Role: Product Designer
Platform: Mobile loyalty ecosystem
Scope: Loyalty UX, engagement flows, information architecture

ALDI Nord launched a regional rollout of ALDI Points in summer 2024 in Belgium, a retail loyalty ecosystem focused on points collection, coupons activation, and customer engagement.

During the first go-live phase, behavioral analytics revealed that bonus and rewards activation rates were performing below expectations.

Although users technically understood the system, key loyalty actions lacked:

- clear hierarchy
- behavioral guidance
- interaction continuity
- and contextual visibility

The challenge was not feature availability — but engagement orchestration.