UO Rewards Experience Update
UI Design
Rebrand for North America & EU
In summer of 2021 the UO Creative and UI teams where tasked with updating the Urban Outfitters UO Rewards program, a tiered membership program allowing guests to earn various perks based on the frequency in which they shop . Our main challenge with UOR was rethinking the way in which we displayed the programs benefits across all tiers - while pulling visual direction created by UO Digital Marketing Teams.
Landing Page Updates
We identified three main elements of improvement in which to guide our design updates moving forward.
Emphasis on conversion CTA’s (Join Now).
Emphasis on rewardable user actions - ways in which a user can earn points and advance through our tiered system.
Clearer visualization of the membership journey - showing tier transitions along side benefits.
Rewardable User Actions
With even more ways for the user to earn points we also wanted to create a new “earn” table. Perviously this visualized each actionable step in which a user could earn new points - advancing their membership tier, we had the opportunity to revisit the icon library while also adding new features to the program.
Ways To Earn
Looking to competitors we focused on a table display of information across all tiers, allowing the user to compare benefits while visually seeing future opportunities. This also allowed new benefits to be incorporated into the experience.
A New UO Rewards
The 2021 UOR Updated allowed for users to better understand our membership program while at the same time creating a product that felt aligned with competitors. Currently UOR is the most successful benefits program under the URBN umbrella.
