Introducing loyalty as a seamless layer within the Google Shopping experience.
The online shopping experience lacks a cohesive way to surface loyalty programs, leaving users unaware of the benefits available to them. Shoppers want value while merchants want loyalty - bridging that gap became the challenge.
Product Design
Digital Experience
Service Design
UX Strategy
A system-level, mobile-first approach embedded loyalty directly into the core shopping experience, for anyone searching for their next purchase on Google. The work focused on identifying friction points for both shoppers and merchants, and simplifying the connection between loyalty programs and the people who benefit from them.
The designs introduce contextual signals, member pricing, loyalty status indicators, and quick login options, woven directly into the shopping flow. With streamlined onboarding and built-in trust signals, the experience redefines what it means to shop online.
Executed while at Big Spaceship.
14 countries expansion (as of April 2026)
20% lift in CTR for retailers when loyalty is surfaced
