Redesigning mobile loyalty journeys to improve engagement
My role
Visual / UX Designer
Year
2020 – 2019
Project details
Client
Filmstaden
Sector
Entertainment / Movie theatres
Project team
Small product team including a Project Manager and a Visual Designer.
Timeline
6 weeks
Overview
I led UX design for Filmstaden’s mobile loyalty and “My Pages” experience across iOS and Android.
The existing app included account and loyalty functionality, but the value of joining the loyalty programme was not clear enough. Sign-up felt longer than it needed to, and “My Pages” mixed account administration with loyalty content, making common tasks harder to find.
The opportunity was to make the loyalty experience more motivating and easier to use: helping moviegoers understand the value of joining, complete sign-up with less friction, and engage more naturally with rewards, tickets and related purchase moments.
My role was to simplify the sign-up journey, restructure “My Pages”, prototype and test the experience, and produce developer-ready designs for implementation.
The problem
Filmstaden’s loyalty experience was not giving users enough motivation or clarity to join and engage.
The sign-up journey was long and generic, while the benefits of joining were not visible early enough. Users had to commit effort before clearly understanding the value they would get in return.
“My Pages” also lacked a clear information architecture. Account settings, tickets, activity and loyalty content were mixed together, which made frequent tasks harder to find and reduced the usefulness of the area once users had signed in.
The business goal was to support more loyalty sign-ups and create better opportunities for engagement around tickets and concessions, without making the experience feel pushy or overloaded.
My role
I worked as the lead UX designer for the loyalty and “My Pages” redesign.
My work included:
auditing the existing sign-up flow, loyalty touch-points and account area
mapping pain points across onboarding, benefits communication and account navigation
defining design principles and success signals with the team
restructuring the information architecture for “My Pages”
simplifying and sequencing the sign-up journey
designing high-fidelity iOS and Android prototypes
writing and refining interface copy
testing the prototype with users
iterating flows, content and component behaviours
The project was time-boxed, so the work required a pragmatic balance between ambition, buildability and business value.
Design approach
The main focus was to make the loyalty journey feel worth joining before asking users to complete a form.
Rather than leading with account creation, the redesigned experience placed more emphasis on the benefits of membership, what users could expect, and how loyalty connected to cinema-going moments they already cared about.
The work focused on three priorities:
motivation; so making the value of joining visible before the effort of sign-up
simplicity; so reducing friction, uncertainty and unnecessary fields in the flow
engagement; so making “My Pages” more useful after sign-up through clearer structure and timely prompts
Key design decisions
Lead with benefits before asking for effort
The existing journey did not make the loyalty value proposition clear enough upfront. I introduced a benefits-led entry point that explained what users would get from joining before asking them to start the sign-up process. This helped make the exchange feel more balanced: users could understand the value before committing time and personal information.
Shorten and sequence the sign-up journey
The sign-up flow mixed important and less important information, which increased perceived effort. I restructured the journey into clearer steps, deferred non-critical fields where possible, and used progress, inline validation and simpler copy to help users move through the flow with more confidence.
Restructure “My Pages” around common tasks
“My Pages” needed to do more than store account details. I reorganised the area around clearer sections such as rewards, activity, tickets and account information, with frequent actions made easier to reach. This helped separate loyalty engagement from general account administration and made the area feel more useful after sign-in.
Use contextual prompts carefully
There was an opportunity to connect loyalty moments to ticket and concession purchases, but the prompts needed to feel helpful rather than intrusive. I explored contextual purchase prompts that appeared around moments of intent, such as after users checked rewards, points or activity. The goal was to support commercial outcomes while keeping the experience relevant to what users were already doing.
Design for recovery and momentum
Avoidable errors can quickly interrupt sign-up journeys. I defined clearer validation, error states and recovery paths so users could understand what needed fixing without losing progress. This helped protect momentum through the journey.
Balance platform consistency with native usability
The redesign needed to work across iOS and Android. I used a shared product logic and interaction model, while adapting interface details to platform expectations where needed. This helped maintain consistency without making the experience feel unnatural on either platform.
Testing and iteration
The design direction was shaped through a current-state audit, stakeholder input and qualitative testing with interactive prototypes.
Testing focused on whether users could:
understand the value of joining the loyalty programme
complete sign-up without unnecessary hesitation
find common tasks within “My Pages”
understand rewards, activity and account information
respond positively to contextual purchase prompts
Feedback helped refine the copy, reduce unnecessary steps, reorder content, improve way-finding and adjust the timing of prompts so they felt more useful.
Outcome
The project delivered a redesigned loyalty and “My Pages” experience across iOS and Android, supported by high-fidelity prototypes, tested flows and developer-ready specifications.
Participants found the revised sign-up journey clearer and easier to understand, and the redesigned “My Pages” structure made common account and loyalty tasks easier to discover.
I do not have clean post-launch metrics for sign-up conversion or purchase attach rate, so I avoid overstating the impact. The clearest outcome I can point to is that the work gave Filmstaden a clearer, tested mobile loyalty experience designed to improve sign-up motivation, reduce friction and support more relevant engagement after joining.
What I learned
This project reinforced that loyalty design is not just about rewards. It is about making the value exchange clear.
Users are more willing to join when they understand what they get, why it matters and how it connects to behaviours they already have. In this case, that meant connecting loyalty more clearly to the cinema-going experience: tickets, rewards, activity and relevant purchase moments.
It also showed the value of prioritising scope in a short project. The strongest improvements came from making the core journey clearer, rather than trying to add too many new features.
Reflection
I chose this project because it shows my experience designing consumer mobile journeys where motivation, clarity and business goals need to work together.
It required mobile UX, information architecture, interaction design, testing, platform consideration and pragmatic delivery within a short timeline.
