Omer Cavusoglu UX Portfolio

3mins read

Launching HEAD’s First-Ever Loyalty Program

Timeline

4 months

My Role

Senior Product

Designer

Result

2x higher account

registration

The Challenge

HEAD had no loyalty program in place, yet saw strong repeat customer behavior and brand affinity.

Many users purchased as guests, limiting long-term engagement and post-purchase connection.
We saw an opportunity to build a deeper relationship with customers—not through discounts or points, but through experiences, money-can’t-buy prizes and community.
Our UX goal: Inspire users to join, not just transact. Make them feel part of something bigger.

HEAD had no loyalty program in place, yet saw strong repeat customer behavior and brand affinity.
Many users purchased as guests, limiting long-term engagement and post-purchase connection.
We saw an opportunity to build a deeper relationship with customers—not through discounts or points, but through experiences, money-can’t-buy prizes and community.
Our UX goal: Inspire users to join, not just transact. Make them feel part of something bigger.

Team

1 x Senior Product Designer (Myself)

1 x Product Designer

1 x Digital Designer

1 x Project Manager

1 x Copywriter

1 x IT Manager

E-commerce & CRM department

External development agency

Discovery & Research

Benchmarking loyalty approaches from lifestyle and sports brands: noticed most leaned heavily on points, tiers, vouchers or discounts.

HEAD wanted to differentiate through emotional connection: community, access, and recognition.
Analytics revealed:
- Low account creation rates
- No clear incentives to register
- High guest checkout rates

These findings informed our direction: make the value of joining human, personal, and lifestyle-driven.

Benchmarking loyalty approaches from lifestyle and sports brands: noticed most leaned heavily on points, tiers, vouchers or discounts.

HEAD wanted to differentiate through emotional connection: community, access, and recognition.
Analytics revealed:
- Low account creation rates
- No clear incentives to register
- High guest checkout rates

These findings informed our direction: make the value of joining human, personal, and lifestyle-driven.

UX Strategy

Together with the E-commerce and Marketing teams, we redefined “loyalty” to focus on belonging, exclusive access, and unique experiences — not points or tiers.
Position the program as a members-only community offering:
- Giveaways (Limited edition, signed products)
- Experience days (ski/tennis/padel test days)
- Access to exclusive events, sales and product launches
- Chance to win money-can’t-buy prizes and events

Together with the E-commerce and Marketing teams, we redefined “loyalty” to focus on belonging, exclusive access, and unique experiences — not points or tiers.
Position the program as a members-only community offering:
- Giveaways (Limited edition, signed products)
- Experience days (ski/tennis/padel test days)
- Access to exclusive events, sales and product launches
- Chance to win money-can’t-buy prizes and events

UX Design & Implementation

Mapped the full journey: from PDPs and cart → to sign-up prompts → to post-purchase thank-you → to the dashboard.

Key UX components:
- Loyalty program landing page: visually driven, explains the experience-first rewards
- Sign-up callouts across the site: especially on high-intent pages
- Badge placements on PDP, PLP, Basket pages
- Account dashboard section: simple overview of what’s coming, upcoming events, and how to get involved
- Post-purchase thank-you messages inviting users to join the loyalty community

Mapped the full journey: from PDPs and cart → to sign-up prompts → to post-purchase thank-you → to the dashboard.

Key UX components:
- Loyalty program landing page: visually driven, explains the experience-first rewards
- Sign-up callouts across the site: especially on high-intent pages
- Badge placements on PDP, PLP, Basket pages
- Account dashboard section: simple overview of what’s coming, upcoming events, and how to get involved
- Post-purchase thank-you messages inviting users to join the loyalty community

Results

Account creation increased 2x after the loyalty program launch

17% drop in cart abandonment rate among members
Club HEAD landing page quickly became one of the top visited areas of the website

Account creation increased 2x after the loyalty program launch

17% drop in cart abandonment rate among members
Club HEAD landing page quickly became one of the top visited areas of the website

Key UX Learnings

Loyalty doesn’t have to mean discounts—creating a community and exclusivity can be more powerful

Early and consistent exposure across the journey builds curiosity
Users are more likely to convert when the value is clear, simple, and personally meaningful

Loyalty doesn’t have to mean discounts—creating a community and exclusivity can be more powerful

Early and consistent exposure across the journey builds curiosity
Users are more likely to convert when the value is clear, simple, and personally meaningful

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