As part of an overall brand repositioning and brand style update, I managed the overall site re-architecture, content strategy and UI design. Several stakeholder groups interviews were held to capture new requirements for everything from store experience, to promotions, to event planning. Discussions with the D and B brand agency were held to create alignment of final design and look. We replaced the previous mobile app experience by designing a fully responsive site.

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The main objectives of the new design was to create a localized content experience through store selection as well as to improve the rewards (Power Cards section) experience in order to help drive store visits from once per year on average to two.

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My role: UX lead, UI director