Enhancing Loyalty Sign-Ups at Checkout

Project Overview

I explored how a national retailer could integrate loyalty enrollment directly into the in-store checkout flow. The goal was to reduce friction, capture more sign-ups at point of sale, and better align with competitor practices.

Role & Responsibilities

• UX designer leading exploration and testing

• Service design mapping

• Research, ideation, and prototyping

  
  

The Problem

Unlike competitors, the retailer lacked an easy way for customers to join loyalty at checkout. Customers had to download the app or use a separate process, leading to missed sign-up opportunities and lost potential for rewards-driven engagement.

Research & Insights

• Observed competitor practices (e.g., auto-enrollment by phone number at register).

• Conducted on-site observations and interviews with customers and employees.

• Identified friction from app dependency and complex sign-up flows.

  
  

Design Process

• Created journey maps comparing existing vs. competitor checkout flows.

• Prototyped a loyalty-at-checkout flow integrated with the POS.

• Tested customer comprehension and cashier workflow impacts.

  
  

Key Solutions & Highlights

• Phone Number Enrollment: Customers could enroll with just their phone number at the register.

• Instant Rewards Visibility: New members saw rewards reflected on their receipt immediately.

• Seamless Integration: Reduced cashier training needs by keeping flow simple and intuitive.

  
  

Outcomes

• Improved sign-up capture rate potential at checkout.

• Stronger foundation for loyalty-driven revenue growth.

• Reduced reliance on mobile app for enrollment, widening accessibility.