ZALORA / Expanding

Transforming Paid Loyalty Program for Lasting Growth

ROLE
Design & Strategy
Research
Branding
PLATFORM
IOS & Android App
Responsive Web
PROJECT DURATION
10 weeks
YEAR
2023
PROJECT summary
ZALORA's free, spend-based loyalty program was unsustainable for long-term growth. To address this, the focus shifted to the existing paid membership program, which was facing declining subscriptions and low engagement.

I led end-to-end rebranding and entire experience. Conducted user research with 40+ participants to identified key pain points and churn factors, directly shaping the product roadmap and securing leadership buy-in.

Achieved a 200% increase in subscription, a 400% increase in order frequency and generate subscription revenue by MM$.
CONTEXT
Attracting new customers can be tough but keeping them loyal often brings even bigger challenges. That's why we're shifting from a free, spend-based loyalty program to our existing paid membership model - ZALORA NOW. This annual subscription provides free faster delivery in selected regions, with goal of helping the business achieve sustainable growth.
PROBLEMS
Data shows that ZALORA NOW members in the top-tier segment place 6x more orders compared to non-members. However, as of September 2022, ZALORA NOW subscription rate has been steadily declining, with more customers churning than being acquired.

↑ Design Process

RESEARCH METHODOLOGy
Since there haven't been any studies on ZALORA NOW subscription, the team has many uncertainties about why the subscription is declining. To tackle this, we're using the Riskiest Assumption Framework to kick off our research. I've partnered with the Project Manager to run this session and invite business stakeholders to participate.
Next, together with the research team, we conducted 1-on-1 interviews with 40+ users across Singapore, Malaysia, Indonesia and Philippines, where ZALORA NOW is available. We interview these 3 groups with goals:
1. Non-member to understand what prevents them from subscribing.
2. Current member to find out what they value about the subscription.
3. Ex-member to identify what prevents them from renewing their membership.
RESEARCH FINDINGS
REDEFINING THE PROBLEM
1. How Might We effectively raise awareness for non-member about ZALORA NOW and highlight its benefits to increase subscription rates?
‍
2. How Might We improve the benefits for current and former subscriber to win them back and encourage them to resubscribe? 
SUCCESS METRICS
Increase subscription rates
Reduce churn rates
Increase in order frequency and leading to growth in NMW
PRINCIPLES
✨ Foster exclusivity by expanding benefits beyond free express shipping and offering special deals for member only.
💎 Highlight membership benefits and clearly quantifying its advantages.
DESIGN - FIRST VERSION
While both non-member and member flows are equally important, we’ve decided to prioritize the non-member experience for this phase.

With a clearer problem statement and goal in mind, I started planning the ideal flow and key touchpoints to improve both experiences, working through multiple wireframes and collaborating with the team until the concept was ready to present to stakeholders.
BRANDING
As ZALORA NOW’s benefits expanded beyond free and express shipping, we refreshed the branding to better reflect this new direction. The process moved quickly as we had to align with marketing and secure stakeholder approval.

After several iterations, we landed on the new name: ZALORA VIP.
Yellow → Purple
To deliver a more premium experience and make users feel valued. Purple is a color often associated with wealth, royalty, and luxury, aligning with the elevated status we want to offer through the membership.
‍
NOW → VIP
Expands the value proposition beyond just next-day shipping. By introducing additional benefits such as partner rewards, priority customer reviews, and early access to sales, we aim to enhance the overall experience for our most loyal customers.
FINAL USER FLOW

↑ Non ZNOW User Flow

↑ ZNOW User Flow

final design
Changes Implemented:
1. Catalog Modal: Made the Subscribe action more prominent to increase visibility and encourage sign-ups.
2. Cart Page: Added confetti animation to celebrate when users subscribe, creating a more rewarding experience.
3. Order Summary: Updated how ZVIP pricing is displayed after discussing technical feasibility with the dev team, making it clearer and more consistent.
4. Checkout Page: Moved ZVIP into the shipping section for better context rather than just placing it at the top.
5. Order Success Page: Removed social proof messaging as it had been promoted throughout the checkout journey and showed less impact compared to other elements.
6. My Account - Membership Section: Enhanced with more savings info, benefits, and a VIP icon for a subtle, personalized touch.
7. Membership Page: Highlighted total savings and displayed the membership expiration date to keep users informed of their benefits.

↑ Add confetti + animation on Membership page + final perks from partnership team
IMPACT
200%
growth in active users
400%
increase in order frequency
MM$
subscription revenue
PRESS
Retail Asia Article
LEARNINGS
Always start with an Ideal Solution and Prioritize for Impact.
Identify risks and set up tracking to measure outcomes.
Launch in Phases for quicker feedback and refinement.
Balance and Effective communication is Key.
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