Michael Kors · KORSVIP loyalty · 2017–2019

I put loyalty sign-up in the shopping bag. It became a top-two join point, driving 17.4% of all sign-ups.

RoleLead UX designer

TeamEngineering, analytics, a visual designer, several PMs

Measured5 months after launch

Funnel stageConversion → loyalty

Results

17.4%Of all loyalty sign-ups came from this one spot

34.4%Conversion once shoppers clicked

5.1%Click-through rate

1.2MLoyalty sign-ups in the program's first year

The Michael Kors shopping bag on desktop, with a KORSVIP panel showing the points this order could earn and a Join Now link

The problem

KORSVIP launched well and kept improving, but not at the rate the business expected.

The question we started from: “How can we create excitement around the loyalty program for people who shop our site”

The KORSVIP program landing page: A more rewarding way to shop, with Join Now and Sign In — The KORSVIP landing page. Shoppers had to come here to join.

My role

I led the UX: defining the strategy and shipping the sign-up in the shopping bag. I worked closely with engineering, analytics and a visual designer, and with several PMs to sell the vision to the leadership team.

Finding the moment

I studied the product, bag and checkout flows of brands with strong membership programs, including Sephora, Nordstrom and American Airlines. Then I asked where in the journey a join prompt would be most compelling. The answer was the shopping bag: the shopper has already decided to buy, and the perks are concrete. It had to help them, not get in the way of checkout.

Nordstrom's rewards program page — Nordstrom rewards

Sephora's Beauty Insider rewards promotion — Sephora Beauty Insider

American Airlines miles promotion — American Airlines AAdvantage

Whiteboard notes and sketches of call-to-action ideas, including Join Free — Call-to-action ideas

Handwritten notes on the membership and referral program — Working through the problem

What I shipped

A simple join module that led with free shipping, a top benefit for most shoppers, and showed the points this order could earn. Seeing the reward on their own purchase taught shoppers what the program was worth.

Wireframe of the shopping bag with the KORSVIP join module next to checkout

Impact

We watched it for five months with Hotjar recordings and analytics. The shopping bag became one of the top two places shoppers joined, accounting for 17.4% of all sign-ups, with a 5.1% click-through rate and 34.4% conversion. 62% of those conversions came from mobile web, 30% from desktop, and the rest from tablet.

Also at Michael Kors

I co-led design of Michael Kors' first native apps. They beat the sales goal by 100% in under six months.

200KDownloads

60KMonthly active users

2×The sales goal, in under 6 months