Case study / 04Vans · Loyalty Platform
Role
Led platform design across mobile and webTeam
Design, product, marketing, engineeringPlatform
Web, mobile, in-storeOutcome
3x repeat orders, 2x average cartVans had millions of customers and mostly transactional relationships with them. A great purchase didn't lead anywhere. There was no connective tissue between buying, engagement, and the brand people already felt loyal to.
At most brands, loyalty lives off to the side, a points balance buried in an account page. We treated membership as part of the commerce experience instead: rewarding the behaviors that drive lifetime value, and built to scale across a global, multi-market business.
Enrollment happened inside the experiences people were already in, not in a separate silo. One membership across app and web, anchored in the Vans design system.
Early access to drops and collabs, exclusive perks and experiences. Rewards tied to repeat purchase and real engagement, not just points for discounts.
The hardest part wasn't any single screen. It was making status, rewards, and benefits feel like one membership whether you opened the app or landed on the site.
Vans Family signed up millions of registered users in its first 12 months. Members placed repeat orders at 3x the rate and carried average carts twice the size. Engagement finally connected to commerce in a way the business could measure.
It also became a foundation the brand kept building on. Later campaigns, from the holiday shopping game to in-store activations, connected straight into membership.
