LOYALTY BOUNCE BACK PROMOTION
CONCEPT :
The concept was to take the initially simplified test and findings to build out a promotional system that enticed clients to spend a certain threshold via incentive.
DEVELOPMENT :
The development was a deep dive in competitive analysis and researching how to convey a “do this / get this” structure. The structure would need to hold up throughout the waves of the expanded promotional system, while leveraging the in-progress loyalty rebranding.
EXECUTION :
The execution resulted in a simple yet effective system that emulated a board game. Shifting color palettes designate the wave or step within the promotional system, providing a clear educational journey throughout a complicated promotion.
fig. 1
fig. 2
The original bounce back test consisted of an introduction email (fig. 1) and a validation email (fig. 2). The design leveraged primarily large blocks of copy and outdated loyalty branding.
fig. 3
Competitive analysis (fig. 2) revealed different ways of explaining promotions with multiple levels with oversized typography and clear separation of information.
fig. 4
The expanded promotional system (fig. 4) would need to be considered in building out the design framework. The previous test provided insights that the promotional journey was complicated and an educational component would be needed to successfully scale.
fig. 5
fig. 6
Preliminary sketches (fig. 5) were created to explore how the promotion could be visually conveyed. An initial direction was selected and each stage was sketched out as a proof of concept (fig. 6) prior to full execution.
fig. 7
The final execution (fig. 7) layered in updated in-progress loyalty branding that was strategically leveraged to guide the client through the promotional journey. The campaign was expanded to include a store component as well as increased presence in social, email, and site.
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