Role: Senior Product Design Manager, Tesco
Bringing Clubcard into everyday shopping journeys
+37%
4m+
12+
The approach
A new model for loyalty
Business Goal
Enable loyalty experiences to be integrated consistently across products, journeys and propositions through reusable patterns.
Vision statement
Create a more connected loyalty experience by surfacing value at the moments it matters most.
To guide decisions across the initiative.
Surface the right value at the right moment
Make loyalty value easy to understand
Support customer goals, not distract from them
Keep experiences purposeful and lightweight
Design reusable patterns that scale
Designing for scale
We explored a reusable component approach that could surface loyalty consistently across Tesco experiences while reducing duplication and improving consistency.
Design patterns should scale across propositions, products and customer journeys, helping build a more unified loyalty experience over time.
Concept exploration
Showing value in context
A key theme throughout the work was helping customers understand the value available to them. We explored how Clubcard value could be surfaced in context, helping customers understand what was available and how it could be used.
Making value visible
Helping customers understand what value they have before, and during their journey.
Clubcard value bar
Multiple values surfaced from the homepage.
Points at a glance
Clubcard entry point in top level navigation.
Value in context
Surfacing Clubcard at relevant locations.
Creating personal and timely experiences
Beyond visibility, we explored ways to make loyalty feel more relevant and engaging. Concepts focused on helping customers track progress, discover opportunities and interact with loyalty value at meaningful moments throughout their journey.
In-journey missions
Bringing missions into basket may encourage customers to add additional items to get closer to milestones.
Reward nudges
Contextual nudges may encourage customers to act in the moment when they see rewards are achievable.
Extending loyalty beyond Clubcard
We further explored how Clubcard value could appear naturally within wider shopping experiences. This included opportunities across basket, checkout and post-purchase journeys, helping customers discover value while they were already engaged.
Coupons in basket
Research showed customers would appreciate coupons in side basket.
Purchase related points
Showing how many points customers could earn may encourage spend.
Encouraging onward journeys
At end of journey, customers are more likely to explore additional benefits.
