Building a scalable regional loyalty program
TL;DR
As Lead Product Manager, Digital Experience, I led the design of 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 come back and buy again, thereby increasing retention.
1. The 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, data revealed low repeat engagement: customers made their first purchase 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
2. The challenge
Design for Japan, build for scale
Design a tiered loyalty program that feels intuitive and motivating for Japanese customers, and can be adapted to other regions with different behaviors and incentives. It should support retention, repeat purchases, and overall customer lifetime value.
3. The solution
A clear progression and immediate reward loop
- A tiered loyalty system with a clear rank progression
- Immediate rewards
- A scalable design suitable for adaptation across other regions
My role
I led program strategy from research and concept design through production-ready UI while coordinating with product teams and regional stakeholders.
PUMA
Loyalty screens
Account entry point, membership status and progress, and active reward coupons.
Puma
Rewards: tiered recognition and benefits
The concept uses visible membership ranks and unlocked benefits to turn progress into a clear, motivating feedback loop.
Bonus
Detailed user flows
The detailed user flows and design source are available in Figma.