05
Allē · Allergan Aesthetics · 2021

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.

01CompanyAllergan Aesthetics (AbbVie)
02ProductAllē Loyalty · iOS & Provider Web
03RoleProduct Design Director
04Team3 product designers · UX research · brand
05Scale30M+ members · 40K+ provider practices
06Outcome3.2× redemption · 47% reactivation · $42 CAC
Track A — Consumer iOS App
From ledger to journey.
Consumer iOS · Member Dashboard
A·01 + A·02
allē member Emma Holloway — consumer iOS dashboard
Emma Holloway
Gold ❖ Since Jan 2018
Next appt
Dec 19
Available balance
800
pts
= $80.00
Gold ❖
Diamond ◇
1,500 pts
700 pts to Diamond
2 BOTOX® visits away · Expires Dec 31
Next appointment
BOTOX cosmetic product card
BOTOX® at Beauty Park
Tue Dec 19 · 10:00am · Dr. Chen
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
Editorial campaign — allē consumer app in warm gold light
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 ❖ 800 Diamond ◇ 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 & Earn 5 brands eligible
Search brands & treatments
All Neuromodulators Fillers Body Skin
BOTOX cosmetic product card — A·01 care plan context
BOTOX®
Neuromodulator · wrinkle
+200 pts
JUVÉDERM product card — care plan saved treatment
JUVÉDERM®
Filler · volume & contour
+250 pts
SkinVive product card — care plan history
SKINVIVE™
Skin booster · glow
+150 pts
JUVÉDERM campaign — three women after treatment
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.
Patient mirror selfie at BOTOX treatment — A·03 before photo capture
A·03 — Evidence
Before/after photography
turns a visit into a story
patients tell.
BOTOX campaign — woman in yellow editorial
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 — skin texture close-up, A·03 evidence capture
Before · Apr 2023
Appointment receipt
After — skin result close-up, A·03 documented treatment outcome
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 ✓
Skin close-up — before treatment
Apr
Skin glow — after treatment
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
1,500+
pts
✓ Priority booking
✓ VIP-only offers
✓ Early access
Gold ❖
800+
pts
✓ Flash offers
✓ Birthday bonus
— Early access
Silver
200+
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.
Request the full case study
Track B — Provider Backoffice
From billing tool to retention tool.
Live · Appointment Dashboard
provider.alle.com / dashboard / appointments
DashboardPatientsReconciliationReports
Workspace: Campaign focus · Expiring <30 days
4 of 12 patients shown
Today’s Queue
Sort: Expiring soonest ↓
10:00
Joan CollinsSilver
9d to expiry ⚠ · 180 pts
DiamondGlow® Urgent
10:30
Sarah MartinGold
700 pts · 14d to expiry · 🎂 Birthday month
BOTOX® Ready
11:15
Tyler TranGold
800 pts · 22d to expiry
BOTOX® + JUVÉDERM® Checked in
12:00
Michelle ParkDiamond
2,400 pts · 45d to expiry
CoolSculpting® Scheduled
13:00
Sophia ChenSilver
250 pts · first visit reactivation
Consultation Upcoming
15:30
Maya JohnsonGold
550 pts · 30d to expiry
SKINVIVE™ Upcoming
Tier DiamondGoldSilver
Expiring <14d
Today
6 patients
Pts at risk
2 expiring
⚠ Act today
Workspace · Saved Views
Campaign Focus · Expiring <30d · 4 patients active Sort: Urgency ↓
High-Value · Diamond + Gold only · 12 patients Sort: Most points ↓
Reimbursements · 3 pending items · $246 total Reconcile →
Decision B·00
Appointment queue
↓
Intelligent
Workflow
Before — no context
10:00 Joan Collins
After — context surfaced ✓
10:00 Joan Collins Silver
9d expiry ⚠ · 180 pts · 🎂 Birthday month
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
Wk Mo Qt
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
Silver 180 pts · 9d ⚠
Since Jan 2021 · 8 visits
Provider personalized outreach — B·03 patient profile photo
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 22 BOTOX® +200 pts
Aug 14 DiamondGlow® +150 pts
Jun 3 BOTOX® +200 pts
Decision B·02
Generic broadcast
↓
Provider
Voice
Generic blast
allē: 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
Diamond tier member — high-value patient profile in provider dashboard
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
allē / provider $42
Industry avg $92
$42
54% below industry avg
Workspace · Saved Views 3 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 →
Medical aesthetics treatment room — provider practice setting
Practice setting
Where context becomes
the conversation.
05
Case Study 05 —— allē · 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.

Request the full case study