05
Allē · Allergan Aesthetics · 2020

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 both surfaces — 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
30M
Members enrolled
3.2×
Redemption rate
47%
Lapsed reactivation
$42
CAC, down from $92
01
01The Problem

The design problem wasn’t
the program. It was the relationship.

Brilliant Distinctions was Allergan’s pharmaceutical points program — every BOTOX®, Juvéderm®, and Latisse® treatment tracked in a ledger. In 2021 it relaunched as Allē: new consumer ambition, same transactional spine. Eighteen million enrolled members. Only 13% opened the app in a given month. Loyalty in medical aesthetics isn’t a rewards problem. It’s a trust problem.

What Brilliant Distinctions Delivered
✕Transaction-focused rewards, no emotional layer
✕Pharma-led brand that patients couldn’t relate to
✕Provider portal that added work, not removed it
✕Same experience for every member segment
✕Fragmented digital presence — no design language
What Allē Needed to Be
✓Financial + functional + emotional value, simultaneously
✓Consumer brand — aspirational but approachable
✓Provider tool that integrates into existing workflows
✓Personalization by engagement frequency and tier
✓One design language across app, portal, and site
02
02The Approach

Two tracks.
Six design decisions.

The program had two distinct users with two distinct failure modes. The consumer app gave members no reason to return. The provider portal gave practices no reason to engage. Each required its own track — and each track required three specific decisions to unlock the relationship.

Track A — Consumer App
From transaction to relationship.
Five tabs, each with a distinct job: Home anchors the habit; Explore drives the decision; Wallet reframes points as money; Progress extends the relationship; Profile deepens it — visit by visit, tier by tier.
  • Static balance→Concierge Dashboard
  • Balance→Progress Milestone
  • Treatment Catalog→Saved Care Plan
  • Appointment→Documented Evidence
Track B — Provider Backoffice
From billing tool to retention tool.
Four surfaces that put the right context in front of the right person at the right moment: the appointment queue, the patient list, the checkout context, and the practice voice.
  • Reactive checkout→Day-of Queue
  • Patient List→Priority Surface
  • Billing Checkout→Patient Context
  • Generic Broadcast→Provider Voice
Track A — Consumer App Track B — Provider Backoffice
A
A·01Track A — Consumer App

From balance to progress.

The problem
Members saw a number with no context. 980 points told them nothing — not what it was worth, not how close they were to a reward, not whether they were about to lose it. Without a goal, there was no reason to open the app between visits.
Why this solution
Replace the balance with a milestone architecture: a progress indicator showing percentage to next tier, an expiry alert surfaced on the home screen rather than a separate tab, and a referral module in persistent home position. The goal creates motivation; the proximity creates urgency; the alert respects the member’s schedule instead of punishing them.
Gold Member — Milestone View
9:41
Gold Member ›
2
800
800 pts · $80 toward treatments
Gold 700 pts to Diamond
BOTOX® appointment available at Beauty Park this week.
Book Now
Refer & Earn
Give $50 · get 400 pts
Your referral saves on their first visit. You earn toward Diamond.
Home
Explore
Wallet
Progress
Profile

The progress indicator replaced a static balance. Members saw the gap to their next tier — not what they had, but how close they were to something worth having.

Silver Member — Expiry Alert
9:41
Silver Member ›
400
400 pts · $40 toward treatments
Silver 300 pts to Gold
⚠ Expiring Soon
1,200 pts
Worth $120 in treatments
30
days left
Dr. Park — Beauty Park
0.4 mi · Open now · Gold-tier provider
View ›
Home
Explore
Wallet
Progress
Profile

Most programs use expiry as a penalty notice. The redesign made it a service — geo-proximity, open slots, a countdown that helps you act before you lose something. 47% open rate on expiry push notifications.

A
A·02Track A — Consumer App

From catalog to care plan.

The problem
The explore tab was a product directory. Members browsed treatments they couldn’t evaluate, from providers they knew nothing about, with no path to a decision. Most sessions ended without a saved item or a provider contact.
Why this solution
Start with intent, not inventory. A selected concern maps to a saved plan with four decision anchors: why this path, maintenance cadence, budget fit, rewards alignment. Members who planned in-app converted at 2.4× the rate of front-desk enrollment — driving CAC from $92 to $42.
9:41
‹ Explore
What brings you in?
Forehead lines ✓ Lip volume Skin texture Volume loss
Your BOTOX® Cosmetic Plan
Why this path
Targets dynamic forehead wrinkles. Results visible 4–7 days post-treatment.
Cadence
Every 3–4 months for maintenance
Budget fit
~$400/session · 200 pts earned
Rewards fit
2 sessions reach Gold tier
Home
Explore
Wallet
Progress
Profile
A
A·03Track A — Consumer App

From appointment to evidence.

The problem
After checkout, the old app had nothing to say. Members with anxiety about results had no channel and no comparison tool — they either returned by chance or didn’t return at all. First-timer drop-off peaked in the 6 weeks following a first visit.
Why this solution
The Progress tab extends the relationship across the treatment cycle. A before photo on file, a live after to capture, and a care chat open through recovery give members a reason to open the app between visits that has nothing to do with points. The before/after comparison is clinically useful — members can judge timing, progress, and whether the next maintenance step is worth it.
9:41
‹ Photo Comparison
After treatment result
Before treatment
After · Oct 2
After Oct 2, 2018
Before Sep 25, 2018
BOTOX® Cosmetic · 20 Units
Provider
Nurse Jamie
Location
Beauty Park
Follow-up
Jan 2020
Allē Care
How are you feeling after your visit?
Need help
What can I help you with?
Call doctor’s office Aftercare FAQs
Home
Explore
Wallet
Progress
Profile
Consumer · Design System 02
Allē Noir
For the member who wears black in summer. Prestige-first, data-second — the private members club, not the pharmacy app.
Colour tokens
Playfair Display Italic
IBM Plex Mono
Albert Sans
Luxury editorial stripped bare. Film-processed photography. No rounded corners. Gold as the only accent.
9:41
Diamond
Sophia R.
3,200 points
Home
Explore
Wallet
Profile
9:41
Treatments 12 available
All Injectables Skincare Body
BOTOX Cosmetic
Injectable · 45 min
from $650 · +300 pts
JUVÉDERM Ultra
Filler · 60 min
from $800 · +400 pts
DiamondGlow
Resurfacing · 30 min
from $350 · +150 pts
KYBELLA
Contouring · 30 min
from $1,200 · +600 pts
Home
Explore
Wallet
Profile
9:41
Appointment confirmed
March 18
2:30 PM
Treatment BOTOX Cosmetic
Provider Dr. Marcus Lee
Location Beverly Hills
Points earned +300 pts
Home
Explore
Wallet
Profile
Consumer · Design System 03
Allē Blush
Warmth over precision. The app as a care companion — rose-tinted, celebration-forward, every milestone an occasion.
Colour tokens
Playfair Display Italic
IBM Plex Mono
Albert Sans
Rounded cards, warm photography, progress as celebration. The milestone ring replaces the points counter.
9:41
Gold Member
Welcome back,
Emily.
2,100
Points balance
Gold
300 pts to Diamond tier
Home
Explore
Rewards
Profile
9:41
Your care plan
Spring 2025 · 3 treatments
BOTOX Cosmetic $650
Completed · Dec 2024
DiamondGlow $350
Upcoming · Mar 18
JUVÉDERM Voluma $900
Recommended · Spring
Home
Explore
Rewards
Profile
9:41
2,400 points
Diamond within reach.
Only 600 more points
Home
Explore
Rewards
Profile
Consumer · Design System 04
Allē Prism
Clinical precision for the data-driven member. Grids, mono type, and comparative analytics — information architecture over emotional design.
Colour tokens
IBM Plex Mono
Albert Sans 600
Albert Sans 400
No Playfair Display. No serif emotion. Pure data clarity — the Bloomberg of loyalty apps.
9:41
Member Dashboard
ID #2847391 · Gold tier
2,100
Points
Active
12
Visits
YTD
$4.2k
Spend
Lifetime
300
To Diamond
14% left
Earn rate by category
BOTOX
+300
Filler
+400
Skin
+150
Data
History
Book
Profile
9:41
Treatment Finder
22 treatments available
All Injectable Skincare Body
BOTOX Cosmetic from $650
Neuromodulator · 45 min · +300 pts · 97% satisfaction
Most booked
JUVÉDERM Ultra from $800
Hyaluronic acid filler · 60 min · +400 pts · 94% satisfaction
High pts earn
DiamondGlow from $350
Resurfacing · 30 min · +150 pts · 91% satisfaction
Data
History
Book
Profile
9:41
Schedule
March 2025 · Beverly Hills
Week of March 17
Mon
17
Tue
18
Wed
19
Thu
20
Fri
21
Sat
22
Sun
23
10:00
Dr. Marcus Lee
BOTOX · 45 min
2:30
Dr. Sandra Park
BOTOX · 45 min
4:00
Nurse Jamie
BOTOX · 45 min
Data
History
Book
Profile
Consumer · Design System 05
Allē Veranda
The spa journal as an app. Botanical imagery, editorial pacing, a treatment history that reads like a personal archive.
Colour tokens
Playfair Display Italic
IBM Plex Mono
Albert Sans
Warm paper, botanical tone photography, timeline-first architecture. History as identity, not metrics.
9:41
Gold · since 2022
Claire M.
2,100
Points
Tier
Gold
Recommended for you
BOTOX Cosmetic
Injectable · 45 min
Dr. Marcus Lee · Beverly Hills
+300 pts · from $650
Home
Journey
Explore
Profile
9:41
Your journey
Dec 2024
BOTOX Cosmetic
+300 pts · Dr. Marcus Lee
Sep 2024
DiamondGlow Resurfacing
+150 pts · Beauty Park
Jun 2024
JUVÉDERM Voluma XC
+400 pts · Dr. Sandra Park
Mar 2025
BOTOX Cosmetic
Upcoming · +300 pts
Home
Journey
Explore
Profile
9:41
Explore treatments
Injectable
Wrinkle relaxers
Volumising
Dermal fillers
Resurfacing
Skin renewal
Home
Journey
Explore
Profile
05The Return

Four moments that bring
a member back.

Reactivation isn’t a campaign. It’s a series of contextually appropriate moments — each one designed for a specific emotional state and timed to feel helpful, not promotional.

01
Expiry Warning
60 days to lose
what you earned.
allē now
Your Gold points expire in 60 days
You have 1,240 pts — worth $124. 3 providers nearby have open slots this week.
The most effective reactivation trigger. 47% open rate — 68% of reactivating members cite this notification as the reason they came back. The message isn’t a reminder; it’s a loss frame with a path forward.
Trigger → 60 days before expiry
02
Reward Unlocked
The moment
she didn’t know happened.
allē just now
You’ve reached Gold tier 💫
200 pts added from today’s visit. 640 pts total — you’re now a Gold member.
Previously silent. Members crossed reward thresholds without knowing — and only discovered it when they happened to open the app. The notification delivers the moment of achievement in real time. The earned feeling is the re-engagement.
Trigger → points threshold crossed
03
Referral Converted
Your recommendation
mattered to someone.
allē 2m ago
Sarah just completed her first treatment
You earned 400 pts for the referral. She’s now a Silver member.
Social reinforcement at the exact right moment. When a referred friend completes their first treatment, the earner sees the points appear and learns the outcome. The loop closes visibly — making the next referral more likely than any incentive ever could.
Trigger → referral treatment completed
04
Seasonal Moment
Relevant timing.
Not a blast.
allē today
Summer is 6 weeks out
BOTOX results peak at 4–6 weeks. Dr. Chen has openings Tue & Thu.
Treatment timing is scientifically specific. Results peak at known intervals. The system knows the calendar, the member’s treatment history, and nearby provider availability — so a contextual prompt arrives before the member thinks to ask. Relevant, not generic.
Trigger → seasonal calendar + treatment history + proximity
B
B·00Track B — Provider Backoffice

Three views.
One practice.

The backoffice is a three-section workspace: Dashboard surfaces today’s patient priorities; Patients holds the full panel; Reconciliation tracks redemption. The design principle is “what does the practice need to act on today” — not “what has happened historically.”

provider.alle.com / dashboard / appointments
Dashboard Patients Reconciliation Resources
Beauty Park
1511 Montana Ave
Santa Monica, CA · Today
3
Today’s appts
4
Expiring <30d
$450
Reimbursed
11
Inactive 60d+
⚠ Action needed
Sarah Martin is 300 pts from Diamond. Birthday month offer available.
Today
Appointment Queue
Filter: All appointments ▾
1
Ready for checkout
1
Checked in
1
Scheduled
2
Completed
Time Patient Treatment Status
10:00
Sarah Martin
Gold · 700 pts · 14d to expiry · Birthday month
✓
Scheduled
✓
Checked in
●
Ready
Completed
BOTOX® Cosmetic Ready
10:30
Tyler Tran
Gold · 800 pts · 22d to expiry
BOTOX® + JUVÉDERM® Checked in
11:15
Joan Collins
Silver · 180 pts · 9d to expiry ⚠
DiamondGlow® Scheduled
9:00
Dan Green
BOTOX® Cosmetic Done
9:30
Sally Moore
JUVÉDERM® Ultra Done
Before checkout · Sarah Martin
300 pts from Diamond · Birthday month offer available. Mention at checkout to drive tier upgrade.
provider.alle.com / checkout / sarah-martin · offer applied ✓
Dashboard Patients Reconciliation
Patient
Sarah Martin
Gold Tier · Member since 2020
Birthday Month Offer
20% off
Applied at checkout ✓
⬆ Tier upgrade
Diamond achieved
+300 pts · Gold → Diamond
Checkout complete
Today · 2:47 PM
Treatment
BOTOX® 50 units
$650
Birthday offer −20%
$520
Points summary
Balance before2,700 pts
Earned today (+)+300 pts
New balance3,000 pts · Diamond ◆
Reimbursed to practice
+$130 → reconciliation
Next appointment in 18 min → Jennifer Cruz
B
B·01Track B — Provider Backoffice

Default sort
is a design decision.

The problem
Provider staff had a patient list sorted alphabetically. Between appointments, there was no way to identify who was lapsing, whose points were expiring, or who was one treatment from a tier upgrade. Every patient insight required manual investigation — and in a busy practice, manual investigation doesn’t happen.
Why this solution
Default sort by expiring points soonest — before any filter is applied. The practice manager sees who needs action before opening a single dropdown. Tier, expiry date, and visit history surface at a glance. The default is the message: here is what matters today, ranked by urgency, with one-click actions. The system does the prioritization so the staff doesn’t have to.
provider.alle.com / dashboard
Dashboard Patients Reconciliation Resources
Beauty Park
1511 Montana Ave
Santa Monica, CA · Mon Dec 18
4
Expiring <30d
200
Patients
$450
Reimbursed
11
Inactive 60d+
⚠ Action needed
2 patients with points expiring this week.
Dashboard
Expiring <30d Diamond tier Inactive 60d+ New members
Sort: Expiring soonest ▾ 5 patients matched
Patient Points Expires Last visit Treatments
JC
Joan Collins
Silver		 180 9 days ⚠ Dec 11 3 total
SM
Sarah Martin
Gold		 700 14 days ⚠ Sep 20 12 total
TT
Tyler Tran
Gold		 800 22 days Dec 10 8 total
DG
Dan Green
Gold		 550 27 days Dec 15 5 total
SM2
Sally Moore
Diamond		 1,500 61 days Dec 15 22 total
B
B·02Track B — Provider Backoffice

From billing tool
to patient context.

The problem
At checkout, providers saw a member name and a points balance. That is not enough to have a loyalty conversation. They didn’t know who was close to a milestone, whose birthday it was, or whether a patient had ever redeemed. Context that could drive retention sat invisible in the database while the conversation at checkout stayed transactional.
Why this solution
Surface treatment history, tier proximity, birthday month, and a proactive opportunity panel at the moment of care — before the patient sits down. Knowing Sarah is 300 points from Diamond and it’s her birthday month turns a routine checkout into a care moment. The data existed. The design decision was to put it in the room.
provider.alle.com / patients / sarah-martin
Dashboard Patients Reconciliation Resources
Sarah Martin
Gold Tier Member since 9/18 · 12 treatments
700
Points
Exp. Oct 2020
12
Appointments
completed
800
Pts earned
lifetime
100
Redeemed
pts used
Tier progress — Gold 300 pts to Diamond
Birthday: Feb 11 · #1234567 Member 9/18
Treatment history
BOTOX Cosmetic
Nurse Jamie · $350
+300 pts
Dec 17
Before/after photo
App upload
+100 pts
Oct 2
BOTOX Cosmetic
Nurse Jamie · $350
+300 pts
Sep 25
Welcome & signup bonus
Allē enrollment
+100 pts
Sep 18
Today’s opportunity
Birthday month offer available
Sarah is 300 pts from Diamond. A birthday offer + BOTOX session today pushes her over the threshold. She gets the tier notification; you get the repeat visit.
B
B·03Track B — Provider Backoffice

The provider sends
the message, not Allergan.

The problem
Allergan’s reactivation emails were batch-and-blast — same message, same sender, no patient-level context. Providers were the most trusted voice in the relationship, but they had no outreach channel in their own name, scoped to their own patient panel. A message from a pharma brand is marketing. The same message from the injector who knows your treatment history is a reason to come back.
Why this solution
A campaign builder pre-loaded with practice patient data — filterable by moment (expiring points, inactive 60d+, VIP follow-up, seasonal nudge), templated for the provider’s voice, and sent under the practice name. Providers don’t write the message from scratch. They approve and send. The referral loop closed when Sarah’s own injector reached out — not a pharma CRM email from no-reply@allergan.com.
provider.alle.com / marketing
Dashboard Patients Reconciliation Resources
Beauty Park — Provider Outreach
Send under your practice name · Targeting your patient panel
4
Expiring
11
Inactive
6
VIP
New Campaign
✓
Recipients
2
Select template
3
Preview & send
Recipients
4 patients — Expiring points <30d
Choose a template
Points expiring
Points Expiring
Urgency — 2 variants
It's time
It’s Time Again
Recall — seasonal
Tier milestone
Tier Milestone
Loyalty — upgrade
Birthday offer
Birthday Offer
Birthday month
Summer prep
Summer Prep
Seasonal — timing
We miss you
We Miss You
Inactive 60d+
Provider · Design System 02
Allē Analytics
Deep navy command centre for practice managers who run on data. KPI-first layout, cohort visualisations, campaign ROI at a glance.
Colour tokens
IBM Plex Mono
Albert Sans 600
Albert Sans 400
Dark-mode analytics suite. Sky blue for primary data, amber for alerts, green for positive delta. No serif.
Overview Cohorts Campaigns
Beauty Park — Practice Overview
Dec 2024 · MTD
$24,800
Revenue MTD
+18% vs last month
4
Expiring points <30d
Needs action
200
Active patients
+6 new this month
$1,240
Allē reimbursed
+$320 pending
Treatment volume — last 8 weeks 47 total
Patient Cohorts
200 patients · sorted by tier
Diamond
36
Gold
70
Silver
56
Member
38
Patient Tier Points Expiry
Sarah MartinGold70014d
Tyler TranDiamond3,20062d
Joan CollinsSilver1809d
Birthday Campaign · Nov 2024
Completed · 28-day window
124
Sent
38%
Opened
12%
Booked
Sent 124 —
Opened 47 38%
Clicked offer 22 47%
Booked 15 68%
Provider · Design System 03
Allē Daylight
Light, friendly, and unintimidating. The backoffice that a receptionist opens with confidence — clean SaaS clarity with a lavender warmth.
Colour tokens
Albert Sans 600
Albert Sans 400
IBM Plex Mono
No serif anywhere. Accessible contrast. Rounded everything. Lavender as brand warmth, not decoration.
Dashboard Patients Loyalty
Good morning, Beauty Park
Monday, December 18 · 3 appointments today
3
Today's appointments
1 ready
4
Expiring pts <30d
Action needed
$1,240
Reimbursed MTD
+$320 pending
200
Active patients
+6 this month
Today's schedule View all
10:00
Sarah Martin
BOTOX Cosmetic · Gold · 14d to expiry
10:30
Tyler Tran
BOTOX + JUVÉDERM · Diamond
11:15
Joan Collins
DiamondGlow · Silver · 9d to expiry
Sarah Martin
Gold Tier · 14d to expiry
Treatment history
Dec 17
BOTOX Cosmetic
Nurse Jamie · $350
+300 pts
Oct 2
Before/after photo
App upload
+100 pts
Sep 25
BOTOX Cosmetic
Nurse Jamie · $350
+300 pts
Loyalty Engine
Patient tier distribution · Beauty Park
Diamond 36 patients 18%
Gold 70 patients 35%
Silver 56 patients 28%
Member 38 patients 19%
Opportunity
4 Gold members within 300 pts of Diamond. A targeted birthday campaign could push all 4 up this month.
Provider · Design System 04
Allē Ember
Carbon-black, mono-first, terminal aesthetic. For the practice owner who thinks in data, not design — every interaction deliberate and efficient.
Colour tokens
IBM Plex Mono (all)
No Albert Sans
No Playfair
GitHub dark meets practice management. Mono type throughout. Orange as the single accent. No rounded corners on primary UI.
queue records outreach
Today's queue 3 patients
#0892
Sarah Martin
BOTOX Cosmetic · Gold · 14d expiry · Birthday month
High Apply offer
#0893
Tyler Tran
BOTOX + JUVÉDERM · Diamond · 62d expiry
Std Checkout
#0894
Joan Collins
DiamondGlow · Silver · 9d expiry
High Remind
record / #0892
Sarah Martin
Gold 12 visits Birthday month 300 pts to Diamond
Timeline
Dec 17, 2024
BOTOX Cosmetic · $350 · Nurse Jamie
+300 pts earned · 700 pts current balance
Birthday offer available
Oct 2, 2024
Before/after photo upload · app
+100 pts earned
Sep 25, 2024
BOTOX Cosmetic · $350 · Nurse Jamie
+300 pts earned
Outreach / compose
4 Gold members · expiring <30d · birthday month offer
Segment
Gold tier · expiring <30d · birthday month — 4 patients
Offer
20% off next treatment · valid 30 days · birthday month
Message
Your birthday month is here — and you're just 300 pts from Diamond. Book this month and we'll apply a 20% birthday offer at checkout.
Scheduled for today · 2:00 PM
Provider · Design System 05
Allē Canvas
The editorial approach to practice management. Warm parchment, serif headings, member records as personal narratives — for the boutique provider who sees patients as guests.
Colour tokens
Playfair Display Italic
IBM Plex Mono
Albert Sans
Warm canvas, editorial serif, photography-first treatment cards. Member stories, not member records.
Calendar Members Campaigns
Monday, December 18 3 appointments
Sarah Martin
BOTOX Cosmetic · Gold · Birthday month
10:00 AM
Ready
Tyler Tran
BOTOX + JUVÉDERM · Diamond
10:30 AM
Checked in
Joan Collins
DiamondGlow · Silver · 9d expiry
11:15 AM
Scheduled
Sarah Martin
Gold member · since September 2018
Loyalty journey
Member Silver Gold Diamond
300 pts from Diamond. Her birthday is February 11 — a birthday offer applied at today's checkout pushes her over the threshold.
Birthday campaign
December 2024 · 4 members
A gift for your birthday month.
You're closer to Diamond than you think — and it's your birthday month. Book this month and we'll apply 20% at checkout.
Gold members 70 members
Expiring <30d 4 members
Birthday month 4 members
The program was built for the channel.
The redesign was built for the relationship.