the company.
Bath & Body Works, a beloved brand founded in 1990, has grown to over 1,700 stores across the U.S. and around 300 globally, offering a wide array of fragrance, personal care, and home products. With a strong retail presence and expanding e-commerce platform, Bath & Body Works is dedicated to delivering engaging customer experiences both online and in-store.
my role.
As their Senior Product Designer on this project, I led initiatives to optimize the the user experience, focusing on promotional coupons and loyalty programs, including birthday offers, discounts, and QR codes. I led the digital branding transformation, contributed to the design system, and enhanced the customer experience across their e-commerce platforms. My role involved creating a cohesive user interface, conducting user research, and implementing Figma components to streamline the design process for both mobile and desktop applications. I collaborated closely with cross-functional teams, including marketing, product, and engineering, to ensure the digital solutions aligned with the brand’s goals and delivered a seamless, user-friendly experience.
the problem.
The mobile app featured multiple promotions and coupon offerings, yet user feedback indicated that customers struggled to find and redeem discounts seamlessly. The QR code coupon experience, meant to streamline in-store and online promotions, often led to frustration due to complex navigation, unclear coupon expiration dates, and difficulty accessing discounts during checkout. Additionally, the app’s UI was cluttered with overlapping promotions, impacting overall user satisfaction.
the solution.
We expanded our product offerings to online users, bringing our home fragrance diffusers and personal care products to customers through the Bath & Body Works native app. This digital presence enhances the user experience by providing convenient access to our collections, personalized recommendations, and exclusive online deals. Our goal is to seamlessly integrate our products into customers' daily lives, making it easier for them to enjoy our fragrances and personal home goods from the comfort of their homes.
research / user interviews.
We conducted user interviews, speaking to a diverse group of BBW customers who frequently shopped in stores. Key findings included:
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Confusing UI for promotions: Users found it challenging to locate and redeem coupons easily, especially when multiple promotions were running.
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Frustration with QR codes: Users had difficulty scanning QR codes in-store, leading to missed discounts.
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Desire for personalized promotions: Many users wished the app would tailor discounts based on their shopping behavior, including more prominent birthday rewards.​​
competitive analysis
These brands use a mix of digital and in-store offers to attract customers and foster brand loyalty through loyalty programs, special promotions, and value-added incentives like QR codes that lead to interactive experiences.
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We analyzed the discount and coupon systems of brands like Lush, Aveda, and The Body Shop, focusing on how they managed digital promotions. Key takeaways included their use of personalized promotions, simple navigation, and easy QR code functionality.
insights /next steps.
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Simplified Promotion UI: We revamped the coupon dashboard, creating a centralized hub for all active discounts, clearly displaying expiration dates, and highlighting personalized offers (such as birthday rewards). The UI was streamlined to reduce clutter and confusion.
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Enhanced QR Code Integration: I collaborated with the development team to create a smoother in-app QR code scanning process that auto-applied discounts during checkout, ensuring a seamless user experience in-store and online.
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Personalized Marketing Integration: The app was updated to feature customized promotions based on user behavior and purchase history, including early access to sales and special birthday promotions.
branding & design system.
The branding is vibrant and playful, incorporating their signature color palette of Blue (#004C91) and White (#FFFFFF) gingham. Custom icons were designed to represent key app features, such as promotions, coupons, and birthday offers. These icons were integrated into our Figma design system, ensuring consistency across both mobile and desktop platforms. We also created reusable UI elements like buttons, promo banners, and card layouts to ensure a consistent and scalable design system.
ui components.
To streamline the design process and maintain consistency, a comprehensive Figma design system is used. This includes:
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Buttons: Pre-defined primary, secondary, and promotional buttons. Primary buttons (like "Add to Cart" or "Check Out") are bold with high contrast, often in deep blues or promotional colors like pink for sales.
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Navigation Menus: Sticky navigation bars with dropdowns, ensuring that users can always access key categories and offers from any part of the site.
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Product Cards: Modular, responsive product cards displaying images, descriptions, and price tags, optimized for mobile and desktop views.
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Coupon Banners: Customizable components for showcasing seasonal sales, which automatically adjust to current promotions and messaging.
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Coupon Cards: Clear and bright call-to-action buttons for adding items to the cart, accessing special promotions, or signing up for the rewards program.
Rewards Sign-Up flow.
This streamlined and engaging user flow helped Bath & Body Works increase sign-ups for their rewards program, enhancing customer loyalty and retention while providing users with personalized rewards and incentives. Key learnings:​​
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Entry Point: Users encounter the “Join Rewards” CTA across the homepage, product pages, and in-app onboarding, making the rewards program easily discoverable.
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Sign-Up Page: A simple sign-up form asks for basic information (name, email, password) and optional personalization, like birthday for special offers.​ Clear, well-spaced fields with helpful error messaging ensure a smooth process.
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UI Elements & Figma Design: A top progress bar keeps users informed of their completion status. Bold CTA buttons like “Join Now” guide users through the process. A brief outline of the "Rewards Overview" program benefits is displayed to motivate sign-up.
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Confirmation & Onboarding: After submission, users are welcomed with a confirmation screen and directed to their rewards dashboard to start collecting points. A welcome email with a special offer encourages immediate engagement.
outcome.
The redesigned user flow increased rewards program sign-ups and improved customer engagement with the rewards dashboard. By making the sign-up process user-friendly, Bath & Body Works saw a rise in both customer loyalty and in-store redemptions of promotional offers, ultimately driving revenue growth.
​next steps.
The next steps involve continuing to iterate and refine the rewards experience based on user feedback, exploring personalized offers and tailored incentives to boost engagement, and implementing A/B testing to drive ongoing improvements in sign-up conversion rates.
learnings.
This project highlighted the importance of clear communication and error handling in improving user satisfaction. Collaborating across teams reinforced the value of consistent branding and aligning the digital experience with customer expectations, which are key to driving long-term loyalty and business results.
