Club Loyalty Feature
Designing a Compounding Growth System
Project type
Concept, Platform design, App design, Animation
Year
2025
Client
Club.co
My role
Head of Design / Senior Designer
Brands could drive activity — but not predictability. Growth came in spikes tied to campaigns. Revenue followed, then dropped off. Nothing accumulated. I led the design of a system that transformed this dynamic — turning one-off user actions into continuous, compounding growth.
My role
I led the design and development of the system in close collaboration with the CEO.
Working across both the brand platform and user app, I defined the growth model, system mechanics, and product experience end-to-end.
This included:
Designing the progression and incentive system
Defining how brands configure and control it
Shaping how users engage and progress
Designing a flexible visual system across platform and app, enabling brand-level customization at scale
This was not a feature — it became the foundation for growth.
Problem
The platform relied on segmentation and campaigns:
Activity spiked
Revenue followed
Engagement dropped
The system reset
There was no progression.
No accumulation.
No reason to continue.
Insight
Without progression, behavior has no memory.
Each action was isolated.
Every return felt like starting over.
Reframing the Approach
Initial thinking focused on introducing levels within user segments.
But segments are inherently unstable — users move in and out based on behavior.
This created a conflict:
Levels require continuity
Segments are dynamic
Progression needed to exist independently of segmentation.
System design
All actions convert into a shared currency.
Progression is continuous and visible.
Rewards scale with contribution:
Boosters (commission or cashback increases)
Prizes
Access to better missions
Status
This creates a reinforcing loop:
Action → Progress → Reward → Motivation → Action
This system consists of two connected parts
The Club platform, where brands design and configure their own clubs — defining how users enter, progress, and are rewarded.
And the Club app, where users join these clubs, complete actions, and level up over time.
Setting Up a Club
Brands start by choosing the type of club they want to create, setting the foundation for the behavior they want to drive.
Setting Up the Essentials
Brands define how users progress by assigning points to key actions.
Each club type follows its own logic — aligning progression with the value created.
Affiliate: revenue generated → points
Customer: amount spent → points
Ambassador: approved missions → points
Creator: impressions → points
Incentivizing Progress
Rewards are tied to both entry and progression.
Brands can assign prizes when users join or reach new levels — in the form of cash or store credit.
As users advance, boosters unlock additional perks such as higher commission or increased cashback.
Together, this creates a system where contribution is consistently rewarded and motivation builds over time.
Launch the Club
With the structure in place, brands fill the club with missions and publish it on their brand page — making it available for users to discover and join.
Progress at a Glance
Clubs are surfaced as cards on the brand page, showing users their current progress and encouraging continued engagement.
Unlock access
Users apply to join the club by passing a gate defined by the brand, whether through a mission or criteria such as age, gender, or follower count.
Stand Out to Daniel Wellington
Make sure your application meets the brand’s criteria to increase your chances of being approved.
Fingers Crossed
Your application is under review while rewards start ticking in behind the scenes.
The Wait Is Over
You made it in. Your access is unlocked — and your journey through rewards, levels, and missions begins.
And You’re In
Set up your trackable code, start earning, and watch your progress build.
