The Problem

Most e-commerce design focuses on getting customers to checkout. But what happens after they buy? For this retailer, the answer was: not much.

The "My Account" section was a graveyard — order history nobody visited, settings nobody changed, a loyalty programme buried three clicks deep. Customers completed purchases and disappeared. Retention was poor, repeat purchase rates were low, and the loyalty programme had dismal engagement.

The business wanted to transform the post-purchase experience from an afterthought into a retention engine.

What I Did

I led the redesign of the account area, focusing on turning passive account management into active customer engagement.

My approach:

• Conducted user research to understand post-purchase needs and pain points

• Mapped the customer lifecycle to identify engagement opportunities

• Redesigned the account dashboard with actionable content

• Created a loyalty programme interface that surfaced earning opportunities

Designed proactive notifications and re-engagement touchpoints

Key Design Decisions

1. From passive storage to active dashboard

The old account page was static. I redesigned it as a dynamic dashboard showing: loyalty points (with contextual earning suggestions), upcoming deliveries, warranty status, and personalized product recommendations.

2. Loyalty visibility everywhere

Previously, customers had to navigate to a separate loyalty section. I integrated points balance into the header, showed earning opportunities on product pages, and added progress bars toward rewards.

3. Proactive service, not reactive support

Instead of waiting for customers to contact support, I designed proactive touchpoints: warranty reminders before expiration, product tips after purchase, trade-in suggestions for aging products.

Results

The redesigned account experience delivered improvements across retention metrics:

• Increased repeat purchase rate

• Higher loyalty programme engagement

• Reduced support contacts for order status queries

• Improved customer satisfaction scores

Specific figures are confidential, but the project demonstrated measurable impact on customer lifetime value.

What I Learned

Post-purchase experience is undervalued in most e-commerce design. The cost of retaining a customer is far lower than acquiring a new one, yet design investment typically focuses on acquisition. There's significant opportunity in the "boring" parts of the journey.

My Role

✓ User research and lifecycle mapping

✓ Account dashboard redesign

✓ Loyalty programme UX

✓ Notification and engagement design