Case Study — Product Design
Driving User Engagement & Loyalty: Implementing a Milestone-Based Rewards Program
Lights! Camera! ACTION
Because loyalty doesn’t always start with a big incentive. Sometimes, it starts with something small that makes you want to come back. 🎁
And before you know it, those small rewards turn into a feeling that every visit is worth something. ⭐
Let's get started:
As part of a Product Design initiative, I designed the GIVA Crown loyalty program for GIVA, a jewellery e-commerce brand.
The objective was to move beyond a conventional points-based loyalty system and create an experience that makes every purchase feel like progress toward something meaningful.
As part of a Product Design initiative, I designed the GIVA Crown loyalty program for GIVA, a jewellery e-commerce brand.
The objective was to move beyond a conventional points-based loyalty system and create an experience that makes every purchase feel like progress toward something meaningful.
Understanding the problem space 🤔
In fast-growing e-commerce, loyalty is built beyond the first purchase. As GIVA scaled, customers were shopping, but there was no structured system to reward repeat behaviour or recognise continued engagement.
While the brand stood for premium jewellery and trust, the journey lacked progression - no points, no milestones, no tangible rewards for loyalty.
1. Framing the right problem 💡
Initially, the ask sounded simple: “How might we improve repeat purchases and customer retention?”
But jumping directly into building a loyalty program would have been premature. Before a solution, we wanted to understand:
What motivated repeat purchases?
Were users price-sensitive or experience-sensitive?
Were competitors already creating stronger retention loops?
2. Research & discovery 🔍
Wait, before Locking on a solution 🔐
Before finalising the loyalty program, we evaluated multiple approaches.
It aligned with actual user behaviour. Users wanted visible progress, exclusive perks, recognition and rewards that accumulated over time.
Designing the Loyalty Framework
We identified that a successful loyalty program needs to do more than offer discounts, make every interaction feel valuable.
It needs to create a continuous cycle of motivation, engagement, and rewards that encourages customers to return.
Unlike food delivery or fashion, jewellery purchases happen less frequently. This meant customers needed stronger motivation to return between purchases.
Thus, framework was built around 4 key principles:
Visible Progress : Customers should always know where they stand and what they can unlock next.
Frequent Motivation : Customers should not have to wait months before experiencing value from the program.
Multiple ways to EARN: Purchases are important, but other meaningful actions should also contribute to loyalty progression.
Reward Anticipation: Rewards should feel exciting and memorable, not transactional.
Based on these principles, the loyalty experience was structured into FOUR core mechanisms.
Design process and Screens:
Jackpot Timeline
We introduced the Jackpot Timeline as the first and most prominent section
With this, customers could visualise their progress
The trophy illustration was deliberately placed above the timeline to establish a sense of aspiration and achievement.
The progress indicator is highlighted using gold accents to immediately communicate advancement and reinforce the premium nature of the rewards.
We introduced the Jackpot Timeline as the first and most prominent section
With this, customers could visualise their progress
The trophy illustration was deliberately placed above the timeline to establish a sense of aspiration and achievement.
The progress indicator is highlighted using gold accents to immediately communicate advancement and reinforce the premium nature of the rewards.
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Value was lost between sessions
We interviewed mentors and mentees and mapped their journeys. The insight was consistent: the moments that mattered were never captured, so mentors re-learned the same background every single time and coaching stayed shallow.
“If we could even remember one thing about last time, the whole session would feel ten times more useful.”
Validated manually, then built right
Before writing a line of code, we tested the memory concept by hand — summarizing sessions ourselves and sending them back to mentors. The lift in engagement told us it was worth building for real.
Upload image
Ending the handoff on the right note
01
Structured recaps
Each session ends with a clear, shareable summary of what happened and what is next.
02
Carried-over context
Notes resurface automatically at the start of the next session, so nothing is lost.
03
Editable by mentors
Mentors refine AI drafts in their own voice before anything is shared with a mentee.
Managing risks & tensions
Automation could easily feel impersonal or intrusive. We kept mentors in control at every step, made summaries opt-in, and treated privacy as a first-class constraint rather than an afterthought.
How the numbers moved
94%
of mentors said sessions felt more prepared and continuous.
61%
faster ramp-up at the start of each new session.
21%
lift in mentee retention across the program.
33%
more follow-up actions completed between meetings.
Making AI output feel like yours
The final layer let mentors tune tone and detail so every recap read like something they would have written themselves — trustworthy, warm, and unmistakably human.
Upload image
More Projects
Upload image
Product Design
Project Title One
Upload image
Mobile App
Project Title Two
Case Study — Product Design
Driving User Engagement & Loyalty: Implementing a Milestone-Based Rewards Program
Lights! Camera! ACTION
Because loyalty doesn’t always start with a big incentive. Sometimes, it starts with something small that makes you want to come back. 🎁
And before you know it, those small rewards turn into a feeling that every visit is worth something. ⭐
Let's get started:
As part of a Product Design initiative, I designed the GIVA Crown loyalty program for GIVA, a jewellery e-commerce brand.
The objective was to move beyond a conventional points-based loyalty system and create an experience that makes every purchase feel like progress toward something meaningful.
As part of a Product Design initiative, I designed the GIVA Crown loyalty program for GIVA, a jewellery e-commerce brand.
The objective was to move beyond a conventional points-based loyalty system and create an experience that makes every purchase feel like progress toward something meaningful.
Understanding the problem space 🤔
In fast-growing e-commerce, loyalty is built beyond the first purchase. As GIVA scaled, customers were shopping, but there was no structured system to reward repeat behaviour or recognise continued engagement.
While the brand stood for premium jewellery and trust, the journey lacked progression - no points, no milestones, no tangible rewards for loyalty.
1. Framing the right problem 💡
Initially, the ask sounded simple: “How might we improve repeat purchases and customer retention?”
But jumping directly into building a loyalty program would have been premature. Before a solution, we wanted to understand:
What motivated repeat purchases?
Were users price-sensitive or experience-sensitive?
Were competitors already creating stronger retention loops?
2. Research & discovery 🔍
Wait, before Locking on a solution 🔐
Before finalising the loyalty program, we evaluated multiple approaches.
It aligned with actual user behaviour. Users wanted visible progress, exclusive perks, recognition and rewards that accumulated over time.
Designing the Loyalty Framework
We identified that a successful loyalty program needs to do more than offer discounts, make every interaction feel valuable.
It needs to create a continuous cycle of motivation, engagement, and rewards that encourages customers to return.
Unlike food delivery or fashion, jewellery purchases happen less frequently. This meant customers needed stronger motivation to return between purchases.
Thus, framework was built around 4 key principles:
Visible Progress : Customers should always know where they stand and what they can unlock next.
Frequent Motivation : Customers should not have to wait months before experiencing value from the program.
Multiple ways to EARN: Purchases are important, but other meaningful actions should also contribute to loyalty progression.
Reward Anticipation: Rewards should feel exciting and memorable, not transactional.
Based on these principles, the loyalty experience was structured into FOUR core mechanisms.
Design process and Screens:
Jackpot Timeline
We introduced the Jackpot Timeline as the first and most prominent section
With this, customers could visualise their progress
The trophy illustration was deliberately placed above the timeline to establish a sense of aspiration and achievement.
The progress indicator is highlighted using gold accents to immediately communicate advancement and reinforce the premium nature of the rewards.
We introduced the Jackpot Timeline as the first and most prominent section
With this, customers could visualise their progress
The trophy illustration was deliberately placed above the timeline to establish a sense of aspiration and achievement.
The progress indicator is highlighted using gold accents to immediately communicate advancement and reinforce the premium nature of the rewards.
Upload image
Upload image
Upload image
Upload image
Value was lost between sessions
We interviewed mentors and mentees and mapped their journeys. The insight was consistent: the moments that mattered were never captured, so mentors re-learned the same background every single time and coaching stayed shallow.
“If we could even remember one thing about last time, the whole session would feel ten times more useful.”
Validated manually, then built right
Before writing a line of code, we tested the memory concept by hand — summarizing sessions ourselves and sending them back to mentors. The lift in engagement told us it was worth building for real.
Upload image
Ending the handoff on the right note
01
Structured recaps
Each session ends with a clear, shareable summary of what happened and what is next.
02
Carried-over context
Notes resurface automatically at the start of the next session, so nothing is lost.
03
Editable by mentors
Mentors refine AI drafts in their own voice before anything is shared with a mentee.
Managing risks & tensions
Automation could easily feel impersonal or intrusive. We kept mentors in control at every step, made summaries opt-in, and treated privacy as a first-class constraint rather than an afterthought.
How the numbers moved
94%
of mentors said sessions felt more prepared and continuous.
61%
faster ramp-up at the start of each new session.
21%
lift in mentee retention across the program.
33%
more follow-up actions completed between meetings.
Making AI output feel like yours
The final layer let mentors tune tone and detail so every recap read like something they would have written themselves — trustworthy, warm, and unmistakably human.
Upload image
More Projects
Upload image
Product Design
Project Title One
Upload image
Mobile App
Project Title Two
Case Study — Product Design
Driving User Engagement & Loyalty: Implementing a Milestone-Based Rewards Program
Lights! Camera! ACTION
Because loyalty doesn’t always start with a big incentive. Sometimes, it starts with something small that makes you want to come back. 🎁
And before you know it, those small rewards turn into a feeling that every visit is worth something. ⭐
Let's get started:
As part of a Product Design initiative, I designed the GIVA Crown loyalty program for GIVA, a jewellery e-commerce brand.
The objective was to move beyond a conventional points-based loyalty system and create an experience that makes every purchase feel like progress toward something meaningful.
As part of a Product Design initiative, I designed the GIVA Crown loyalty program for GIVA, a jewellery e-commerce brand.
The objective was to move beyond a conventional points-based loyalty system and create an experience that makes every purchase feel like progress toward something meaningful.
Understanding the problem space 🤔
In fast-growing e-commerce, loyalty is built beyond the first purchase. As GIVA scaled, customers were shopping, but there was no structured system to reward repeat behaviour or recognise continued engagement.
While the brand stood for premium jewellery and trust, the journey lacked progression - no points, no milestones, no tangible rewards for loyalty.
1. Framing the right problem 💡
Initially, the ask sounded simple: “How might we improve repeat purchases and customer retention?”
But jumping directly into building a loyalty program would have been premature. Before a solution, we wanted to understand:
What motivated repeat purchases?
Were users price-sensitive or experience-sensitive?
Were competitors already creating stronger retention loops?
2. Research & discovery 🔍
Wait, before Locking on a solution 🔐
Before finalising the loyalty program, we evaluated multiple approaches.
It aligned with actual user behaviour. Users wanted visible progress, exclusive perks, recognition and rewards that accumulated over time.
Designing the Loyalty Framework
We identified that a successful loyalty program needs to do more than offer discounts, make every interaction feel valuable.
It needs to create a continuous cycle of motivation, engagement, and rewards that encourages customers to return.
Unlike food delivery or fashion, jewellery purchases happen less frequently. This meant customers needed stronger motivation to return between purchases.
Thus, framework was built around 4 key principles:
Visible Progress : Customers should always know where they stand and what they can unlock next.
Frequent Motivation : Customers should not have to wait months before experiencing value from the program.
Multiple ways to EARN: Purchases are important, but other meaningful actions should also contribute to loyalty progression.
Reward Anticipation: Rewards should feel exciting and memorable, not transactional.
Based on these principles, the loyalty experience was structured into FOUR core mechanisms.
Design process and Screens:
Jackpot Timeline
We introduced the Jackpot Timeline as the first and most prominent section
With this, customers could visualise their progress
The trophy illustration was deliberately placed above the timeline to establish a sense of aspiration and achievement.
The progress indicator is highlighted using gold accents to immediately communicate advancement and reinforce the premium nature of the rewards.
We introduced the Jackpot Timeline as the first and most prominent section
With this, customers could visualise their progress
The trophy illustration was deliberately placed above the timeline to establish a sense of aspiration and achievement.
The progress indicator is highlighted using gold accents to immediately communicate advancement and reinforce the premium nature of the rewards.
Upload image
Upload image
Upload image
Upload image
Value was lost between sessions
We interviewed mentors and mentees and mapped their journeys. The insight was consistent: the moments that mattered were never captured, so mentors re-learned the same background every single time and coaching stayed shallow.
“If we could even remember one thing about last time, the whole session would feel ten times more useful.”
Validated manually, then built right
Before writing a line of code, we tested the memory concept by hand — summarizing sessions ourselves and sending them back to mentors. The lift in engagement told us it was worth building for real.
Upload image
Ending the handoff on the right note
01
Structured recaps
Each session ends with a clear, shareable summary of what happened and what is next.
02
Carried-over context
Notes resurface automatically at the start of the next session, so nothing is lost.
03
Editable by mentors
Mentors refine AI drafts in their own voice before anything is shared with a mentee.
Managing risks & tensions
Automation could easily feel impersonal or intrusive. We kept mentors in control at every step, made summaries opt-in, and treated privacy as a first-class constraint rather than an afterthought.
How the numbers moved
94%
of mentors said sessions felt more prepared and continuous.
61%
faster ramp-up at the start of each new session.
21%
lift in mentee retention across the program.
33%
more follow-up actions completed between meetings.
Making AI output feel like yours
The final layer let mentors tune tone and detail so every recap read like something they would have written themselves — trustworthy, warm, and unmistakably human.
Upload image
More Projects
Upload image
Product Design
Project Title One
Upload image
Mobile App
Project Title Two