Membership 2.0
Connecting online and offline loyalty experiences through an integrated membership system
2025. 01 ~ 2025. 06
🗺️ Roadmap Management
⚖️ Decision Making
🧩 Problem Definition
🎯 Product Strategy
💼 Business Impact
Project
Overview
The “aft Membership 2.0 Project” was a key initiative to unify customer benefits across online and offline channels within aft’s omnichannel SaaS platform.
The goal was to ensure that membership benefits—such as loyalty tiers, coupons, and reward points—configured on each brand’s online store were automatically reflected in offline POS systems, allowing customers to enjoy a seamless and consistent membership experience across all retail touchpoints.
Strategy Alignment
This project represented a core pillar of aft’s long-term strategy to integrate customer data across all online and offline channels.
By consolidating membership and purchase data into a single system, it laid the foundation for future extensions such as analytics dashboards and personalized marketing features within the aft ecosystem.
Stakeholders
Collaborated with the following cross-functional teams:
Engineering (Backend / Frontend): API integration, data modeling, and real-time synchronization logic
CX & Marketing: Unified benefit policies and customer communication strategy
Additionally, partnered with retail brand stores to validate operational feasibility and collect real-world feedback during pilot testing.
My Role
I led the entire project end-to-end — from defining the product vision and integration logic to managing cross-functional collaboration and launch strategy.
Key responsibilities included:
Designing the unified data schema and membership logic architecture
Mapping and storyboarding the integrated UX flow between POS and online stores
Overseeing overall service UX/UI direction and design consistency
Aligning roadmap priorities across business and engineering teams
Leading QA and pilot testing in collaboration with retail partners
Problem
& Goals
Problem
Observation
Retail brands using aft operated separate membership systems for their online stores and offline POS. As a result, customers frequently encountered inconsistent benefits and unsynced reward points across channels. This fragmentation created confusion for customers and reduced operational efficiency for store staff.
“Many customers ask if they can use their online reward points in-store, but it’s disappointing that they can’t.” - Retail Store Staff
“If customers could use their coupons in-store, it would increase traffic and strengthen brand experience.“ - Marketing Team Member
“Large companies can build unified membership systems easily, but for smaller brands, the cost is a major burden.” - Small Brand Owner
Analysis
The core issue was not technical but operational inefficiency. Each system had its own logic for managing benefits, requiring duplicate setup and repeated testing for every update. This increased workload for brands and made it impossible to provide a consistent customer experience across touchpoints.
Definition
We defined the problem as:
“How might we build a unified membership system that connects online configurations to offline POS benefits — without requiring complex setup or additional development for brands?”
⚡️ The Challenge
The challenge was to unify online and offline membership systems in real time without disrupting existing POS operations, while minimizing setup complexity for retail brands.
Goal
The goal was to develop a unified membership platform that allows brands to offer consistent benefits — including loyalty tiers, coupons, and reward points — across online and offline channels without requiring complex setup or additional development. This aimed to bridge customer experience gaps, improve operational efficiency, and strengthen overall brand trust.
Execustion
& Process
Design Process
Research
Analyzed the membership structure, benefit policy, and data flow of both online stores and POS systems
Conducted interviews with store managers and CX teams to capture on-site pain points and operational insights
Define
Defined the data schema and API architecture for synchronizing online and offline membership policies
Unified policy attributes and parameters to ensure seamless recognition between online and POS systems
Design
Designed the integrated UX flow and customer journey across online and offline touchpoints
Created storyboards and UX/UI specifications for real-time tier updates, coupon usage, and reward accumulation/redeem features
Deliver & Validate
Conducted pilot QA tests to validate real-time synchronization accuracy and policy reliability
Monitored and analyzed live data discrepancies between POS and online systems
Deployed in phases to ensure feature stability and continuous feedback incorporation
Measured customer engagement metrics and business impact to inform ongoing product strategy
The “aft Membership 2.0 Project” was a key initiative to unify customer benefits across online and offline channels within aft’s omnichannel SaaS platform.
The goal was to ensure that membership benefits—such as loyalty tiers, coupons, and reward points—configured on each brand’s online store were automatically reflected in offline POS systems, allowing customers to enjoy a seamless and consistent membership experience across all retail touchpoints.
Strategy Alignment
This project represented a core pillar of aft’s long-term strategy to integrate customer data across all online and offline channels.
By consolidating membership and purchase data into a single system, it laid the foundation for future extensions such as analytics dashboards and personalized marketing features within the aft ecosystem.
Stakeholders
Collaborated with the following cross-functional teams:
Engineering (Backend / Frontend): API integration, data modeling, and real-time synchronization logic
CX & Marketing: Unified benefit policies and customer communication strategy
Additionally, partnered with retail brand stores to validate operational feasibility and collect real-world feedback during pilot testing.
My Role
I led the entire project end-to-end — from defining the product vision and integration logic to managing cross-functional collaboration and launch strategy.
Key responsibilities included:
Designing the unified data schema and membership logic architecture
Mapping and storyboarding the integrated UX flow between POS and online stores
Overseeing overall service UX/UI direction and design consistency
Aligning roadmap priorities across business and engineering teams
Leading QA and pilot testing in collaboration with retail partners
Results
& Impact
Outcome
Brands can now provide consistent membership benefits across online and offline channels. Through seamless app integration with their e-commerce platforms, offline purchases are automatically reflected in tier calculations, and online-issued coupons, reward points, and tier benefits are instantly applied at POS checkout — enhancing both customer experience consistency and operational efficiency.
Impact
& Success Metrics
Membership 2.0 improved both customer experience and operational efficiency for brands. By integrating online and offline membership systems, it drove higher customer engagement and revisit rates, while also contributing directly to product adoption and recurring revenue growth for aft. It marked a key turning point in creating consistency across the retail customer journey.
