Priority Platform

Give customers a reason to open Priority again.

Vodafone and Ziggo wanted to reward customers with daily discounts and early access to event tickets. Priority had to make those offers easy to find, and useful enough that people came back.

Situation

Vodafone and Ziggo wanted a loyalty program that gave customers recurring offers and benefits.

My focus

Build a shared, accessible design foundation for the web and the app.

Result

One platform for daily discounts, event access, and the rest of the customer rewards.

Keep a growing mix of offers easy to find on web and in the app.

The platform had to hold a wide mix of offers and still invite repeat use. It also had to work on web and mobile without making discovery or redemption feel like extra work.

• Attract

  Help more customers find the platform and what they get from it.

• Engage and delight

  Make relevant rewards easy to browse.

• Grow

  Leave room for new offers without inventing a new interface each time.

Stocking rewards was not the hard part. Making Priority worth opening again was.

I owned the design system and the screens customers used.

As lead digital designer I owned the design system and the interfaces. I connected the web and app paths, put accessibility in the foundations, and used data, research, and stakeholder reviews to change course.

1. 01

   Understand

   Use research and platform data to find what customers actually needed.

2. 02

   Frame

   Align the work around Attract, Engage, Delight, and Grow.

3. 03

   Design

   Turn that strategy into web and app screens, plus components the team could reuse.

4. 04

   Iterate

   Change the product from feedback, new data, and stakeholder reviews.

One design system for a loyalty program that kept growing.

Priority put discounts, event access, and other benefits in one web and app product. The design system kept new offers looking like the same product. We kept changing it from data, feedback, and reviews.