Make campaign progress understandable
Design digital stamp collection and voucher journeys for coffee rewards.
Why it matters Give an everyday promotion a visible progression from participation to redemption.
Morrisons / Product story
Bringing everyday loyalty into the digital journey.
Connecting stamp collection, reward redemption and loyalty-card access with the realities of in-store shopping.
01 / Understand
The challenge
In-store campaigns and the digital loyalty experience needed to feel connected. Customers needed to understand how to collect stamps, see progress, access a reward and present their loyalty card at checkout.
What informed the work
Research infrastructure was limited, so I used surveys, stakeholder interviews, customer data and commercial information to inform the work. Journey and scenario mapping explored how customers qualified for offers and moved between the app and the store. Priorities were weighed against user needs, market information and technical feasibility.
02 / Focus
Decisions behind the experience
Support the checkout context
Improve the scannable loyalty card and enable Apple Wallet access.
Why it matters Make the card available at the moment it is needed, within an existing customer habit.
Connect qualification and redemption
Map the conditions and screens that link an offer to an earned reward.
Why it matters The complete campaign logic matters as much as an individual promotional screen.
The journey at a glance
- 01Discover a reward
- 02Collect stamps
- 03Unlock a voucher
- 04Redeem in store
03 / Make it tangible
The product in practice.
Explore the actual screens and project artefacts. Select an image for a closer look.
The campaign journey, showing how the experience connects across screens.
The reward at the end of the stamp-collection journey.
Loyalty-card access within a familiar mobile context.
04 / Deliver & learn
From direction to delivery
I produced flows and high-fidelity designs for the loyalty experience, using stakeholder reviews and available evidence to refine the proposal. The work joined digital interaction design to the operational context of in-person shopping.
What came out of the work
The documented outputs include digital stamp collection, reward and voucher screens, improved loyalty-card presentation and Apple Wallet integration. This case focuses on the delivered journeys connecting the app to the in-store experience.
Product perspective
What this work shows
An effective loyalty product fits into an existing routine. The important design space was the connection between the app, the reward rules and the checkout.
Looking forward
How I would evaluate the next iteration
A proposed measurement lens, separate from the project results reported above.
Adoption
Use of digital card and Wallet entry points.
Campaigns
Progress from campaign participation to reward redemption.
Checkout
Successful card access and scanning in context.