PS Rewards
I led the UX redesign of Pacsun’s loyalty program, working across Brand Creative, CRM, and product to rethink how the experience could feel more engaging and relevant to our customers. I partnered with Brand Creative to develop a new design language for the program, giving loyalty its own visual identity while still feeling like a natural part of the Pacsun experience.
In collaboration with our CRM Director and her team, I helped shape a new tiered membership experience that gave customers more reasons to participate and move up through the program. I also brought together the existing digital punchcard and rewards perks with the new experience, making it easier for members to understand what they could earn and how to get there. From there, I introduced gamification that let members complete different challenges and tasks to earn points they could redeem for gifts, discounts, and unique experiences.
Since launching, the new loyalty experience has helped drive membership growth and higher customer satisfaction, while giving customers more ways to engage with Pacsun beyond simply making a purchase. For me, the project was about finding the right balance between business goals and creating an experience that actually gave customers a reason to come back and participate.
