BENEFIT LOVES
PROJECT RECAP
In 2023, Benefit Cosmetics asked us to help turn their customers into brand BFFs – by building their very first loyalty app.
Featuring a digital loyalty card, treatment booking tool and rewards hub, we designed Benefit Loves to feel fun and fabulous just like the brand itself. The result was an elegant digital experience that's entertaining and easy-to-use.
No wonder it's rated 4.8 out of 5 on the app store. Read on to see my contribution.
UX STORYTELLING
Control copy, onboarding, booking appointments, welcome messages, app store descriptions, notifications – you name it, I wrote it. As lead UX writer, I penned all copy across the app experience, applying the principles of storytelling while baking the feel good tone of Benefit's voice into every word.
BADGE ILLUSTRATIONS
Alongside copywriting, I designed a set of cute badges – developing an illustration style inspired by the brand's existing assets. Consumers earn these badges by completing milestones within the app.
VIRTUAL AIDE
In parallel with badge illustrations, I also whipped up a virtual aide to guide you around the app. Developed to be personalised by users – our guide had to be gender fluid, race neutral, animation-friendly, and – most importantly – on brand.
CONTENT DESIGN
Since launch, we've continued to lead the content strategy and product roadmap for Benefit Loves. For me, that's mean't pivoting to designing content for promotions and features within the app, as well as content that sits on social channels.
CREDIT WHERE IT'S DUE
Agency – Movement Digital
Creative Director – Tim Ash
UX Lead – Fiona Hutchison
Design – Lewis Peat