Lead Designer Design Strategy Awareness → Earn → Burn

Retailer Rewards Programs
at Shipt, from the ground up.

I built Shipt’s retailer rewards program from the ground up, establishing a three-phase north star - awareness, earning, redemption - and guiding the design of each phase towards a cohesive, high-impact experience.

Shipt loyalty program designs
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
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.

Loyalty wasn’t a feature problem. It was a journey problem.

Loyalty appeared only once—at checkout—when it was least effective. There was no early discovery, no context for why it mattered, and no reinforcement across the journey.

Phase 1 — Benefits visibility. Shipped
Phase 2 — Loyalty pricing. Shipping now
Phase 3 — Benefit redemption. In design
Awareness Surface the program. Make the value obvious before the member starts shopping.
Earn Show rewards pricing at item level. Make savings visible as the cart builds.
Burn Let members redeem points at checkout. Reinforce the value after the order.
Enter
Shipt
→
Enter
Retailer
→
Build
Cart
→
Review
Cart
→
Checkout
→
After
Ordering
Phase 1

Loyalty benefits visibility

Right-hand panel — loyalty benefits

New entry point on the retailer homepage

Cart — loyalty benefits visibility

Cart — loyalty savings visible before checkout

Phase 2

Loyalty pricing

Store picker with loyalty pricing

Store selection — loyalty surfaces before the decision is made

Product tile with dual price hierarchy

Product tile — savings visible at point of purchase intent

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.

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.
Shipping now
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 covers the research that shaped the strategy, the journey maps across every state, the long-term vision for a Shipt-owned loyalty program, and the design decisions behind each phase.

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