Web App Redevelopment: Brilliant Distinctions to Allē

Redevelopment, Rebrand, Web App, Mobile Responsive, Data Migration

Overview

The project aimed to overhaul Allergan Aesthetics' digital presence by rebranding and modernizing the existing loyalty program, Brilliant Distinctions to an elevated brand with the technology that could scale with the company’s vision to be a destination for all things aesthetics.

As a Product Manager, I led the redevelopment of the consumer web app, the primary touchpoint consumers could interact with the brand. Working with designers, developers, marketers and business stakeholders, we launched a user-friendly platform for 2M+ users and created a strong foundation for the company’s future digital products.

The Work

Conducted on-site visits with aesthetic offices to gather insights and feedback on key workflows, needs and pain points

Developed new user flows on points of friction like Registration, Log In, Migration, and Profile Management

Defined the process and data requirements for migrating 2 million users from Brilliant Distinctions to Allē

Managed design and development deliverables, while aligning business needs with legal and compliance

Managed a phased rollout to address integration challenges with existing systems, ensuring smooth transition.

The Results

Successfully rebranded and relaunched the platform from Brilliant Distinctions to Allē summer 2020.

Executed a three-phase rollout, progressively including more users and increasing complexity with each phase.

Seamlessly migrated over 2 million users to the new Allē platform

Achieved a 25% reduction in drop-off rates during the sign-up process

The web app was foundational for new and ongoing development to grow the Allē brand, while ensuring a smooth transition and uninterrupted user experience from Brilliant Distinctions.