Integrated

Rewards

My Role: Lead Product Designer

Timeline: 6 months (2021)

Overview

In August of 2021 Kohl's launched a partnership with Sephora to be the exclusive Beauty category. This was a multi-faceted launch with close collaboration between multiple product teams driving various parts of this integration.
My role was to lead design on a multi-discipline product team to integrate the Sephora Beauty Insider rewards program at Kohl's while providing a meaningful and cohesive experience paired with our own Kohl's rewards program.

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THE OUTCOME

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Problem Space

We started by unpacking the scope of the existing experience through a workshop sprint to better understand the current state and align of problems to investigate further.

1. Different value propositions

Both brands had very different approaches to their loyalty program with unique earning and redemption mechanics. They also used different sign-up flows highlighting different benefits that resonated with their personas.

2. Linking an existing loyalty presence

Linking existing Sephora Beauty Insider presence was identified as the risk with the highest uncertainty as the existing Kohl's process required manual linking using a unique identifier that involved known pain points.

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OPPORTUNITY

How might we provide a seamless rewards experience for Kohl’s + Sephora customers to navigate two programs at a single retailer?

Understanding Current State

Several teams participated in a two-day workshop that I co-facilitated while pairing with another designer representing a core touch point in this workflow. We mapped out the current state journey our primary personas.

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Collaboration between two Brands

The product discovery involved close collaboration between technology and business stakeholders between the two brands, and I conducted multiple rounds of solution framing sessions with our stakeholders. This helped identify common workflows and goals to work towards.

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Through these sessions, I facilitated the creation of a service blueprint that helped identify dependencies and common services that Sephora and Kohl's will have to build for a handshake when a new reward account was created/linked.

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GOALS

We prioritized and aligned the highest impact goals that will help drive the identified success measures for engagement and conversion for account creation.

1. New sign ups driven by value communicated

A frictionless experience that initiates Sephora Beauty Insider enrollment through Kohl’s while clearly articulating the benefits of the program.

1. Frictionless linking of existing Sephora accounts to Kohl's

Contextual experiences for Sephora customers already familiar with the program so they can link with the least amount of information.

Framing Iterations & Lean Testing

I leveraged various testing and validation methods for iterative learnings for our riskiest assumptions. Through a testing platform, we ran moderated and unmoderated sessions with 1600 shoppers.

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TEST 01: UNDERSTANDING EXPECTATIONS / COMPREHENSION

One of the earliest tests to understand which benefits best resonate with Kohls and Sephora customer personas. Conducted a series of moderated tests to evaluate sentiment and comprehension of receiving these benefits at Sephora at Kohl's stores.

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TEST 02: CONTEXUALLY PLACED ENTRY POINTS

One of the identified strategies was to place reusable entry point widgets that introduced non-members with a call to action to "Join now" or "find their existing account". one of the goals for our test was to answer the following question.

"Where will customers click to find their existing Beauty Insider account when they’re directed to enroll?"

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TEST 03: OPTIMIZING FORM LAYOUTS

One of the next tests was to understand comprehension and completion rates for different form layouts. This also helped identify the level of comfort for optional information.
We also experimented with clearly highlighting the benefits the customer receives when they are asked to provide their birthday which previous customer interviews suggested as a point of friction.

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TEST 04: END TO END TESTING

We tested this in an end-to-end workflow that would be enabled as part of the broader launch and seek to better understand-

Can a customer start on the homepage, enroll in Beauty Insider, apply Beauty Insider points, and checkout with a Sephora item? 

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Testing in Production

I paired closely with my product manager and business stakeholders to build feedback loops for our riskiest assumptions. We established analytics for specific touchpoints to better understand the new touchpoints to effectively pivot and scale based on learnings.

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Understanding the post-launch flow and potential drop-off helps identify friction and also builds learnings towards understanding the Sephora at Kohl's customer as we spale beyond the minimal viable product.

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tanmay.mh1@gmail.com

© Tanmay Mhatre 2021