Growing market share through loyalty rewards

We partnered with American Express to design and launch the digital experience of the U.S. Plenti rewards program. Its purpose was to engage new and existing customers, grow brand loyalty, and, ultimately, drive revenue.

American Express built a highly successful rewards program in its international markets and sought to emulate that success in the U.S. The new program would provide additional value to American Express cardholders and attract new customers.

Our contributions

Our mission was to translate a multicategory, multibrand rewards program into a fully responsive website that would engage people with personalized offers, allow consumers to earn and use points for product purchases, and be delightful to use. Because the Plenti rewards program is designed for people who want to save money across a wide range of brands, circumstances, and time frames, it was essential that the experience be consistent and cohesive across all digital platforms.

Validating ideas quickly

Initial ideas, generated through kickoff workshops, were validated through informal usability testing. These insights were used to inform the product design and emphasized the importance of usability testing to ensure a successful program launch.

Designing for numerous integrations

We collaborated with the American Express team to conceive solutions that would bring the Plenti digital experience to life. The design had to work across multiple platforms and integrate with diverse partner systems: price scanner screens for Macy’s, point-of-sale (POS) screens for ExxonMobile’s gas pumps, and user prompts on payment screens at Rite Aid.

Iterating to increase stakeholder engagement

Working with American Express’s development team, we validated design, user interaction, features, and page content for responsiveness across digital environments to realize the vision for The team structured release cycles to provide early and frequent deliverables for key stakeholders; this helped refine requirements, identify issues, and foster excitement within the client and partner organizations.

10 million enrollments in the first month

The initial launch of Plenti garnered unprecedented success, with approximately 10 million users in the first few weeks alone. As a result of Plenti’s marketing efforts and our design work with sponsor promotions, the Plenti rewards program experienced significant brand awareness, enrollment, and offer activation in a short period of time.