FARFETCH
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Product Design
Access, Farfetch's loyalty program, had grown to over 1 million members by 2020, but awareness and reward redemption remained low. The loyalty team wanted to promote rewards and tier progression more actively, but we needed to do it without compromising Farfetch's luxury positioning where product imagery and editorial content take priority.
The challenge was determining when and how to surface different types of messages – permanent rewards, active time-limited offers, and progress updates – without disrupting the shopping experience. I created a comprehensive framework that mapped every message type to specific customer needs and moments in the journey, then developed a design principle that guided visual treatment based on funnel depth.
The core principle was simple: messages should be more prominent at entry points like the homepage, where customers are learning about Access, then become increasingly subtle as they move toward purchase. This approach respected Farfetch's product-first philosophy while ensuring members understood their benefits at the right moments.
The Access tier structure with its benefits clearly laid out. This reference helped inform which messages would be most motivating for members at different spending levels, from Bronze through Private Client, and shaped how we communicated tier progression opportunities.
We mapped all Access message types against customer needs and urgency, identifying when each reward or update would be most relevant. This framework ensured we delivered the right message at the right moment rather than overwhelming members with constant notifications.
The visual hierarchy principle guided where each message size should appear. Large hero messages with imagery appeared at entry points, Medium messages supported product discovery, and Small messages provided subtle reminders at checkout – progressively deprioritizing Access as customers moved closer to purchase.
Mapping messages states and information needs.
Example of three different sizes of messages, from a funnel advancement perspective. From home > listing > detail page.
