Lead Designer Design Strategy 3-phase roadmap

Retailer Rewards Programs
at Shipt, from the ground up.

41% of habituated members cite loyalty as a key driver of value. Only 33% ever placed an order with a linked profile. The feature existed — it just wasn't meeting members where they were.

76%

of non-members cite cost as a top reason they don't use delivery

41%

of habituated members call loyalty a key driver of value

55%

of eligible orders had a loyalty profile linked — leaving nearly half untapped

33%

of customers ever placed an order with a linked profile

What we achieved

+137.8%

increase in loyalty program enrollment — the largest single-phase jump since the feature launched

+0.9%

lift in Average Order Value — members who linked loyalty profiles ordered more per session

We launched the first phase of this work as an experiment. Both metrics moved in the direction we predicted. The work below is how we got there.

The Opportunity

Editing rewards accounts was the #2 digital behavior tied to member habituation. It was a retention lever.

Design Hypothesis

If loyalty benefits are visible at the moment of intent, contextual to where the member is in their journey, and reinforced with clear value — we can drive enrollment and repeat spend.

The Status Quo

We had one touchpoint.
At the wrong moment.

Before designing anything, I mapped the full member journey to identify where loyalty surfaced — and where it was absent. The answer was stark.

Checkout screen showing the only loyalty touchpoint

User enters Shipt

User chooses a Retailer

User builds a Cart

User places their Order

One callout at checkout. No context on why linking matters, no way to discover the feature earlier, no reinforcement anywhere else in the journey.

The Design Approach

The goal was to weave loyalty into the shopping journey, not build a standout experience. This meant designing at the decision point — the moment a member is already choosing a store, browsing a product, or reviewing their cart.

Store selection — loyalty surfaces before the decision is made

Product tile — savings visible at point of purchase intent

Roadmap

Three phases. Shipped incrementally.

Structured so each phase delivered real member value while unblocking the next.

Launched

Phase 1 — Loyalty Benefits Amplification

More discoverable. Contextually surfaced. Members can explore and sign up for new memberships.

Launching soon

Phase 2 — Loyalty Pricing

Real-time reduced pricing for members who link their rewards card at supported retailers.

In design

Phase 3 — Benefit Redemption

Let members use accrued points and benefits directly toward their Shipt orders.

Full Case Study

Want to go deeper?

The full case study walks through every design decision and iteration — from the earliest explorations to what shipped.

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