Zalando Plus
Designing Loyalty Around Trust.
As part of the Zalando Plus Growth initiative, we explored how to improve awareness, discoverability and understanding of the loyalty programme across the shopping journey. User research revealed that many customers were unaware of Plus, misunderstood its value, or struggled to find information about its benefits. These findings informed a series of hypotheses around making Plus more visible, relevant and easier to understand at key moments of interaction.
We explored contextual entry points across the homepage, My Account and product detail pages, alongside more transparent communication of membership benefits and rewards. Each hypothesis considered user intent, information hierarchy and opportunities to introduce Plus without disrupting the shopping experience. The concepts were developed into prototypes for unmoderated user testing, helping evaluate which approaches could encourage discovery, build trust and support enrolment.
