Justfab Loyalty Redesign
Overview
JustFab’s loyalty program had not been updated since its inception, resulting in confusion, reduced engagement, and increasing user complaints. As one of two UX designers, I helped lead the redesign effort to make the loyalty experience clearer, more rewarding, and aligned with customer expectations.
The existing program caused frustration due to inconsistent point redemption, underwhelming discount incentives, and misleading mentions of swag options that didn’t exist. This led to churn and negative reviews across platforms like TrustPilot.
To ensure smooth implementation and flexibility for iteration, we defined a three-stage approach:
Phase 1
Launch an updated Loyalty Page offering merch and “Cash Off” options instead of percentage discounts
Improve the checkout redemption experience
Enhance clarity around point earning without changing the core structure
Phase 2
Introduce “Cash Off” inline during checkout
Add enhanced messaging and a "save for later" option at checkout
Post-Launch Considerations
Test merch options during checkout
Explore the ability to remove a loyalty promo and apply a different one from the cart
This phased approach allowed us to deliver immediate impact while setting the foundation for iterative improvements.
Role
As one of two UX designers on this project, I collaborated closely with my design partner, product managers, and stakeholders to revamp the JustFab Loyalty Program. Together, we were responsible for uncovering user pain points, synthesizing research insights, and redesigning the loyalty experience to be more intuitive, rewarding, and aligned with customer expectations.
I focused on translating customer feedback into actionable UX improvements—leading efforts around information architecture, user flows, and wireframes, while my design partner drove visual design and prototyping. Our combined strengths ensured a user-centered approach that addressed both strategic business goals and member frustrations.
Goal
The primary goal of the Loyalty Program redesign was to increase Average Order Value (AOV) and Units Per Transaction (UPT) by offering more compelling and flexible rewards. Secondarily, we aimed to drive incremental revenue by improving the clarity and usability of the redemption experience. A key tertiary objective was to reduce negative feedback and complaints, particularly those shared on platforms like TrustPilot, by addressing long-standing user frustrations and unmet expectations.
Research
To identify core issues with the existing loyalty program, we conducted targeted research using feedback from our existing VIP members, reviews from TrustPilot, and customer support data from GMS (Global Member Services). This approach helped us uncover patterns of confusion, frustration, and unmet expectations from real users.
Instead of relying solely on competitive analysis, we prioritized insights from our own community—those most familiar with the brand and directly impacted by the program. Key findings highlighted unclear point redemption, low perceived value of rewards, and a mismatch between promised perks (like swag) and actual availability.
These insights shaped our problem framing and ensured our design solutions were grounded in real user experiences.