NeiMan marcus group / 2024

incircle loyalty program

I collaborated cross-functionally across Neiman Marcus, Bergdorf Goodman, and Horchow to bring the InCircle Loyalty Program fully online. Previously accessible only via paper mail through a branded credit card, I helped design and deliver the program throughout the digital experience—across Account, Bag, Checkout, and editorial landing pages—allowing customers to view benefits and apply for the credit card directly online. My work ensured a seamless, cohesive experience across web and app platforms for all three brands.

UX and Strategy

• Conducted competitive and inspirational audits

• Collaborated cross-functionally with Business, Creative, Marketing, Loyalty, and other teams to meet all requirements

• Mapped user journeys and designed flows to optimize the loyalty sign-up and engagement experience

Design

• Created wireframes, hi-fidelity mockups, and interactive prototypes for all three brands across devices

• Ensured QA and consistency across platforms

• Designed a cohesive, branded experience that highlights loyalty benefits without disrupting the shopping journey

Results

Increased visibility across the site drove a measurable rise in loyalty program sign-ups and usage, enhancing engagement and customer retention across the three e-commerce platforms.