LOYALTY PRODUCT LAUNCH
A membership club launched in 100 days: sign-ups 46% ahead of target, seen over 841,000 times, and adopted as the permanent program.
As Design Lead at Havas Helia CX, I directed the product design and creative strategy for a long-distance rail operator’s new membership club, from first concept to launch. The goal was a digital-first membership that felt like a lifestyle, not a rewards scheme.
PROBLEM
The brand needed to launch fast and prove the idea before committing to a full build, while feeling premium, human and unmistakably itself from day one.
SOLUTION
A first version with three membership tiers and journeys from sign-up through to rewards. It was polished enough to test real customer behaviour, and light enough to improve quickly based on what the data showed.
BEHIND THE WORK
Challenges & Wins
We had to move quickly without cutting corners. I ran the design sprints with in-house designers and freelancers, and worked closely with developers and the data team. We held workshops and testing sessions with the client, and what we learned shaped the launch.
It didn’t just pass the test. It beat every benchmark, with sign-ups 46% ahead of target and over 841,000 impressions in 100 days. The client then adopted the first version as their full loyalty program.
