Allē, the loyalty program behind BOTOX® and JUVÉDERM®, was hitting scalability issues that limited new features. I led the wallet redesign that removed those barriers.
Cut support costs, increased reward use, and generated more high-quality provider leads, while creating a wallet structure that supported every feature shipped after.
The support team saw a sizable decrease in tickets related to wallet and rewards issues, directly tied to the usability fixes the redesign shipped.
The provider directory saw a 17% increase in users scheduling consultations and appointments, leads that the old wallet structure couldn't surface.
We released multiple new features post-redesign, Payment Plans, an enhanced rewards program, and a full rebrand, without needing structural changes to the wallet.
Allē is the loyalty program behind BOTOX® and JUVÉDERM®. Members earn points and rewards through their providers, then redeem them on future treatments.
A Payment Plans experience was ahead on the roadmap, and early explorations showed the existing Wallet structure couldn't support it.
A Payment Plans experience was ahead on the roadmap, but early explorations showed the Wallet struggled to support it, and even more features were on the way. We could ship Payment Plans on top of the existing structure, but we'd be paying interest on that decision for years. The PM and I made the case to senior leadership: rebuild the foundation first, ship faster forever after.
The PM and I aligned with senior leadership to address this issue before building Payment Plans, focusing on three key goals.
Resolve the usability issues that were leading to the highest number of support calls, the things members shouldn't need help to figure out.
Guide patients to the Directory to easily schedule consultations and appointments with participating providers, closing the loop the existing wallet was breaking.
Create a solid foundation for the Allē wallet to support Payment Plans, Rewards enhancements, and more exciting features ahead.
We ran a workshop to discuss the problem and explore early solutions with the team, designer, PM, and engineering, before any pixels got pushed.
Many patients struggled to understand the value in their wallet and apply it at provider offices.
Almost 50% of support calls could be solved with usability improvements to the Wallet.
To connect leads with providers effectively, our solution had to flex for a range of patient journeys.
We evaluated the top rewards apps in market to assess tradeoffs, then tested potential wallet structures with Allē members.
We tested how intuitive the proposed wallet structure was for current and future patients, eight tasks, run with members across the spectrum of program tenure.
A consolidated view of all reward value in the wallet, designed to adapt to user behavior and scale as the product did.
We added detailed reward history so members can easily track their earnings, redemptions, and changes over time, building confidence in their rewards and making it simpler to stay engaged with the program.
Provider lead generation became a structural part of the wallet rather than a separate flow. New patients see entry points to the Directory; returning patients see paths back to their existing providers.
The wallet wasn't a place to store rewards. It needed to be the place that used them.
Transaction history and A-List progress were moved to the profile, where users were already more likely to look for them. The A-List page itself was updated with more information and easier-to-understand progress tracking.
The redemption moment and the booking moment used to live in different places. Bringing them together let members move from "I have rewards" to "I have an appointment" without leaving the wallet.
Each provider offer surfaces the participating practice, the offer details, and a CTA to contact the provider to learn more, turning a passive notification into an active conversion path.
Several improvements and additions were made after releasing the new Wallet, including Payment Plans, a new Rewards Program, and a full rebrand. All without requiring any structural changes.
The feature that triggered the redesign, shipped as planned, on the new foundation, for high-cost treatments.
A new rewards program with treatment redemptions, slotted into the existing Points / Offers / Gift Cards structure.
Seasonal gifting campaigns layered onto the wallet, and a full rebrand on top of all of it, with no architectural rework needed.