Invaluable’s loyalty program aims to enhance the experience for our most active users by offering additional benefits, rather than providing discounts upon winning an item. I played a central role in the development process, contributing from brainstorming and evaluating benefit options to designing and implementing communication assets.
VIP Loyalty Program
Keep Winning After Auction Day
Program and Benefits
Users automatically join the program upon meeting the criteria of placing a minimum dollar amount of bids while maintaining good standing with Invaluable and its partner auction houses. As data on “good standing” varies among sellers, I crafted messaging offering general tips based on common issues identified by our Customer Care team.
During the brainstorming phase, we explored a range of benefits, considering both in-house offerings and potential partnerships with companies targeting a similar demographic. The decision was made to launch with three internally managed benefits, with plans to expand into a tiered system with more benefits later on.
Icon
To visually represent users’ new status, we created an icon suitable for small instances, such as replacing the standard single-user icon, as well as in a larger-scale for announcements and marketing. We opted for the gold color from Invaluable’s palette and designed options both universally recognizable for any loyalty program and with a nod to the auction industry. The chosen icon features an auction paddle, with a star in place of a bidder number, refined to a sleek shape with rounded corners.
Informational Site
A microsite was developed to provide detailed information about the program and quickly update users on any changes or additional FAQs.
Email Communications
With this being a new program, I developed the initial framework for email touchpoints for the new program, which underwent further refinement after testing.
Contextual Messaging
I wrote and strategically placed messaging across the site at key points of the user journey to reinforce the benefits of the program and align with the current offerings.
