Building a scalable loyalty program at PUMA
From a local initiative to improve retention to a global-ready MVP
TL;DR
As Digital Experience Lead, I directed the team designing a tiered loyalty program for the Japanese market. The goal of the program was to address low repeat purchasing and create clear incentives for customers to return, thereby increasing retention.
Loyalty program
Screen concepts
Account entry point, membership status and progress, active reward coupons
Context
Low repeat engagement after the first purchase
The Japanese e-commerce team aimed to increase retention and repeat purchases. While initial conversion rates were strong, the repeat engagement was relatively low: customers made their first purchases but did not return.
Key gaps
- No clear post-purchase engagement loop
- Lack of perceived value in returning
- No progression or reward system
- A generic experience not tailored to regional behavior
Challenge
Design for Japan, build for scale
The challenge was to design a loyalty program that felt intuitive and motivating for the local market, while being adaptable to other regions with potentially different motivations and incentives. The solution not only needed to drive retention, but overall customer lifetime value as well.
Solution
A clear progression and immediate reward loop
Having considered the market insights provided by the local e-commerce team and the data collected via remote user research sessions, we designed a simple experience with clear value perception and motivational mechanics. The core solution was based on the shopping app integration and centered on three strategic pillars:
- A tiered loyalty system with a clear rank progression
- Immediate rewards
- A scalable design suitable for adaptation across other regions
My role
I led the program strategy from business requirements collection and market research, through concept design and production-ready UI, while coordinating the alignment between product design teams and regional stakeholders.
Loyalty program
Rewards concept
The concept uses visible membership ranks and unlocked benefits to turn progress into a clear, motivating feedback loop.
Bonus
User flows
Want to see more? Ask me how :)