Care Club
Care Club
The original landing page for the loyalty program was sparse on information that would incentivize visitors to enroll in the program. There was a lack of cohesive cobranding that would indicate this covers a suite of brands and products. Stylistically, the site lacked warmth. Johnson & Johnson products are typically associated with health and self-care, and the design was not evocative of those ideas.
The original user dashboard lacked hierarchy, and actionable funnels. There was no clear path for a user to take here because all of the actions seemed to be of equal importance. There was also a lack of content to explore and thus, a lack of incentive for regular, repeated use.
Objectives
Before
The first step in improving the experience was rebranding the loyalty program from the ground up. I based the new color scheme on colors of the beach and ocean to draw an association to relaxation and comfort. I incorporated more organic shapes to reinforce the connection to nature.
The new imagery guidelines center around products in the home. Rather than simply showing product images, I wanted to ground the products in the feeling they elicit. Medicinal products that bring us comfort and relief. Skin and haircare products that make us feel cleansed and refreshed. I wanted to convey these concepts in every element of the brand.
Objectives
Give Care Club its own distinct identity while still being neutral enough to let the brands be the center of focus.
I redesigned the landing page to highlight the lifestyle imagery associated with each brand. The hero image is replaced dynamically to match the brand the user was referred by. I worked with copywriters to make the new copy more inviting and actionable to new users.
I also added supplemental sections to demonstrate the benefits and rewards of the program, as well as a section to highlight some of the larger participating sub-brands. Each of these sections presents the user with a call-to-action to increase opportunities for conversion.
AFter
The new dashboard design focuses heavily on earning points and sharing branded experiences. I used a left panel navigation layout to reinforce the important actions on the page and give users multiple avenues to discover activities. I added a carousel of brand images to leverage cross-promotional opportunities between brands.
Colors are used to group actions. A gray background is used in sections where several brands appear alongside each other so as not to compete visually. The sandy background is used to group actions that can be taken regularly and that yield the most benefit. Secondary actions are grouped in light blue because they can be completed and can drop out of the design.
Objectives
Highlight feedback loop of earning points.
Elevate brands and branded content.
Increase repeat usage with clear actions and funnels.
AFter
I worked alongside the data team to improve the personalization experience within the app to create a two-way flow of information. These settings give us valuable insights about our users, which in turn allows us to serve them more relevant content.
Objectives
Reduce friction with highly visual inputs.
Streamline questions for the most valuable data.
With the rebrand in effect, I also created templates for emails, banners and other communications to reflect the same visual and tonal changes. This included creating branded emails for each sub-brand, as well as generic versions for Care Club itself.
The Johnson & Johnson umbrella covers a large number of brands that operate somewhat independently. In order to leverage the full value of the Care Club brand, we needed to sell the program to the individual brand managers. I created this sizzle real to demonstrate the value of the program for users and brands in order to get the full support of each of the sub-brands.
Send me a message and let's build great things together!
