New Bitiba

To understand the landscape of lean loyalty programs in e-commerce, I explored several competitors across Europe. The goal was to analyze how they position their programs, communicate benefits, and integrate the membership concept within the shop.

I evaluated aspects such as access tiers, pricing visibility, design presentation, and overall user experience to gather inspiration and identify areas for differentiation.

Main Findings

• Concept: Memberships are designed to deliver benefits that attract users and encourage long-term retention.
• Key benefits: Most competitors clearly highlight benefits upfront, ensuring users fully understand the value they're signing up for.
• Narrative: Consistent messaging and a recognizable identity are maintained across all screens and channels, ensuring a cohesive and unique experience.

To align the team around a shared understanding of the customer experience, I mapped out a simplified journey that reflected a realistic user flow through the platform. This helped identify potential integration points for the membership offer.

The journey map became the base for a lightweight ideation session, where I gathered quick feedback from stakeholders and team members. This collaborative approach helped surface new ideas and considerations that shaped the direction of the solution.

Opportunities

• Value messaging: Highlight savings and perks clearly. Help users immediately see the benefits of joining.
• Streamlined registration: Simplify the sign-up process. Integrate registration seamlessly into the shopping journey.
• Post-purchase engagement: Reinforce membership value after purchase. Remind users of benefits to build long-term loyalty.

The design aimed to simplify entry into the membership program while creating moments of clarity and reinforcement. We prioritized early communication of value, reduced friction in registration, and designed subtle reminders that reinforce the benefits after purchase.

Due to tight timelines and the live nature of the platform, I moved into high-fidelity design early in the process, balancing stakeholder needs and ongoing development constraints.

During the early exploration phase, I explored a more ambitious vision for the membership, experimenting with custom branding, naming, and a separate color palette to differentiate it from the core shop. However, due to stakeholder priorities and time constraints, we scaled the concept back to focus solely on its core value: access to discounted prices.

While we challenged this decision at several points to explore a deeper offering, the team ultimately agreed to keep the MVP lean and ship early. The foundation was designed to be expandable for future iterations.

The final screens reflect the decisions made upstream — clarity at every touchpoint, from product pages to checkout. Price visibility and membership messaging were the hardest problems to solve: the savings had to be obvious without feeling pushy, and the hierarchy had to work for both members and non-members at the same time.

I conducted moderated usability testing with a mix of 5 internal employees and 5 potential users to evaluate the redesigned membership experience. The focus was on clarity of value, ease of registration, and overall usability across key touchpoints. Each session included both the current implementation and the new prototype — tested from the product detail page (PDP) through to purchase.

• Most participants preferred the new version, valuing the clarity around savings and early visibility of benefits.
• Some users were confused about the membership process, highlighting opportunities to improve messaging and onboarding.
• Checkout improvements — such as simplified address entry and better visual guidance — were appreciated, though some users missed the option to check out as a guest.

Feedback led to refinements in copy, layout, and user flow — particularly how savings were framed and how the membership process was explained.