Alice Dobrinsky, Content Strategist | Content Designer

The Results

• + 72 million active members in 9 months
• + 4.3% sales May 2013 over May 2012
• + 4.7% average basket size year-over-year

The Opportunity

Walgreens was launching its first customer rewards program, Balance Rewards, and UX writing was critical to driving engagement and success.

The Background

Balance Rewards would offer easy enrollment, instant points and endless rewards, plus ways to get, stay, and live well.

Leading UX Writing

I was hired to work with UX to write clear, educational UX copy that inspired users to join Balance Rewards, direct them through the process, and create the consumer-facing language. The work included:

• Making UX copy design decisions for dozens of flows that addressed prior Walgreens.com accounts
• Optimizing the experience of in-store kiosk and credit card interfaces with effective language
• Designing the flow and writing user experience copy for the Duane Reade conversion and enrollment tool
• Establishing UX copy guidelines and conventions for team consistency

The Legacy

This comprehensive program was one of the largest and most important programs in the retailer’s history. It streamlined the customer experience by unifying accounts, and set the stage for the current loyalty program, myWalgreens.