Nutribén is a well-established brand in the infant nutrition sector, with an active ecommerce platform and a large base of recurring users. The project focused on the redesign of the loyalty club user area, structuring a points-based reward system as a strategic lever for retention and business value. The design followed a mobile-first approach, prioritizing key user account flows on mobile devices.
Product Designer. Responsible for the UX/UI redesign of the Club's private area, defining the points and rewards system, and integrating it into the existing Shopify-based ecommerce.
The loyalty system existed, but its logic was not clear to users. Points accumulation, real value, and redemption options were poorly communicated, reducing perceived benefits and recurring use of the Club.
The experience lacked a clear progression narrative and visual hierarchy to help users quickly understand what they had earned and how they could use it, especially in mobile contexts.
"The challenge was not to add complexity, but to make the system's value visible."
Based on the identified problem, the project goals were:
The work started by analyzing how users interacted with the private area, with a strong focus on mobile usage patterns.
From there, the loyalty experience was redesigned by reorganizing information, clarifying states and hierarchy, and defining clearer flows for earning and redeeming points, always prioritizing speed and clarity on mobile devices.
UX design focused on transparency and predictability. Visually, hierarchy and readability were reinforced, integrating the feature into Nutribén's existing visual language and ensuring consistency across desktop and mobile.
The project was developed in close collaboration with product and development teams, ensuring technical feasibility and proper implementation within the existing roadmap.
The feature is live and in use. The redesign improves understanding of the loyalty system and strengthens the relationship between the brand and its users.