How Loyalty Program could be a Movement

Discover how our tiered rewards program isn’t just about points — it’s about participation, personal style, and shaping the future of fashion together.

This case study explores Spindle Circle, a conceptual loyalty program designed not just to reward transactions but to nurture connection, identity, and participation within a fashion community.

Developed as a creative exercise, Spindle Circle reimagines what loyalty could look like if it were shaped around people, not products. While entirely hypothetical, this concept is grounded in real user behavior, emotional incentives, and brand storytelling, aimed at building long-term engagement through meaning, not mechanics.

What follows is a breakdown of Spindle Circle's imagined structure, narrative, and visual flow as a thought experiment in brand loyalty redefined.

! Figma file attached to the end of the article.

ACT 1: Setting the Stage

Spindle & Co - The Ecommerce Brand

A contemporary apparel brand blending modern silhouettes with everyday comfort, designed for those who value style, simplicity, and self-expression.

Who are the users? User Persona

👧 Tara - New User
- Age: 24
- Occupation: College Student
- Tech Savviness: Moderate
- Goals:
  - Find stylish, affordable clothing that fits her youthful, trendy aesthetic.
  - Discover a new brand that offers high-quality items at a reasonable price.
  - Enjoy the perks of signing up for a loyalty program, especially for first-time buyers.
- Behavior:
  - Shops online often, especially on mobile, looking for trendy pieces that suit her social media presence.
  - Follows fashion influencers for styling tips and new brand recommendations.
  - Recently heard about the brand through social media ads or a friend's recommendation.
- Pain Points:
  - Uncertain about committing to a brand without first trying it out.
  - Wants to ensure she’s getting good value for her purchases but doesn't want to feel overwhelmed by loyalty program details.
- How the Loyalty Program Fits:
  - Tara would be enticed by a welcome bonus in the loyalty program (e.g., points or a discount on her first purchase).
  - A simple, intuitive system where she can quickly earn rewards for her initial purchase and start earning more as she continues to shop would keep her engaged.
  - The loyalty program could include exclusive offers like early access to sales or limited-edition collections that would encourage her to return and make repeat purchases.
👸 Lauren - Existing User
- Age: 34
- Occupation: Graphic Designer
- Tech Savviness: High
- Goals:
  - Continue to receive exclusive rewards for her consistent purchases.
  - Feel like a valued customer with personalized perks and offers.
  - Get early access to new collections and sales, especially for new releases in her preferred style.
- Behavior:
  - Frequently shops with the brand for her casual and work wardrobe.
  - Has been a loyal customer for over a year and frequently purchases items during sales events.
  - Regularly checks the brand’s email newsletters and app for new arrivals and exclusive offers.
- Pain Points:
  - Sometimes feels like loyalty rewards don’t scale with her continued spending.
  - She wants more personalized rewards and recognition for her loyalty, beyond just discounts.
- How the Loyalty Program Fits:
  - Lauren would appreciate tier-based rewards, where she earns more perks the longer she stays with the brand (e.g., exclusive early access, free shipping, or birthday rewards).
  - The program could offer VIP-only events or sneak peeks into upcoming collections, which would make her feel appreciated as an existing customer.
  - A referral bonus for sharing her favorite brand with friends could also incentivize her to help grow the brand’s customer base.

User Goals & Company Goals

User Goals
- Save money
- Feel rewarded for purchases/actions
- Simple way to earn & redeem
- Exclusive access to discounts, sales, and new arrivals
- Personalized rewards based on preferences and behavior

Business Goals
- Increase retention
- Build brand loyalty
- Encourage social sharing & repeat buys
- Increase customer referrals and social sharing
- Drive data-driven marketing and customer insights

Product Goals
- To implement a Loyalty program interface
  - through Gamification
  - rewards points
    - Purchases
    - Social Actions
  - Where will the reward points go
    - discounts
    - free shipping
    - exclusive products
- A loyalty Dashboard
  - A progress indicator to track points
  - rewards
  - engagement
- Nudges across
  - Home page
  - product page
  - In the Cart & Checkout pages
- To top all of this with Micro Interactions & Smooth User Flow

ACT 2 - The Process

👀 The real challenge?

Designing nudges that feel invisible but intentional—encouraging the right actions without shouting or selling.

We are going to implement Nudging using the EAST Framework

Make it Easy
- Setting Defaults: Pre-select options to minimize decision-making
- Reduce Friction: Minimize any hassles or obstacles for people trying to complete a desired behavior
Make it Attractive
- Appealing Visuals: Use bold, eye-catching colors and designs that stand out.
- Personalization: Tailor the message or intervention to individuals
- Incentives: Offer rewards such as lotteries or tangible rewards to increase appeal.
Make it Social
- Leverage Social Norms: Indicate that many others like the user are engaging in the behavior
Make it Timely
- Right Timing: Present interventions when the user is most likely to be receptive
- Immediate Gratification: Provide instant rewards or benefits for short-term satisfaction, even if larger rewards come later

User Flows

New User

Home Screen
We need to convert them to a customer before we convert them into a member
- Provide incentives to make the purchase, achieved using a discount & Free Delivery.
- ATTRACTIVE & EASY
1. Browse Products
  - A new user can view product categories and recommendations.
  - Show that there are already discounts on products
Product Page
- Display of product details, price, and savings.
- Since they are not a member, we don’t nudge here, let them get what they like.
Checkout Page
- Option to redeem the 10% sign-up discount.
  Rather than asking them to enroll first, we ask them to enroll at the final step of checkout. This urges them to get the discount, and we get a member conversion.
  - TIMELY
Sign up & purchase completion.
- We update the bill with discounts and offers
  - providing them immediate gratification.
Post-Purchase Page
- Confirmation of order with earnings shown
- They have received the coins & points, but what can they do with them? Make use of their curiosity.
  - We ask them to learn more about the Spindle Circle Program.
  - TIMELY
Rewards Dashboard
- Overview of current points, available rewards, and progress bar.
- Information about how to gain more coins
  - Referring to friends
  - Sharing on Social Media & So on.
Checking in after delivery
- Rather than asking them to make a post after the order is placed, we ask them to share on social media with their new dress & double their points
  - Users are most likely to take pictures of their new outfit, which makes it easier to convince them to share with us.
  - We provide a chance for them to review their purchase & earn a few more
  - They get rewards & we get social outreach + valuable product reviews.
  - SOCIAL

Existing User

Landing Page
- Loyalty Program Notification: Highlight current loyalty status and its perks (Early access to the newest Collection)
- Member discount on certain products
Browse Products
- Provide early access to new designs.
- Provide an extra discount on selected items
  - ATTRACTIVE & EASY
Product Page
- Nudge them that it is a limited-time offer
- And they would be saving if they bought immediately
  - TIMELY
Checkout Page
- Show the user how much they are saving because of their membership
- Option to apply available rewards or discounts (e.g., free shipping, % off).
Post-Purchase Page
- Confirmation of order with updated points balance.
- Suggest to them other actions they can do to earn more coins
  - like referring a friend.
  - SOCIAL
Rewards Dashboard
- Detailed view of current points, next rewards tier, and past activity.
  - Option to view and redeem available rewards.
Checking in after delivery
- Same process as for a new User. Rather than asking them to make a post after the order is placed, we ask them to share on social media with their new dress & double their points
- SOCIAL