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Glossier is a direct-to-consumer beauty company that leverages content and community to power an exceptional shopping experience. It is dubbed one of the greatest disruptors of the beauty ecosystem due to the brand's substantial success in leveraging social media and word-of-mouth to build momentum and a dedicated following.
Client Goals
As a digitally-native brand, Glossier turned to Wunderkind to help boost its e-commerce footprint. Given my experience as a Glossier user, I saw the opportunity to propose an email-driven incentives program leveraging social sharing. Glossier's roots as a spinoff of an online beauty blog demonstrate the brand's proficiency in harnessing the influence of community and social engagement. Therefore, this concept continues to effectively complement the brand's current marketing strategy.
Ideation and Analysis
Though not presently part of Wunderkind's product lineup, the concept of a loyalty referral program is not foreign, with many retailers and brands incorporating similar programs into their marketing initiatives. Working in a team of three other designers, we assessed the technical viability of this proposal and the level of effort required for integration into our existing product suite.
Our goal is to strengthen brand loyalty, foster peer interaction, and elevate the post-purchase experience.
Brainstorming Session
Key Research Insights
Emphasis on customer retention. Studies revealed that brands are placing a premium on retaining existing customers as they face rising acquisition costs and an increasingly competitive advertising market.
Balancing costs and benefits. Loyalty programs have become central to business models from hospitality to fashion to beauty, but brands need to implement a balanced program that incentivizes repeat purchases and customer engagement while preserving brand equity.
Personalized marketing at scale. With significant changes to third-party cookie regulations and an increasing focus on user privacy, zero-party data has become the most valuable asset for a brand to understand its unique customer base. It is transparent and accurate, without ambiguity regarding its source or intent. By strategically utilizing this data, brands can tailor their products and marketing efforts, resulting in more personalized interactions and stronger customer relationships.
Design Process
The initial phase of the project focused on understanding Glossier’s existing customer base, exploring its potential to reach new audiences, and more importantly, evaluating the strategic benefits of introducing some form of rewards membership.
Developing the user flow was a key part of the process—how will the customer engage and interact with existing communication channels, and how do they earn rewards?
Shopper Personas
We identified three primary user segments that would make a target audience for this tiered rewards program.
-> Existing Customers (High Frequency Purchasers)
-> Existing Customers (Low Frequency Purchasers)
-> New Customers
Existing Customers (High Frequency Purchasers)
Existing Customers (Low Frequency Purchasers)
New Customers
Email and text messaging flowchart
Email Designs
Emails are designed to be highly performance-driven and follow a content hierarchy. Images, text, and color are optimized to meet WCAG accessibility standards and for best readability and mobile responsiveness. All copy will be coded as live text to optimize loading time and allow for expeditious updates. More importantly, live text emails allow for hyper-personalization and are much less likely to be filtered out by email service providers.
SMS / MMS Designs
We recognize that everyone may not consistently check their email inbox or find it convenient to locate specific messages quickly. To address this, our design concept integrates Wunderkind's innovative Text-to-Join feature alongside traditional email communication. This approach aims to leverage SMS as a reminder tool, directing users to revisit their email for exclusive offers. By combining these communication channels, we ensure that customers stay informed and fully engaged with their loyalty benefits at their convenience.
Sample text messaging mockups
Business Impact
Our design concept focuses on fostering loyalty and enhancing customer engagement through a strategic approach combining tiered rewards and social sharing, powered by personalized marketing outreach. By leveraging Glossier's strong presence in online media, the strategy aims to strengthen existing customer relationships while driving higher conversion rates. Peer-sharing initiatives further amplify the sense of exclusivity and community involvement, creating a cohesive plan to deliver maximum value for both the client and their customers.
What's Next
This hack day project challenged us designers to think innovatively and beyond conventional boundaries, presenting the opportunity to upsell to an established client. The concept and deliverables were well received by design leadership. Nevertheless, as with any product launch, the process involves input from cross-departmental teams and leaves considerable room for feedback and iterative improvements. I am excited to see where this project will go and witness its progression!
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