Shopbop: Digital Loyalty Program

Shopbop is a trendsetting haven for fashion enthusiasts seeking the perfect blend of what's fresh and personalized. However, their Loyalty Program feels distant, transactional, and out of sync with the brands that customers adore.

The Challenge: Define the strategic vision, set of key features and commercial case for Shopbop’s next generation loyalty program.

1.0 Research

We began the journey by understanding Shopbop’s stakeholder aspirations, consumers attitudes, and the competitive landscape in which they play.

1.1 Insights

We developed a series of insights, complemented with a strategic hypothesis and potential ways to play.

2.0 Concept Portfolio

Our insights informed the development of a portfolio of 15 concepts, complete with a low-fidelity wireframes, and consumer and commercial rationales.

3.0 Concepts Testing

We tested these concepts with a representational cohort of 12 Shopbop members.

4.0 The Loyalty Program

The final solution is a fusion of the winning test concepts. It is driven by the themes of self-driving, editorial, and community.

4.1 Landing Page

The new home of Shopbop, an evolution of their existing brand identity showcasing the new user journey and set of benefits.

4.2 Profile Page

Scroll through your profile page to view your points, tier, and current offers that you can take advantage of.

4.3 Style Tiles

Click into Style Tiles to explore the products and services that you can redeem with your existing points, as well as a glimpse into what you can unlock at the next tier.

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