06
Allē · Consumer Beauty · Allergan Aesthetics · 2023
When the product
is someone’s face,
points aren’t enough.
Allē had 30 million enrolled members and a loyalty program almost none of them understood. Built to move Allergan’s product through providers, it had never been designed for the patient. I redesigned both surfaces: the consumer app that earns member loyalty, and the provider backoffice that makes retention actionable.
01CompanyAllergan Aesthetics (AbbVie)
02ProductAllē Loyalty Platform · iOS & Web
03RoleHead of Design
04Scale30M+ members · 40K+ provider practices
05Outcome3.2× redemption · 47% reactivation · $42 CAC
30M
Members enrolled
3.2×
Redemption rate
47%
Lapsed reactivation
$42
CAC vs $92 before
01
01The Problem
Built for the channel.
Not for the relationship.
Allergan’s go-to-market was provider-led from day one. Allē was designed to incentivize provider enrollment and treatment volume — not to serve the patient. The result: a program with 30 million people in it, and almost none of them with a reason to care. Two surfaces needed to change, for two very different audiences.
01
Points without meaning
Members saw a balance. No goal anchor, no dollar equivalent, no sense of what “700 points” actually meant or could buy.
02
BD-first acquisition
Enrollment happened at the provider’s office, not on member initiative. $92 CAC. Most people enrolled once and never returned.
03
No member identity
The platform tracked transactions, not journeys. No treatment history, no goals, no relationship to the experience the member was actually having.
04
Providers had no retention tool
Providers could process a visit but had no visibility into which patients were lapsed, at risk, or close to a milestone worth a re-engagement outreach.
The program as designed
Earn points per treatment
Points expire with no context
Wallet shows a balance — nothing more
Provider tool = billing only
Reactivation = generic batch email
VS
The program it needed to be
Track progress toward your aesthetic goals
Milestones replace expiry pressure
Progress view shows the journey, not a balance
Provider tool = patient relationship dashboard
Reactivation = personalized milestone moment
Track A — Consumer App
From balance
to progress.
to progress.
Members needed a way to see their aesthetic journey as a journey — not a points ledger. The app redesign replaced passive receipt with active participation.
Track B — Provider Backoffice
From billing tool
to retention tool.
to retention tool.
Providers needed visibility into member health, not just transaction records. The backoffice redesign gave them a reason to care about what happened between visits.
02
02The Members
Four types of member.
One program none of them recognized.
Research across 40+ member interviews surfaced four distinct behavioral patterns. Each had a different relationship with the program — and a different reason it wasn’t working.
01
The Explorer
New to aesthetics, still deciding. Needs information and confidence before committing — not a checkout prompt at the provider’s front desk.
02
The Loyalist
Has a trusted injector and returns predictably. Needs recognition for the ongoing relationship — not re-acquisition messaging every time they book.
03
The Planner
Budgets treatments across the year. Values full transparency on timing and value. Surprise expiries feel like a broken contract.
04
The Lapsed
Was engaged, drifted. Has points but no momentum. Another expiry warning won’t move them. A milestone moment — tied to their specific history — might.
A
Track AConsumer App · Member-Initiated Actions
Designing for the member,
not the channel.
The wallet screen was the only surface most members ever saw. It showed a number. The redesign turns that same data into a treatment timeline — what they’ve done, what comes next, and how close they are to something that actually matters to them.
The core shift
Replace the number
with the narrative.
Points become proof of a journey, not a balance sheet entry. The information architecture is different. The member’s mental model is different.
The wallet showed the past. The progress view shows the path — where they are, where they’re going, and what it’s worth to get there.
This single change is the foundation for every downstream behavior: redemption, reactivation, referral.
Before — Wallet
700
Allē Points
Expires 12/31/24 · ~$7 value
Redeem
Earn More
Recent activity
JUVÉDERM VOLUMA +400 pts
BOTOX Cosmetic +300 pts
After — Progress
Next milestone
Diamond Status
700 pts1,000 for Diamond
Treatment history
JUVÉDERM VOLUMA
Sep 2024 · Dr. Rodriguez
+400 pts
BOTOX Cosmetic
Mar 2024 · Dr. Rodriguez
+300 pts
Next visit due
Est. March 2025
Member problem
“700 points” is an abstraction. Members can’t picture what it’s worth or when they’d use it, so they don’t.
Design bet
Show the dollar equivalent alongside the balance, and anchor it to a specific, named milestone. Make the number meaningful in one glance.
Member problem
Expiry warnings create anxiety, not urgency. They make members feel punished for not spending, which erodes trust in the program.
Design bet
Replace expiry warnings with milestone proximity. “300 points from Diamond” reframes the same urgency as forward momentum — gain, not loss.
Member problem
Lapsed members receive a generic email. It has no connection to their specific history, so it feels like marketing — not a reason to return.
Design bet
Trigger reactivation from cadence signals, not a calendar schedule. Surface exactly where they are in their treatment timeline — and what’s one visit away.
B
Track BProvider Backoffice · Incentives & Patient Relationship
Retention is a
two-sided problem.
Members lapsed partly because nothing prompted them to return. Providers had no visibility into which patients were at risk or approaching a milestone worth a re-engagement moment. The backoffice redesign gives providers exactly that — a patient relationship dashboard built on top of billing, not separate from it.
What changed for providers
Patient relationships
on top of billing.
01
Tier and expiry at a glance. The dashboard surfaces Gold vs. Diamond status and whose points expire in the next 30 days — without opening Allergan’s backend.
02
One-click personalized outreach. Any patient row triggers a reactivation message pre-populated with that member’s specific treatment history and milestone proximity.
03
Reconciliation in the same view. Reimbursement records sit alongside patient engagement data. Providers close out both at checkout without switching tools.
provider.alle.com / dashboard
Allē
Dashboard
Patients
Reconciliation
Campaigns
Resources
| Patient | Tier | Points | Expiry | Last visit |
|---|---|---|---|---|
| Sarah Martin | Gold | 700 |
18 days | Sep 12 |
| Maria Chen | Diamond | 1,240 |
Jan 15 | Oct 3 |
| Jessica Torres | Silver | 320 |
7 days | Jun 20 |
| Amanda Ross | Gold | 850 |
Feb 28 | Sep 28 |
Provider problem
Providers could process a visit but had no way to see which patients were at risk of churning or whose points were expiring before their next appointment.
Design bet
A patient dashboard sortable by tier, expiry, and inactivity — surfacing exactly who needs attention and why, without any backend access required.
Provider problem
Reactivation was a marketing email sent by Allergan. Providers had no channel to reach their own patients with relevant, personalized context.
Design bet
One-click outreach from the patient row — pre-populated with treatment history and milestone status. The provider’s voice, not Allergan’s marketing list.
Provider problem
Reconciliation lived in a separate tool. Providers had to switch contexts between seeing a patient’s loyalty status and closing out their reimbursement.
Design bet
Merge billing and patient engagement into a single view. The provider can review a patient’s points, expiry, and last visit — then reconcile — without leaving the dashboard.
07
07Outcomes
The emotional arc
produced the business metrics.
3.2×
Redemption rate
Moving from balance to milestone increased the share of members who redeemed at least once within six months of enrollment.
47%
Lapsed reactivation
Of members inactive 6+ months, 47% returned after a milestone-triggered personalized outreach tied to their specific treatment history.
$42
CAC, down from $92
Direct app-initiated acquisition cut member acquisition cost by more than half compared to provider-led office enrollment.
Before
After
Points balance with no context or goal anchor
Milestone progress with treatment history and next reward
Expiry warnings as the primary retention touchpoint
Milestone proximity as the primary motivation mechanic
No provider visibility into patient engagement or churn risk
Patient dashboard with tier, expiry, and one-click outreach
Reactivation = generic Allergan marketing email
Reactivation = provider-sent, history-specific milestone moment
The program was built for the channel.
The redesign was built for the relationship.
The redesign was built for the relationship.