In 2015, I was the Lead Information Architect for Kobo's new loyalty product called SuperPoints. The project spanned 8 months of the roadmap, and required close collaboration with teams in Toronto, Ireland and Japan.
Design an end-to-end e-commerce experience that rewards book lovers for their love of reading through the membership product. This included discovery of the membership product in the online store, adding the product to cart, purchasing, accumulating points and redeeming them for rewards online—weaving all touch points together into a seamless experience.
Journey Map → User Flows → Wire framing & Copy Direction
Background colour reflects stage in the user journey, not the visual design.
This user flow shows the journey of a Kobo customer buying the VIP membership.
Within the first month of launching the new product experience, Kobo surpassed it's 12 month revenue goal. The user experience was successful at helping users discover the loyalty product on the e-commerce site, learn about its benefits, add the product to cart and finish purchasing it – at speed and with ease.