ALLĒ Wallet Redesign

The wallet is a crucial part of the Allē Experience. It is where consumers earn and receive points for their purchases on products and treatments, redeem offers and gift cards, and obtain payment plans to fund their treatments.

My role: Senior Product Designer

What: Redesigning the Wallet, Loyalty, and Profile sections within Allē

Collaborated with the following through end-to-end execution:
Product & Design Managers, Senior product designers, Research, FE & BE Engineers, QAs, Product Marketing, Leadership

The Problem

Original issues & callouts

GOalS

1. Allow consumers to better navigate and understand the current statuses of their reward offerings and offer/points recent activities.

2. Reduce call volume by 50%, which would alleviate over 4,500+ point related cases and improve ROI.

3. Improve the UI to better align with design standards and brand uniformity.

4. Drive consumer education for treatment conversion.

5. Set the foundation to allow for new features based in the wallet.

DEsign thinking & flows

Consumer Research

Test 1: Navigation

We knew it was important to understand how our customers would naturally group concepts and expect to navigate within the app. This initial research gave us insight into the consumer mental model in order to ensure we proceeded with a UX and hierarchy that best suited commonality and allowed us to integrate future initiatives more seamlessly.

Test 2: Usability and clarity

The second round of research was focused on the usability and clarity of the placement of new wallet elements, as well as their flows.

Results Summary:

1. Confirmed that separating the A-List loyalty status progress from points and from the wallet was intuitive.

2. The ability to understand how the loyalty program works is essential to the success of the different phases of the user journey. Continue to make it educational and easy to digest for our members (Allē’s main demographic is 50+).

early WIREFRAMES

• Trying to decide if a point tracker makes the $10 > 100pt conversion more clear

• Does it make sense to separate the A-List progress on the same screen, or to an entirely different page?

Early UI Iterations

• What do the new card types look like for offers? Are they using individual brand colors or Allē colors?

• Can we (legally) use model photography (without legal language) present nearby?

Solutions

There are numerous parts that make up the final user experience and design of the redesigned wallet and profile for Allē. In partnership with the design systems team, I was able to templatize many parts into components to build out flows. I also partnered with the developer’s to create accurate loading and error states for each flow. QAing was always part of the process to ensure pixel perfect implementations.

Reusable Components

1. Member cards—consist of two membership tiers, Allē Member & A-List

2. Offer cards—
   • can be brand specific (Botox, Juvederm, Latisse, etc.)
   • can be offer type specific (Provider, points based offers, etc)

3. Gift cards—customizable backgrounds with template handed off to the brand creative teams

4. Payment plan cards—Cherry offers payment plans for products and treatments

Allē Rebrand

The initiative to rebrand Allē was a large undertaking that needed strategic planning and implementation. Almost every aspect of Alle.com and the App was re-considered, from the header and footers, to the typefaces and colors. Here you will see that the changes made the UI look more modern and refreshed, and the experience from mobile web to app more consistent.

• Updated main font to a clean, modern sans-serif

• Eyebrows sentence case and colors consistent across pages

• Type sizes strategically mapped out via a type ramp for screens

Sites prominently utilizing wallet screens