Scanlan Theodore Loyalty
A refined loyalty experience designed to deepen customer relationships through care, clarity, and quiet generosity.
Scanlan Theodore is an independent luxury fashion house defined by modern elegance, intelligent design, and a commitment to timeless sophistication. The introduction of its first loyalty program marked a shift toward a more connected, relationship-led digital experience.
Role
Senior Digital Designer (UX/UI)
Capabilities
UX Design, UI Design, Branding & Identity, Wireframing, User Flows.
Sector
Retail, Fashion, eCommerce
scanlantheodore.com
Background
Scanlan Theodore is known for its considered approach to design, craftsmanship, and client experience.
To evolve its digital offering, the brand introduced its first loyalty program — extending its in-boutique, relationship-led service into a connected digital experience.
Unlike traditional programs, Scanlan Theodore Loyalty was designed as a gesture of appreciation — favouring thoughtful rewards, personal service, and long-term connection over points and incentives.
The Challenge
Loyalty programs are typically built to drive frequency through visibility — points, tiers, and urgency. For Scanlan Theodore, a more considered approach was needed to align with their brand. The experience needed to:
Deliver measurable commercial impact
Encourage ongoing engagement and retention
While remaining minimal, premium, quiet, and brand-aligned
At the same time, complex backend systems (tiers, rewards, expiry logic) needed to be translated into a clear, effortless user experience across both digital and in-boutique environments.
Goals
Increase customer retention and repeat purchase behaviour
Encourage account creation and program opt-in
Deliver a seamless omnichannel experience
Strengthen emotional connection to the brand
Establish a scalable foundation for future growth
Our Approach
We reframed loyalty as a relationship, not a system.
Rather than designing for accumulation, the experience centres on curated gestures — from welcome gifts to styling services and exclusive access.
The approach focused on:
Clarity over complexity — simplifying tiers and rewards
Restraint over noise — reducing friction and visual clutter
Consistency across touchpoints — aligning web, account, email, and in-boutique experiences
The result is a program that feels like a natural extension of the brand, not an added layer.
The Process
Working as Lead UX & UI Designer, I partnered closely with marketing, digital & eCommerce, development teams, and external agency partners to shape the end-to-end loyalty experience.
The process began with competitor analysis and mapping key customer journeys — spanning account creation, reward redemption, and ongoing engagement across both digital and in-boutique touchpoints.
From these insights, I developed wireframes and interactive prototypes to define the structure of the loyalty dashboard, core account flows, and supporting communications. The focus was on simplifying complex loyalty mechanics into a clear, intuitive experience within the existing eCommerce ecosystem.
These flows were then translated into a refined UI, aligned with Scanlan Theodore’s brand system. This included designing the web experience, loyalty dashboard, and key touchpoints such as account creation, preference centres, loyalty landing page, FAQs, and launch communications — ensuring consistency across the entire journey.
Key Features
Seamless Onboarding
Customers can join across digital and in-boutique touchpoints, with a simplified account flow that reduces friction.
Loyalty Dashboard
A central hub for rewards, benefits, and personalised product curation — designed for clarity and ease of use.
Curated Rewards System
A shift away from points toward thoughtful, discretionary rewards aligned with brand values.
Omnichannel Experience
Rewards can be accessed and redeemed both online and in-boutique, creating continuity across touchpoints.
Lifecycle Communications
A series of considered touchpoints guiding customers from onboarding through to reward redemption.
Results
The program launched in October 2025 as a quiet introduction to existing customers.
Early performance demonstrated strong engagement and commercial impact:
~7,500 members joined within the first month
2,651 sign-ups in launch week
Over 5,500 members were issued a Loyalty Welcome Gift, 73% of our total opted in members
Total sales made with rewards generated 308% ROI
Strong omnichannel engagement, with significant redemption across both online and in-boutique
In February 2026, the program launched its first ‘early access to new season’ benefit, inline with Autumn Winter 2026 launch.
This resulted in $403,010 revenue within the first week of launch, 39% up on last year (Autumn Winter 2025 launch drove $290,652)
The program currently has 10,000+ members in total
My Role
I led the end-to-end design of the loyalty experience — from early concept development and UX strategy through to final UI design and content execution.
This included shaping the overall experience, defining key user flows, and translating complex loyalty logic into a clear, intuitive interface aligned with the brand.
I collaborated cross-functionally with marketing, digital & eCommerce, CRM, and development teams to align business goals, technical requirements, and user needs — ensuring a cohesive, scalable, and brand-consistent product.
Throughout the project, I worked closely with stakeholders to refine the experience iteratively, balancing strategic objectives with a considered, user-centred approach.
Project Team
UX & UI Design
Shannah Salomon
Product Strategy & Project Leadership
Emma Johnson
Technical & Platform Management
Gina Croke
Copywriting
Natalie Smith
Photography
Jess Ruby James
Digital Strategy
Ogilvy
CRM & Loyalty Implementation (Salesforce)
Double H Marketing
Web Development
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