Rewards
Program Launch
I led creative direction, design, and UX to build a playful, story-driven pilot loyalty program for Crowd Cow, a mission driven food marketplace.
The result: average order value increased from $140 to $180, over 1.5M rewards were redeemed in one year, and customer retention saw a meaningful lift.
Creative Direction, Design & UX
Concept Development & Design System
Moolah Rewards began with a simple idea: introduce personality into loyalty. The name “Moolah” opened the door to a lighthearted visual world built around expressive iconography, friendly illustration, and microcopy that made the experience feel approachable rather than transactional.
The system expanded into tier visuals, modular components, and a cohesive color language — forming a flexible design foundation that could scale across UX, email, and marketing touchpoints.
Building the Experience
From dashboard modules to tier progression moments, every interface element was designed to make earning and redeeming feel clear, rewarding, and fun. The UI system balanced simplicity with charm, layering personality into a structure that remained familiar to existing customers.
From system to screens
Final designs brought the full identity together, playful visuals, intuitive flows, and clear reward mechanics built into a seamless customer journey. These final mocks show how the design system scaled into real moments of interaction across account pages, product cards, and the rewards landing page.
average order value increased from $140 to $180 with over 1.5 million product redemptions in one year
Activating Loyalty Through Email
Email played a key role in activating loyalty. We created a set of reward-specific templates that felt unmistakably Moolah while still fitting within the broader Crowd Cow ecosystem. Progress nudges, reward unlocks, and milestone celebrations all carried the same expressive visual tone that defined the program.
Results
The program delivered measurable impact across the business, boosting average order value from $140 to $180 and driving over 1.5 million product redemptions in one year. The playful UX and clear value exchange significantly improved retention and re-engagement, transforming the program into a core pillar of Crowd Cow’s customer lifecycle.
