UNDER ARMOUR
UA Rewards
Overview
Under Armour wanted to enable a deeper connection between the consumer and athlete and connect with the brand in a new and exciting way while increasing brand loyalty and sales.
Under Armour is launching it’s first-ever loyalty program, UA Rewards. This program allows customers to earn points by purchasing products and completing physical MapMyRun Challenges.
I led the user experience and design for loyalty emails (journeys, eComm, Ad Hoc). In addition, I educated Under Armour on the benefits of Salesforce Marketing Cloud.
Role
Visual Design
User Flows
Wireframing
User
Process
Results
The UX/Creative and Copy teams worked to gather imagery, animations, and other content to be included in monthly emails. UX/Creative and Copy teams refined prototypes into final designs. Final designs were socialized with all teams involved and stakeholders. Once approved, UX/Creative ran user testing and synthesis. Any additional edits based on user testing were reviewed with the UX/Creative and copy teams.
Through my leadership and Salesforce implementation, UA Rewards surpassed 1 million members in its first few months of launch. UA Rewards members are now twice as likely to make a repeat purchase and return to the brand within 90 days, building greater brand loyalty.
Given my expertise in Salesforce Marketing Cloud, Under Armour was able to create email automations, manage customer relationships more efficiently, enable personalized interactions and targeted messaging (Example: 2x points in your birthday month), real-time customer engagement, and review marketing performance analytics.