Zipcar Rewards MVP
Launched June 2025
I led UX strategy, design, cross-functional collaboration, and usability testing for Zipcar’s first-ever Rewards program. I ran multiple design sprints and partnered across PM, UXR, Engineering, and Marketing to define a scalable loyalty experience. I guided the project through a complex business pivot—points-based to dollars-based Rewards while balancing business constraints with user value.
As of late June (A/B test):
Incremental revenue: ~$61k
ROI: 3,265%
Context & challenge
Recognizing a gap in how members felt valued—and the risk of churn—I led the design of a flexible, user-centric rewards program that could drive engagement and revenue without heavy discounting. When the business made the financial decision to move from a points-based to a dollars-based system, I guided the design transition—translating the change into a clear, intuitive experience for members while preserving program flexibility. The result: a scalable framework that positions Rewards as both a growth engine for the business and a loyalty driver for our members.
Solution
A scalable Rewards system that lets members track rewards dollars earned and progress toward their next reward. It includes behavior-based challenges, an easy-to-understand rewards history, and flexible visuals that support mobile and desktop experiences.
My role & impact
Led with vision
Framed the MVP around user value and business growth—keeping design grounded in purpose, not just features.
Defined a “minimum lovable product” by including challenges to incentivize key behaviors and putting Rewards in primary navigation space
Integrated UXR findings into product direction
Aligned the team
Created momentum through structured collaboration and clear decision-making.
Facilitated multiple cross-functional workshops and design sprints
Summarized findings to guide alignment across teams
Defined priorities with PMs, UXR, Marketing, and Engineering
Navigated change
Turned ambiguity into action during the points-to-dollars pivot, keeping teams aligned and confident.
Translated business decision into a phased plan, sequencing discovery, scope, and rollout.
Converted every impact—design patterns, flows, content, earn + spend logic, engineering interfaces, and member communications—into a cross-functional change plan.
Designed for scale
Built a rewards experience that balances business needs with long-term UX vision.
Designed with future promo integration in mind
Updated system components (e.g., modal bottom sheet)
Collaborated with Creative on a Rewards asset ecosystem for use across web, mobile, emails, etc.