When the product is someone’s face, points aren’t enough.
30 million enrolled members. A loyalty program almost none of them understood. Built to move Allergan’s products through providers, it was never designed for the patient or the practice. I redesigned across consumer iOS and provider backoffice — and defined the strategy connecting them.
Company
Allergan Aesthetics (AbbVie)
Product
Alle LoyaltyiOS & Provider Web
Role
Product Design Director
Team
2 product designersUX research2 GTM
Scale
30M+ members40K+ provider practices
Outcome
3.2× redemption47% reactivation
Responsibility
Consumer Mobile AppProvider Backoffice DesignLoyalty & RewardsDesign System
Consumer iOS App
The consumer product, end to end.
Home
Account
Progress
Find a Provider
Discover
Guides
Track A — Consumer iOS App
From ledger to journey.
Consumer iOS · Member Dashboard
A·01 + A·02
Sarah Martin
Gold ❖Since Jan 2018
Next appt
Dec 19
Available balance
980
pts
= $98.00
Gold ❖ → Diamond ◇ A-List
82% of the way there · 1,200 pts
220 pts to Diamond · A-List
1 BOTOX® visit away · A-List points never expire
Next appointment
BOTOX® at Beauty Park
Tue Dec 19 · 10:00am · Nurse Jamie
Confirmed
Recent activity
DiamondGlow® · Nov 8+150 pts
BOTOX® · Sep 22+200 pts
Offer redeemed · Jul 15−80 pts
Saved care plan · A·02
Secured ✓
JUVÉDERM® Voluma XC
Dr. Lee · Beverly Hills Med Spa · +200 pts
Design principle
“Points aren’t a relationship. Progress is.”
Decision A·01
Static balance number
↓
Progress Milestone
Before — static balance
800 pts
No tier context visible
After
Gold ❖ 800Diamond ◇ 1,500
The gap to the next tier creates motivation the balance alone never could. Members saw where they were going, not just where they were.
Explore · Discover & Earn5 brands eligible
Search brands & treatments
AllNeuromodulatorsFillersBodySkin
BOTOX®
Neuromodulator · wrinkle
+200 pts
JUVÉDERM®
Filler · volume & contour
+250 pts
SKINVIVE™
Skin booster · glow
+150 pts
A·02 · Care Plan
JUVÉDERM® Voluma XC
Dr. Lee · Beverly Hills Med Spa
Tue Jan 14 · 10:30am
+200 pts on this visit
After this visit
+200 pts
New balance
1,000 pts
Catalog → Care Plan
A provider anchor turns browsing into an intention that’s already halfway to an appointment.
A·03 — Evidence
Before/after photography turns a visit into a story patients tell.
Flash Offer · 72h left
BOTOX® — $35 off
Beauty Park · Dr. Chen
Redeem with
0 pts
Balance
800 pts
Redeem Now
Redemption rate
3.2×
+2.2× vs baseline
Enrolled members
30M
40K+ practices
Decision A·02
Treatment catalog
↓
Saved Care Plan
Before
JUVÉDERM® Voluma XC ›
After — Care Plan ✓
JUVÉDERM® Voluma XC
Dr. Lee · Jan 14 · +200 pts
A care plan anchored to a saved provider turns intention into an appointment already waiting to happen.
Before · Apr 2023
Appointment receipt
After ✓ · Oct 2023
Progress Evidence
A story the member tells.
Decision A·03
Appointment receipt
↓
Progress Evidence
Before — receipt only
BOTOX® visit · +200 pts ✓
After — visual evidence ✓
Apr
Oct ✓
Before/after photos surfaced in-app turn a treatment into a narrative the member authors and shares.
Loyalty tier system · A·01 design language
Diamond ◇ A-List
1,200+
pts
✓ Priority booking
✓ VIP-only offers
✓ Early access
Gold ❖
600+
pts
✓ Flash offers
✓ Birthday bonus
— Early access
Silver
0+
pts
✓ Core rewards
✓ Monthly offers
— Flash offers
Track A — Consumer outcome
3.2×
Redemption rate lift
Members who planned in-app converted at 2.4× the rate of front-desk enrollment.
Track A — Consumer iOS
The patient sees the point.
30M members. One app designed to close the gap between earning and actually redeeming.
Track B — Provider Backoffice
The practice sees the patient.
40K practices. One dashboard designed to surface the right patient at the right moment.
The right context for each patient — points, tier, expiry, birthday — surfaced before the chair. Already there, without configuration.
Decision B·01
Alphabetical list
↓
Urgency Sort by Default
A–Z
Collins
Martin
Park
Urgency ✓
Collins9d ⚠
Martin14d
Park45d
The default sort is the message. The most urgent patients are already at the top — no configuration needed.
Practice Analytics
Q4 2024 · Beauty Park
WkMoQt
47%
Reactivation
↑ +12% vs Q3
$42
CAC
vs $92 industry avg
3.2×
Redemption
↑ +0.4 vs prior
$380
Avg LTV
Loyal tier members
Treatment mix · revenue share
BOTOX®
42%
JUVÉDERM®
28%
SKINVIVE™
18%
Other
12%
Campaign Builder · Preview
“Joan, your 180 points expire in 9 days”
From: Beauty Park · Dr. Sarah Chen
Points expiring Dec 28
180 pts
= $18.00 toward your next treatment
Hi Joan — your Silver points are almost ready to expire. Book your next DiamondGlow® visit to redeem them.
Book Now · Save Your Points
Template: Points Expiring · B·02 · Provider Voice
Joan Collins
Silver180 pts · 9d ⚠
Since Jan 2021 · 8 visits
Today · 10:00am · DiamondGlow®
Booked
Arrived
Treatment
Pts Applied
B·00 · Patient context
300 pts from Diamond. Birthday month. Mention it.
Last 3 visits
Oct 22BOTOX®+200 pts
Aug 14DiamondGlow®+150 pts
Jun 3BOTOX®+200 pts
Decision B·02
Generic broadcast
↓
Provider Voice
Generic blast
Alle: Your points are expiring soon
Provider voice ✓
Dr. Chen: Joan, your 180 pts expire in 9d
Six templates, each built for a different relationship moment. Practices send in their own voice — not Allergan’s.
Patient reactivation
47%
+12% vs Q3
Patient Profile
Michelle Park
Member since Mar 2021
Diamond
2,400
pts
Expires
Feb 28 · 45d
Treatment history
CoolSculpting®JUVÉDERM®BOTOX®
Campaign fit · Tier Milestone
94%
Customer acquisition cost
Alle / provider$42
Industry avg$92
$42
54% below industry avg
Workspace · Saved Views3 presets
Campaign Focus
Expiring <30 days 4 patients active BOTOX + JUVÉDERM
Sort: Urgency ↓
High-Value
Diamond + Gold only 12 patients 1,000+ pts balance
Sort: Most points ↓
Reimbursements
3 pending items $74.50 total Oldest: 4 days
Reconcile →
Practice setting
Where context becomes the conversation.
05
Case Study 05 —— Alle · Allergan Aesthetics · Loyalty Platform Redesign
Two surfaces. One loyalty system. Both live.
I redesigned both surfaces and defined the strategy connecting them. The program was built for the channel. The redesign was built for the relationship. Consumer iOS for 30M+ members. Provider backoffice for 40K+ practices. Same loyalty logic running both sides of the appointment.
One system. Both sides.
Consumer iOS. Provider web.
The same loyalty logic runs both surfaces from one information model. Not two products sharing a brand — one connected system with role-specific views. Six design decisions, each holding both sides of the appointment in the same frame.
The return mechanic.
Plan. Expiry. Reactivate.
Members who planned in-app converted at 2.4× the rate of front-desk enrollment. Expiry notifications drove a 47% open rate. 68% of reactivating members named them as the reason they came back. Three mechanics that turned a transactional program into a continuous relationship.
What the redesign proved.
3.2× redemption. $42 CAC.
Consumer redemption tripled. CAC dropped from $92 to $42. The program was built for the channel. The redesign was built for the relationship — and the relationship outperformed the channel.
