| Overview | |
|---|---|
| Company | South Eastern Grocers (SEG) |
| Focus | Loyalty Program Migration & Customer Retention |
| Role | Design Director |
| Scope | Customer Migration Strategy, Responsive Product Design, Cross-channel Experience, Design System |
| Partners | Product Management, Executive Leadership | Responsibilities | Product Strategy, UX Research, Customer Journey Mapping, Product Design, Design Systems, Cross-functional Facilitation |
| Outcome | Designed the responsive web experience that helped existing loyalty members successfully transition to a new rewards platform while supporting a broader cross-channel migration strategy across web, in-store, and IVR touchpoints. |
Protecting Customer Loyalty During a High-Stakes Platform Migration
Southeastern Grocers, owner of 4 major grocery brands with around 420 stores, was replacing its legacy loyalty platform with a new rewards program. Existing customers had to actively enroll in the new system or risk losing the points and coupons they had accumulated over years of shopping.
Many Southeastern Grocers customers depended on weekly coupons and loyalty rewards to manage household grocery budgets. Preserving those savings during the migration wasn't simply a technical challenge, it was essential to maintaining customer trust and preventing disruption for families who relied on the program.
Leading internal teams to unite 5 brands into a cohesive experience. A design systems maintained consistency across both physical and digital touch points and supported the new loyalty experience.
Product StrategyStart with the Problem
Southeastern Grocers was transitioning millions of customers from a legacy loyalty platform to a new rewards experience.
Unlike a traditional product launch, customers had to actively opt into the new program to preserve their existing rewards. Missing that transition meant losing valuable points and coupons that many households depended on during their weekly shopping.
Design SystemDesigned For Scale
Designing for scale meant thinking beyond individual screens. The loyalty platform was built as a reusable product that could be white-labeled across four grocery brands with minimal engineering effort.
A shared component library, responsive patterns, and accessible design standards created a flexible system that balanced brand differentiation with operational efficiency, allowing teams to launch and maintain multiple branded experiences from a single product foundation.
The design system was WCAG 2.0 compliant and mobile-first. It increased accessibility and consistency while supporting development teams moving extremely quickly.
PRODUCT & MARKETING STRATEGYTurning a Complex Migration Into a Simple Experience
Successfully migrating millions of loyal customers required more than a single enrollment experience. Every touchpoint had to reinforce the same message, reduce uncertainty, and help customers confidently transition without losing the rewards they depended on.
Whether customers enrolled online, through an in-store register, or by calling the automated phone system, we created a unified journey that reduced friction and helped maximize customer adoption.
I designed the responsive marketing website and the digital product experience as one connected ecosystem, aligning messaging, enrollment, and account management to create a seamless journey from first visit to active participation in the new loyalty program.
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Results
The SEG team was able to launch their new platform architecture in <1 year.
Over 13 million customers across 4 brands and 420+ stores are successfully using and loving their rewards points!
