Invaluable’s loyalty program aims to enhance the experience for our most active users by offering additional benefits, rather than providing discounts upon winning an item. I played a central role in the development process, contributing from brainstorming and evaluating benefit options to designing and implementing communication assets.

Users automatically join the program upon meeting the criteria of placing a minimum dollar amount of bids while maintaining good standing with Invaluable and its partner auction houses. As data on “good standing” varies among sellers, I crafted messaging offering general tips based on common issues identified by our Customer Care team.

During the brainstorming phase, we explored a range of benefits, considering both in-house offerings and potential partnerships with companies targeting a similar demographic. The decision was made to launch with three internally managed benefits, with plans to expand into a tiered system with more benefits later on.

To visually represent users’ new status, we created an icon suitable for small instances, such as replacing the standard single-user icon, as well as in a larger-scale for announcements and marketing. We opted for the gold color from Invaluable’s palette and designed options both universally recognizable for any loyalty program and with a nod to the auction industry. The chosen icon features an auction paddle, with a star in place of a bidder number, refined to a sleek shape with rounded corners.

A microsite was developed to provide detailed information about the program and quickly update users on any changes or additional FAQs.

With this being a new program, I developed the initial framework for email touchpoints for the new program, which underwent further refinement after testing.

I wrote and strategically placed messaging across the site at key points of the user journey to reinforce the benefits of the program and align with the current offerings.