Collaborate to create
The Digital Experience We Developed
To offer the most comprehensive experience to each user profile, the Group has chosen to design a complete website to showcase its loyalty program.
Designed with a mobile-first approach, a method that prioritizes the mobile user experience in a multi-platform context, the design is intuitive and sleek, with essential information easily accessible.
The website comprises a diverse range of rich and varied content and has been tailored to meet the needs and expectations of a broad spectrum of users. The site offers, among other things, to both members and non-members:
- A dedicated registration section to facilitate the enrollment of new members.
- A multitude of exclusive offers and attractive rewards updated weekly.
- Access to the number of points and their accumulation history
- A user account to manage personal information, preferences, and activities, with an integrated e-commerce platform that allows the exchange of rewards (using points or a combination of points and money)
- A “Giving Back” section to showcase the benefits of the program and their impact on the community (e.g., donations to local hospitals or athletes).
The website also features regularly updated flyers, rewards, and news. This diverse content enriches the user experience, creating a rewarding and engaging loyalty experience that fosters member loyalty. Finally, it has been designed and implemented to comply with WCAG 2.0 AA accessibility standards.
Main Challenges We Overcame
A User-Focused Experience
To start the website project in a healthy and efficient manner, nventive led definition and co-creation workshops to refine the value proposition, considering the entire company ecosystem. Through competitive analysis, inventory of technologies used in the existing ecosystem, and exploring interfacing possibilities, our experts gathered extensive knowledge to establish a clear roadmap.
The guiding principle was simple: enable members to make the most of their loyalty program. To achieve this, we decided to focus on creating an experience that emphasizes frequency of use and engagement. The design of the digital solution was thus guided by the principles of a user-focused experience.
This approach aims to make the interaction with the platform as intuitive and rewarding as possible.
Managing a Large Volume of Content
The client chose Headless CMS Agility for its API-first approach. The website’s design required the creation of around fifty different content blocks to adapt to various types of information and content styles to be displayed in multiple formats. Subsequently, page templates were created using these content blocks.
A best practices guide was also developed to ensure that the principles established by the user experience design were adhered to when introducing new content. We conducted CMS usage demonstrations to guide the internal teams.
Although Headless CMS platforms typically do not have built-in preview functionality, we introduced such a feature into our project. This integration allows content teams to preview the final rendering before publication, combining the flexibility and efficiency of a Headless CMS with the precision of a traditional CMS.
A Diverse and Robust Technological Ecosystem
Over the years, the loyalty program’s digital offering has evolved, and the project required the reuse of certain existing systems. Three technologies were thus integrated as part of this initiative:
- The personalized offer recommendation system
- The points exchange platform and points history
- The external web service for travel rewards, which allows members to exchange their points for travel bookings.
These integrations facilitated the creation of comprehensive and seamless digital workflows, leveraging the strengths of the program’s existing digital ecosystem.
Furthermore, the architecture was designed to support high traffic to accommodate the large number of members and users. The solution’s architecture includes the approach of pre-generating pages, known as Static Site Generation (SSG), which involves creating a static version of each page that can be served instantly, significantly improving the site’s performance.
This approach is particularly effective for handling a large amount of traffic. Even with a high number of users accessing the site simultaneously, the system can serve these pre-generated static pages quickly and efficiently, without requiring server-side computations for each request. This reduces the server load, enhances the site’s performance, and ensures a good experience for all users, regardless of traffic volume.
"We worked very closely with the client to create a structured method of collaboration and communication. This stands out as one of the most Agile projects I've worked on and and the acquired wisdom from it holds immeasurable value in fostering our growth. It was also quite a fun project to work on! "
