Loyalty program
Designing a value-driven loyalty program to increase customer retention at LivUp, balancing user simplicity and business sustainability.
Client
LivUp
Year
2021
Role
Lead product design
Problem context
LivUp faced a critical retention challenge: users would purchase, enjoy the experience, but fail to develop consistent repeat-purchase behavior. In a market with high customer acquisition costs, turning one-time purchases into recurring behavior was essential for the sustainability of the business.
The challenge was not simply to encourage users to come back, but to create a clear and continuous value proposition for those who already chose the brand.
The solution
I designed and led the creation of a loyalty program focused on turning recurrence into perceived value, balancing simplicity for users with business viability.
The solution was intentionally easy to understand, accessible to the entire user base, and built around continuous progress—without relying on complex rules or heavy gamification. The goal was to establish a clear and fair value exchange between recurring users and LivUp, encouraging sustainable return behavior.
The outcome was Fidelivup, a loyalty program fully integrated into the product experience, designed to scale and evolve based on real user learnings.
My role
I acted as the designer responsible for the end-to-end experience direction, from problem framing to solution definition.
I led user research, defined design principles and decision criteria, drove convergence across product, engineering, and stakeholders, and influenced strategic decisions around scope, MVP definition, and product evolution, consistently balancing user value with business goals.
Impact
After launch and subsequent iterations:
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15.5% increase in new-customer retention
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4.3% growth in repeat purchases among retained users
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11% increase in average order value
Copyright Letícia Alcon 2026
made in Brazil