John Lewis Loyalty

The Challenge

John Lewis asked me to design the end-to-end experience for registering, migrating and onboarding customers to a new unified loyalty scheme across John Lewis and Waitrose.

The challenge was not simply creating a new digital journey, but understanding how existing customers from multiple legacy schemes could transition smoothly into a single programme.

Competitor Analysis

To understand best practice in loyalty onboarding I analysed a wide range of loyalty schemes across retail and digital services.

These journeys were documented in Miro and shared with the team to inspire ideas during design sprints.

Service Mapping

Service maps were created to visualise how the loyalty experience would operate across customer journeys, internal systems and operational processes.

Experience Mapping

By observing real customers during in-store shopping journeys I identified opportunities to improve loyalty awareness, engagement and redemption across physical and digital touchpoints.

Design Sprint

A cross-functional design sprint brought together stakeholders from John Lewis and Waitrose to generate, critique and storyboard solutions.

Wireframing & Prototyping

Wireframes and prototypes were created in Figma to communicate design intent and enable rapid testing with users.

Results

The process resulted in validated experience designs and helped unify stakeholders across John Lewis and Waitrose around a shared vision for the new loyalty scheme.