UI / UX Design
Under Armour Rewards
Led UX design for Under Armour’s first loyalty rewards program, helping it surpass 1M members in the first few months
Role :
UX Lead (Visual Design, Flows, Wireframes)
Tools :
Figma, Salesforce Marketing Cloud, Email Prototyping
Team :
UX, Copywriting, Dev, Marketing
Methods :
Journey Mapping, Prototype Testing, Stakeholder Alignment
📌 Project Overview :
Under Armour aimed to deepen brand engagement and build customer loyalty through UA Rewards, a new loyalty program tied to purchases and fitness challenges. I owned the end-to-end UX for email journeys and engagement touchpoints, collaborating closely with creative, copy, and product teams.
Project Details
Product: UA Rewards Loyalty program
Scope: UX strategy for automated journeys
Methods: Email flows, testing, iterative refinement
Platforms: Salesforce Marketing Cloud
💻 Final Design :
The final UX featured:
Automated, contextual email journeys
Personalized incentives (e.g., birthday bonus points)
Optimized visual hierarchy and CTAs aligned with loyalty actions
✨ Click here for UA Rewards live site
🔍 Exploration & Discovery :
Workshops with stakeholders defined business goals: increase enrollment and retention. I mapped existing email communications and identified gaps in personalization, timing, and reward triggers.
Interviews and user insights confirmed users valued certain touchpoints (e.g., birthdays, challenge completions) more than generic messages.
These findings informed a multi-stage email journey that nurtured engagement and celebrated meaningful milestones in the UA Rewards lifecycle.
✏️ Design Process :
I created user journey flows for key engagement streams (e.g., Welcome, Milestone, Incentive) and developed wireframes for adaptive email layouts. Testing with internal users helped refine content hierarchy and call-to-action patterns.
Collaboratively with copy and product teams, we elevated prototypes into polished, branded designs tailored for Salesforce Marketing Cloud implementation and automated delivery.
📈 Impact :
1 million+ UA Rewards members within months of launch
Members are 2x more likely to repeat purchase and return within 90 days
Improved email automation and personalized messaging capabilities unlocked new retention opportunities
More Projects
UI / UX Design
Under Armour Rewards
Led UX design for Under Armour’s first loyalty rewards program, helping it surpass 1M members in the first few months
Role :
UX Lead (Visual Design, Flows, Wireframes)
Tools :
Figma, Salesforce Marketing Cloud, Email Prototyping
Team :
UX, Copywriting, Dev, Marketing
Methods :
Journey Mapping, Prototype Testing, Stakeholder Alignment
📌 Project Overview :
Under Armour aimed to deepen brand engagement and build customer loyalty through UA Rewards, a new loyalty program tied to purchases and fitness challenges. I owned the end-to-end UX for email journeys and engagement touchpoints, collaborating closely with creative, copy, and product teams.
Project Details
Product: UA Rewards Loyalty program
Scope: UX strategy for automated journeys
Methods: Email flows, testing, iterative refinement
Platforms: Salesforce Marketing Cloud
💻 Final Design :
The final UX featured:
Automated, contextual email journeys
Personalized incentives (e.g., birthday bonus points)
Optimized visual hierarchy and CTAs aligned with loyalty actions
✨ Click here for UA Rewards live site
🔍 Exploration & Discovery :
Workshops with stakeholders defined business goals: increase enrollment and retention. I mapped existing email communications and identified gaps in personalization, timing, and reward triggers.
Interviews and user insights confirmed users valued certain touchpoints (e.g., birthdays, challenge completions) more than generic messages.
These findings informed a multi-stage email journey that nurtured engagement and celebrated meaningful milestones in the UA Rewards lifecycle.
✏️ Design Process :
I created user journey flows for key engagement streams (e.g., Welcome, Milestone, Incentive) and developed wireframes for adaptive email layouts. Testing with internal users helped refine content hierarchy and call-to-action patterns.
Collaboratively with copy and product teams, we elevated prototypes into polished, branded designs tailored for Salesforce Marketing Cloud implementation and automated delivery.
📈 Impact :
1 million+ UA Rewards members within months of launch
Members are 2x more likely to repeat purchase and return within 90 days
Improved email automation and personalized messaging capabilities unlocked new retention opportunities
More Projects
UI / UX Design
Under Armour Rewards
Led UX design for Under Armour’s first loyalty rewards program, helping it surpass 1M members in the first few months
Role :
UX Lead (Visual Design, Flows, Wireframes)
Tools :
Figma, Salesforce Marketing Cloud, Email Prototyping
Team :
UX, Copywriting, Dev, Marketing
Methods :
Journey Mapping, Prototype Testing, Stakeholder Alignment
📌 Project Overview :
Under Armour aimed to deepen brand engagement and build customer loyalty through UA Rewards, a new loyalty program tied to purchases and fitness challenges. I owned the end-to-end UX for email journeys and engagement touchpoints, collaborating closely with creative, copy, and product teams.
Project Details
Product: UA Rewards Loyalty program
Scope: UX strategy for automated journeys
Methods: Email flows, testing, iterative refinement
Platforms: Salesforce Marketing Cloud
💻 Final Design :
The final UX featured:
Automated, contextual email journeys
Personalized incentives (e.g., birthday bonus points)
Optimized visual hierarchy and CTAs aligned with loyalty actions
✨ Click here for UA Rewards live site
🔍 Exploration & Discovery :
Workshops with stakeholders defined business goals: increase enrollment and retention. I mapped existing email communications and identified gaps in personalization, timing, and reward triggers.
Interviews and user insights confirmed users valued certain touchpoints (e.g., birthdays, challenge completions) more than generic messages.
These findings informed a multi-stage email journey that nurtured engagement and celebrated meaningful milestones in the UA Rewards lifecycle.
✏️ Design Process :
I created user journey flows for key engagement streams (e.g., Welcome, Milestone, Incentive) and developed wireframes for adaptive email layouts. Testing with internal users helped refine content hierarchy and call-to-action patterns.
Collaboratively with copy and product teams, we elevated prototypes into polished, branded designs tailored for Salesforce Marketing Cloud implementation and automated delivery.
📈 Impact :
1 million+ UA Rewards members within months of launch
Members are 2x more likely to repeat purchase and return within 90 days
Improved email automation and personalized messaging capabilities unlocked new retention opportunities