Portfolio / Douglas.de, CRM programme

Douglas.de, CRM programme

Lead UX

Implementation and roll-out of a loyalty programme (CRM) for Douglas in the German market.

Douglas.de Beauty Card loyalty programme — sign-up and account flow.
The Douglas Beauty Card — loyalty sign-up and account flow.

Delivery

Initial research, scoping, and specification of requirements, plus the development of wireframes and user flows for 1:1 multichannel communication — desktop and mobile website, email templates and flows, an in-store tablet app, a POS application, and printed receipts.

The challenge

Adapting the popular loyalty concept from Matas to the German market was an interesting task, as both the business culture of Douglas and the mind-set of German customers were widely different from Matas and Danish customers. The project also required a lot of stakeholder management and navigation within a political organisation.