected initiatives. The tier upgrade journey gave Preferred members a clear path forward through refreshing program benefits, explaining how it works, and setting expectations with a warm, structured sequence. The End-of-Year Recap turned purchase history into something worth opening, such as personalized insights, shareable moments, and a design that felt like a gift rather than a marketing email. Both were built on the Figma design system for efficient production and CRM developer flexibility.

The initiatives strengthened engagement, created a more human loyalty experience, and established a model for future Rewards communications.

ROLE
Creative Manager, hands-on design lead

FOCUS
CRM / Email, UX/UI

TEAM
Creative Director, Copy Writer, CRM, Loyalty

TIMELINE
2-3 weeks