She Dares is Marlies Dekkers’ first membership program, designed to reward loyal customers with exclusive perks, early access to collections, and unique experiences. The goal was to create a structured, engaging, and accessible loyalty program that reflects the brand’s ethos of female empowerment and community.
Role
I served as UX/UI Designer, Art Director, and Designer, collaborating with the cross-functional team to define membership tiers, naming conventions, and tier progression criteria. Together, we brainstormed and shaped the program to ensure it was clear, motivating, and aligned with the brand’s values—all while staying within budget.
Challenge
The main challenge was designing a loyalty program without additional development resources. Traditional points-based systems were not feasible, so we needed an alternative way to differentiate the three tiers. We decided to base progression on purchase frequency, number of transactions, and total spend, creating a system that was transparent, fair, and easy to understand.
Research & Insights
We collected insights from multiple departments to map existing customer benefits, such as birthday discounts, early access to sales, and exclusive communications. These perks were organized into the three tiers, allowing us to present all existing benefits as a cohesive, aspirational program. This approach ensured a rewarding experience for users without the need for complex new developments.
Design Process
The user journey was mapped from registration to tier progression, emphasizing clarity and motivation. Wireframes and interactive prototypes were created in Adobe XD, iteratively refined through feedback loops. Key findings included the importance of making tier benefits immediately understandable and visually distinct to drive engagement and excitement.
Outcome
The final She Dares loyalty program is structured, user-friendly, and well-received by the community. New members immediately engaged with the perks through registration discount codes, which successfully encouraged repeat purchases. Early feedback confirmed that the program enhanced user satisfaction and brand loyalty. Future improvements will focus on more integrated communication across the website, app, and physical stores as budget allows.
