REDperks

Topics: Retail, Mobile Development, Product Strategy & Development, User Experience

I shipped REDperks, Target's points-based loyalty program and companion mobile app, as part of the Target Mobile portfolio I owned. The v1.1.0 release (Spring 2015) focused on the loyalty experience's biggest guest pain points: a clearer points dial and progress tracking against the 5,000-point reward goal, in-app messaging that explained why balances changed and celebrated milestones (the program had previously been email-only), and Passbook integration so guests no longer juggled REDperks and Cartwheel in separate apps at checkout. The headline change was a self-service receipt-scan feature that attacked the program's #1 support driver, guests scanning the receipt barcode to systematically reapply missed points instead of emailing support, paired with a simplified single-step enrollment flow on REDperks.com to remove friction at sign-up.