ROLE
CREATIVE ART DIRECTION
SKILLS APPLIED
PRODUCT DESIGN, STRATEGY
COLLABORATORS
UX DESIGN, DEVELOPMENT, MARKETING
ABOUT THIS PROJECT
Ranchology Rewards!
The Ranchology Rewards program for Hidden Valley® Ranch was created to boost user engagement. It provides a platform for users to save their favorite recipes, receive exclusive offers, and win branded items.
Role and Responsibilities
As Creative Art Director for Hidden Valley® Ranch, over six years, I’ve witnessed many brand evolutions, marketing tactics, and shifts in target users. For the first launch of the Ranchology Rewards program, I provided background insights and collaborated with an external agency to guide new designs, revamp the Hidden Valley® Ranch website, and rethink the Ranchology rewards strategy.
Challenges and Solutions
Alongside the web design, I worked with our development and UX teams to oversee and guide the program’s redesign. We introduced a gamified experience, breathing new life into the program. Members earn custom-designed badges by rating recipes, answering polls, and interacting with fellow "Ranchologists." These badges unlock better rewards, encouraging ongoing interaction. Rewards include coupons, sweepstakes entries, ranch gear, enamel pins, and Hidden Valley® Ranch merchandise like hats, aprons, and socks, which are available in the Ranch shop.
Innovation and Creativity
The program carries the brand's playful and fun tone. Badge copy motivates users with promises of "G.O.A.T. worthy swag," making participation enjoyable and rewarding. The copy builds anticipation and enthusiasm for earning badges and engaging with the content.
Quantitative Impact
The rewards program has created a vibrant community of loyal users who continuously engage with the brand. The well-crafted badges and diverse rewards make the Ranchology Rewards dashboard a fun and enticing experience for all Hidden Valley® Ranch enthusiasts. Enrolling in the program automatically signs users up for Ranchology and marketing emails, allowing us to access data by offering special deals in exchange for survey participation and feedback.
Conclusion
We have developed the Ranchology Rewards dashboard to keep users engaged. This platform allows you to save your favorite recipes, get special deals, and even redeem some cool HVR merchandise. To make it engaging, we have introduced badges for rating recipes, participating in polls, and connecting with other "Ranchologists." The more you engage, the better rewards you unlock, such as coupons, chances to win prizes, ranch gear, enamel pins, and other HVR items from the Ranch shop. By signing up for Ranchology and receiving our emails, you will gain access to exclusive deals and offers. In return, we'll be looking for your feedback to help build a vibrant community around our program. Our approach is light-hearted and fun, enticing users with the promise of rewards and creating excitement around earning badges. With creative design and a user-friendly layout, we have ensured that the dashboard appeals to newcomers and dedicated Hidden Valley® Ranch fandom.
The Piñon Creative is a proud POC, family-owned business with deep cultural roots.
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