Balance Rewards Registration
Theme: Modular design
The ask: introduce Balance Rewards enrollment on walgreens.com registration.
Prior to the launch of Balance Rewards, walgreens.com registration existed in one of two versions: a registration for a retail customer, and a registration for a pharmacy customer (which simply entailed additional authentication steps).
The first and main observation I gathered was that not all users needed or wanted to see all registration options, and therefore, their entry point could determine what components of registration to show.
The solution was a modular registration form - a single page comprised of 3 conditional modules, one for basic registration, one for pharmacy registration, and one for Balance Rewards registration. Depending on the user’s entry point, we would determine what modules to show.
For example:
anonymous user looking to buy toothpaste would see Basic Reg and Balance Rewards (optional)
anonymous user looking to refill prescription would see Basic Reg, Pharmacy Reg and Balance Rewards (optional)
logged in retail-only user looking to refill prescription would see Pharmacy Reg (or upgrade) and Balance Rewards (optional)
This framework continues to exist on walgreens.com today (note: the Walgreens loyalty program is now known as MyWalgreens).
