Club Rakuten.
A digital club experience that rewards customers every day.
Project role
Supporting Designer
UI/UX
Agency
Brand42
Year
2021
The Challenge
Rakuten was looking to re-launch their membership programme in the UK and Europe. Their differentiating factor is that they reward customers who purchase through their website with points, which can be redeemed for gift cards, movies or other perks. Whilst a Japanese digital powerhouse in Asia, they were less-known in Europe. Therefore, our challenge was to simplify their membership offering with a new digital experience.
The Process
Through extensive research and analysis of all of Rakuten’s business units, and their membership programme ‘Club R’, we understood that they had a lot to offer their customers. However, it wasn’t clearly a collective of products and their rewards system wasn't straightforward. We used wireframing, workshops, and prototyping in an effort to simplify their busy landscape into a singular, digestible product offering, compelling users to keep coming back for more.
The Outcome
Welcome to The Club
We created Club Rakuten, an exciting new digital hub that allows Rakuten to champion their key principle of ‘rewards made simple’. We achieved this by dividing rewards into three areas: 'Collect' - a place to pick up points by spending through Rakuten’s partner brands, 'Redeem' - a way to convert your points into credit, and 'Enjoy' - a hub of exclusive Rakuten perks. We also applied a fresh design that feels exciting and magical, with micro-interactions and personalised offers that appeal to individuals and families alike.
