Loyalty and Strategy

As the design lead for the Loyalty and Consumer Growth workstream, my mission was to transform transactional touch-points into relational experiences. By identifying friction points in user journeys and introducing data-driven UX patterns, my team successfully optimized acquisition, retention, and lifetime value across physical and digital storefronts.

Case Study: Single-Data Point ExtraCare Enrollment

The Challenge

Around 54% of in-store transactions at CVS happen at Self-Checkout. Of these transactions, roughly 60% are not ExtraCare linked. The value of an ExtraCare membership is not highlighted at self checkout, nor is there currently a way to easily unlock these savings. Customers needed to abandon their transaction, approach a colleague and enroll with them, or lose out on savings. This massive friction caused staggering drop-off rates.

The UX Intervention

I led the design of a brand new SCO enrollment flow, making the entire process a single, high-intent data point (just the phone number). By leveraging a seamless .com flow, OTP validation and an SMS strategy, we deferred the rest of the profile setup to a later digital touchpoint.

The Business Impact

By removing the time-barrier at the lane, enrollment skyrocketed, resulting in $60M in incremental year-over-year margin.

In analyzing the complex use cases, we were able to build a seamless system that would address duplicates, fraud, and attempts at gaming the system. The successful launch of this initiative converted in 25,000 incremental enrollments every week.

Case Study: Single Transaction ExtraCare Plus Upgrade

The Problem

ExtraCare Plus (our paid premium loyalty tier) had an onboarding experience that was disconnected from the checkout loop. Customers in store had to void their transactions, initiate an enrollment and then restart their checkout. This de-incentivized customers who wanted to enroll in ExtraCare Plus, and prompted colleagues to convince them it was not worth it.

The UX Intervention

I rearchitected the premium upgrade flow to live within the checkout transaction, allowing the premium subscription to be added as an SKU.

The Business Impact

Transformed a complex billing onboarding flow into a seamless, contextual, one-tap decision point, radically increasing premium conversion rates at checkout.

Case Study: Multi-Platform Benefit Launch — Pharmacy Rewards

The Problem

The existing Pharmacy Rewards benefit of ExtraCare was highly confusing to customers and had a difficult opt-in process. The team decided to test a new benefit and launch new ways to engage with the benefit, to determine if the program was worth scaling. Testing a new, highly anticipated incentive benefit required rolling it out seamlessly across an incredibly fragmented ecosystem, spanning four distinct software platforms simultaneously.

The UX Intervention

I designed a modular, omni-channel reward component framework. I reworked the enrollment, opt in, and "add a member" flows. We created celebration moments to drive sales with the earned rewards, and we standardized the reward tracking visualization. I paired directly with engineering teams to ensure that tokenized reward states were consistently visualized, instantly updated, and legally compliant across all four platforms.

The Rollout & Results

We launched a highly targeted pilot program across 6 states. The user experience was frictionless, and user adoption instantaneous. So much so, that the program was too successful, driving unprecedented engagement volumes that required us to strategically recalibrate and scale back the reward caps to balance financial modeling.

The process started with a use case analysis of profiles, accounts and cards. Our loyalty ecosystem is complex and it confuses customers. We were looking for a way to simplify the process and communicate clearly to the customer how different accounts and benefits would be connected. Eventually, these different use cases became different flows in the hand-off document to engineering.

The next step was analyzing the current experience, to determine what needed to be updated. What the team found, was the following:

• The experience is mostly colleague facing, leaving no agency for the customers to make decisions
• Colleagues are not aware of how different accounts link to each other, and often make mistakes throughout the process.
• There isn't a confirmation and celebration moment that can communicate to the customer that their reward has been issued.

The first intervention was creating a system that was customer facing, transparent, and engaging.

The second intervention was creating an engaging celebration that enticed customers to use their reward at CVS.

In addition to facilitating In-Store enrollments, we also analyzed ways to include these rewards in the web and app experiences for CVS, bringing loyalty closer to the customer's lives. We created ways to track, utilized and understand these rewards in the digital shop experience.

Additionally, we created ways to seamlessly opt in while enrolling in the base ExtraCare program, and prevent account duplications while doing so.

Case Study: Gamification, Punch Cards and Badges

The Problem

While ExtraCare had massive passive enrollment, we needed a modern UX lever to drive daily active engagement and habit-forming behaviors inside our digital products.

The UX Intervention

I led the end-to-end ideation, visual design, and software implementation of CVS's major in-app gamification launch. I designed immersive, interactive scratch-and-win and milestone-tracking interfaces that rewarded users for completing healthy micro-habits and retail tasks.

The Creative Alignment

Beyond the screen, I served as the central strategic node, aligning the in-app gamified animations directly with direct-to-consumer email marketing campaigns, physical in-store signage, and CRM push notifications to build a unified narrative.