Allergan Rewards Website

Allergan – Brilliant Distinctions

Brilliant Distinctions is a loyalty program for the pharmaceutical company Allergan. Members earn points by purchasing products or treatments from Allergan’s prescription beauty line. Brilliant Distinctions has enjoyed active, loyal relationships with its female customers, but not as much as their male counterparts. I was approached to lead the UX and creative direct the male version of the rewards program. After the redesign, the loyalty program went on to be the leading cosmetic rewards program in the world!

I was lead UX designer and creative director on this project. My team and I first took a closer look at the male consumer/customer, and what influences and motivates his shopping habits. Based on our findings, we developed a male landing page experience & email campaign utilizing registered female brand loyalists, prompting them to encourage the man in their life to sign up—with a deep incentive for both parties. This project was very challenging due to working with government pharmaceutical regulations and sign off. I actually inherited this project when it was behind schedule and off-budget, I lead my team in turning the project around.

We first looked at the female page designs and talked to the client about what they wanted to see in the male pages. We came to the conclusion after discussing the options that keeping the same shell components (i.e. navigation, sign in process) the same would mitigate user frustrations. On the left, you will see the female page design and on the right is the initial round of wireframing based on early conversations with the client.

In the wireframing rounds, we would produce  4-5 pages in the wires to show feature placement and content hierarchy. We would then populate these designs in Axure for basic prototypes to walk the client through. These rounds of wires saw a lot of feature sets come and go based on requirements from the client. There were 15 rounds of wires that were produced.

Based on government regulations we had to produce page by page annotations to hand off to the FDA for review. These annotations had to be very detailed and show every action that could be taken on the website along with a functionality write up.