H&M Loyalty Program Beta Test Communications

Ahead of the North American launch of H&M’s new loyalty program, the brand invited a select group of customers to beta test the experience within its mobile app. This initiative aimed to gather actionable insights, optimize the omnichannel journey, and refine program communications before the official public release.

I supported the beta rollout by designing customer-facing communications that clarified the loyalty experience and encouraged early engagement. This included writing mobile app push notifications, customer emails, and a bilingual FAQ page for the French-Canadian website. Together these assets shaped a seamless, accessible experience across multiple touchpoints.

By streamlining program information, reinforcing consistent messaging, and creating an aligned content strategy, I helped customers better understand how to earn and redeem points—boosting beta participation and strengthening the digital customer experience pre-launch.