top of page
Lane Bryant Premier Perks
Reimagining the member journey to create more reasons to engage.​​

​

My role: lifecycle strategy & messaging

lanecover_edited.jpg
Before: A Functional Foundation

The original lifecycle was built around the essentials — onboarding, billing, claims, cancellations, and account support. It did the job, but there was limited emphasis on ongoing engagement between those functional moments.

 A More Intentional Engagement Journey

A clearer rhythm across the member experience gave each touchpoint a distinct purpose — educating, rewarding, reminding, or creating a new reason to engage. Messaging like “Next bonus coming soon” added anticipation and continuity, helping members see what was coming next, reinforcing the value of staying engaged, and supporting retention.

bottom of page