FYE VIP Backstage Pass
Case Study: Redesigning FYE Backstage Pass VIP for Engagement, Clarity, and Loyalty
FYE VIP Backstage Pass
iOS Google Play Store
Role: Lead UX/Product Designer
Client: FYE, a client of Tenerity Limited
Focus: (IOS /Android) App design and Responsive Web Redesign (Desktop & Mobile)
Overview
FYE VIP is a mobile and desktop loyalty platform, available on iOS, Android, and web, that allows customers to join FYE’s membership program and access exclusive deals, rewards, and discounts. As the Lead UX/Product Designer at Tenerity Limited, I led a redesign initiative to modernize the experience, streamline enrollment, and increase customer engagement through intuitive design.
The Problem
The original FYE VIP experience was outdated and burdensome to use. The enrollment process required users to complete the signup by calling a customer service center, which led to frustration and high abandonment rates. The user interface was clunky, deals were difficult to locate, and users were unclear about the available incentives. FYE required a fully digital, engaging platform that was easy to use across both mobile and desktop devices.
My Role
As the Lead UX/Product Designer, I was responsible for the end-to-end user experience, including research, wireframing, prototyping, and design delivery. My focus was to:
• Eliminate the call-in requirement and fully digitize enrollment.
• Improve UI clarity and deal discoverability.
• Enhance user engagement with location-aware features and gamification.
• Create a more modern and intuitive shopping experience across platforms.
Design Process
(01) Discovery & UX Workshops
I collaborated with internal stakeholders and client teams to align on key challenges and success metrics. During UX workshops, we defined the ideal customer journey and mapped pain points in the current system. The consensus was clear: enrollment needed to be fast and frictionless, and deal discovery needed to feel rewarding and personalized.
(02) User Interviews & Testing
We interviewed both current FYE VIP members and new potential users. Many cited frustration with the confusing layout and lengthy sign-up process. Insights from testing early concepts confirmed that users wanted a modern, mobile-first interface with engaging features, such as location-based deals and gamification elements.
(03) Wireframes & Interaction Design
I created wireframes for a simplified enrollment process that eliminates the need to call a support center. Users can now complete sign-up entirely within the app or web experience, reducing the process to just a few intuitive steps. Post-enrollment, users were prompted to add a credit card, with the option to scan it using their phone’s camera—a central convenience feature that tested extremely well with participants.
In addition, I redesigned the deal discovery experience with a clearer visual hierarchy, intuitive navigation, and informative CTAs.
A “Deals Near Me” feature uses device location data to display offers in the user’s area.
(04) Gamification & Final Design
We introduced prize draws as a fun way to drive repeat visits. Users could enter these draws through specific actions in the app, such as exploring new deals or redeeming offers. The final visual design adhered to FYE’s updated brand guidelines, striking a balance between clarity, usability, and delight across mobile and web platforms.
The Results:
+60% increase in time spent in the app across new and returning users.
• Significantly improved enrollment rates thanks to the fully digital onboarding.
• High usability test scores across both mobile and desktop.
• Increased user retention driven by the addition of prize draws and location-based deal discovery.
User Feedback
Feedback from user testing and interviews was overwhelmingly positive:
“Way easier to use now—cool how it shows you deals near you.”
“I’m older and not super tech-savvy, but I found the new version fun to go through.”
“Love the camera scan for adding my card—super convenient!”
“The prize draws are a nice touch. Keeps me coming back.”
Reflection
Redesigning FYE VIP was a rewarding challenge that combined the need for digital modernization with a deep understanding of user behavior and expectations. One of my biggest takeaways was the importance of reducing friction in user flows—not just from a functional standpoint, but emotionally. The call-in step for enrollment had created a sense of hesitation that we were able to eliminate with a streamlined, fully digital experience.
It also reaffirmed the power of lightweight, well-integrated features, such as camera card scanning and location-based suggestions. These weren't just "nice-to-have" conveniences—they created real moments of delight. Additionally, incorporating user feedback early and often helped us make confident design decisions, rooted in real needs.
Finally, this project reminded me that engagement doesn't always require complexity—sometimes, a simple prize draw or a clear map of nearby deals can go a long way in building loyalty and excitement.
