Problem
AE customer accounts were historically managed through ATG Commerce (Oracle), but engineering introduced a new loyalty engine to support all newly created accounts and requiring the migration and unification of existing ATG accounts into the updated system. The existing account creation experience lacked loyalty integration, had limited error handling, and didn't support in-store sign-ups initiated through the mobile app. A full audit of all account and loyalty touchpoints across iOS and Android was needed to identify gaps and align the experience with the demands of the new engine.
Strategy
Competitive research was conducted to establish industry best practices for account creation and loyalty enrollment, providing a benchmark for what a best-in-class experience should look like. Key strategic decisions emerged from this research: loyalty opt-in would be incorporated by default into the Create Account flow to maximize enrollment, and dedicated enrollment flows would be designed to guide existing ATG account holders into the new loyalty system. The strategy also prioritized extending account creation access to support in-store sign-ups completed through the mobile app, reducing friction for both customers and store associates.
Design
Wireframes were developed for both iOS and Android, covering the redesigned Create Account flow, loyalty opt-in integration, ATG migration enrollment flows, and in-store account creation. Designs were reviewed collaboratively with product managers and developers to validate technical feasibility and surface any constraints early in the process. Refined wireframes were then handed off to the UI team for visual execution, ensuring consistency across platforms.
Wireframe examples (PW:19HotMetal) Wireframe 1 | Wireframe 2
The redesigned experience delivered meaningful improvements across enrollment, discoverability, and operational efficiency. Default loyalty opt-in drove a measurable increase in total loyalty account enrollment (10+ million accounts served), while improved customer data integration strengthened the connection between user accounts and the new loyalty engine. The loyalty program became more discoverable and accessible to a broader base of customers, and the addition of mobile-supported in-store account creation streamlined the sign-up process - reducing friction for customers and simplifying the workflow for store associates.
Default loyalty opt-in increased total loyalty account enrollment
Improved customer data integration with the new loyalty engine
Loyalty program became more discoverable and accessible
In-store account creation flows were easier to complete online, reducing friction for both associates and customers
Stronger customer engagement driven by immediate access to loyalty benefits and personalized experiences
Fewer support issues & customer care inquiries related to account confusion, duplication, or failed enrollment