bloomingdale’s / e-commerce
The iconic luxury department store offers seamless shopping experience with a mobile app that tracks users’ location at the store, assisting to find products they’re looking for.
Loyalty Program Feature – E-commerce Mobile App and Desktop Experience
Background:
To enhance customer retention and incentivize repeat purchases, the e-commerce platform updated the loyalty program. Once users reach 5,000 points, they receive a $25 reward card that can be used toward future purchases. The program required clear and engaging UI to help users track their progress and understand their point status.
My Role:
I contributed to the redesign of the loyalty dashboard across both the mobile app and browser experience. I focused on improving the visibility and clarity of users’ current and pending points, as well as their progress toward earning rewards. Working closely with product managers, I helped create a more intuitive and visually engaging interface that aligned with the overall user experience. I also collaborated on frontend implementation to ensure accurate and timely updates of point data across both platforms.
Challenges: Existing dashboard (shown above) was static text and numbers and information about pending and available points are displayed without hierarchy. The bar graph with 1,000, 2,000 … 5,000 was taking too much space with 3D dog graphic. Also, desktop and mobile view was inconsistent.
Design Solution: To make it easy for users to read at glance and understand points, main goal was to simplify the content. The most important piece of information is the reward card amount and how many points are left to get next reward card, so we made those elements most prominent. After exploring number of design options and testing, reviews by business stakeholders, final design was the ring animation with the Loyallist dog symbol.
The Registry at Bloomingdale’s Redesign
Background:
The gift registry is a key feature of bloomingdales.com allowing users to create and share curated lists for events like weddings and baby showers. To improve usability and engagement, the registry experience was redesigned with a focus on clarity, personalization, and progress tracking.
My Role:
I worked on the end-to-end redesign of the registry experience across both the native mobile app and the desktop site. I focused on creating intuitive user flow centered around the user profile, with clear visibility into items added to the registry, what had been purchased (filled), and what remained (unfilled). On the native app side, I contributed to implementing a smoother, more responsive experience tailored to mobile interactions, ensuring usability across a wide range of devices.
