LOYALTY PROGRAM
Mighty
REWARDS
Refreshing a loyalty experience through a stronger visual system and more cohesive digital journey.
ROLE
Creative Lead / UX/UI Designer
ORGANISATION
Mitre 10 - Metcash
CHANNELS
Web / Mobile / eDM / Social / CRM
THE CHALLENGE
Mitre 10 was revitalising the Mighty Rewards loyalty program including the introduction of a new points system and tiered benefits. The exisiting visual experience lacked consistency, with different iconography and artwork styles being used across customer touchpoints. The challenge was to create a more cohesive visual language while extending the refreshed identity across the digital loyalty experience.
WHAT I LED
Developed a refreshed visual direction for Mighty Rewards, created new iconography system and tier badges, designed supporting UI components and information tables, applied the new visual language across web, eDM and social, refined the member log in experience, considered the end-to-end online customer journey
OUTCOME
The refresh created a more consistent and recognisable Mighty Rewards experience across digital touchpoints, while supporting the introduction of the new tiered loyalty structure.
The new visual system gave Mitre 10 a more scalable foundation for loyalty communications, while the redesigned digital experience made it easier for customers to understand their rewards and engage with the program.
REFRESHING THE
LOYALTY EXPERIENCE
CREATING CONSISTENCY ACROSS A CHANGING LOYALTY PROGRAM
The Mighty Rewards program was being revitalised with a new points structure and tiered benefits. At the same time, its visual identity had become inconsistent across different customer touchpoints. The opportunity was to establish a clearer visual system that could support the refreshed loyalty proposition and create a more cohesive experience across digital channels.
BEFORE
ESTABLISING A
VISUAL SYSTEM
BUILDING A MORE COHESIVE LANGUAGE
I developed a refreshed set of visual elements that worked within the existing Mitre 10 brand while giving Mighty Rewards a more distinctive and consistent identity.
This included:
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Custom iconography
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Tier badges
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Tables and information components
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Supporting graphic elements
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Digital creative assets
The new system provided a consistent foundation that could be applied across the loyalty experience and marketing communications.
CHOSEN ELEMENTS
BRINGING THE SYSTEM
INTO DIGITAL
EXTENDING THE SYSTEM ACROSS DIGITAL TOUCHPOINTS
The refreshed visual system was applied across the Mighty Rewards digital ecosystem, including: Web, eDM, Social, Landing Page, and Member Login.
This created greater consistency between acquisition, engagement and member experiences.
IMPROVING THE MEMBER
EXPERIENCE
MAKING LOYALTY INFORMATION EASIER TO UNDERSTAND
The member experience was redesigned to give customers clearer visibility of their loyalty activity.
I introduced components that helped members understand:
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Current points
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Rewards
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Account status
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Purchase history
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Tier benefits
The goal was to make the value of the program easier to understand while creating a more cohesive experience between the landing page and member area.
CREATING A STRONGER
SIGN-UP EXPERIENCE
DESIGNING FOR STRONGER ACQUISITION AS WELL AS ENGAGEMENT
The refreshed landing page was designed to communicate the benefits of Mighty Rewards more clearly and encourage customers to join.
I focused on:
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Clearer information hierarchy
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Stronger presentation of benefits
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Tiered reward communication
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More engaging visual content
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Clear pathways into the loyalty experience