INDUSTRY:
Luxury Home and Apparrel
CLIENT:
Cozy Earth
YEAR:
2026
TYPE:
Redesign
Membership Portal
about.
Cozy Earth is a luxury bedding, bath, and loungewear brand built around one simple idea making home the best part of life. As part of that experience, the brand offers a paid membership that unlocks exclusive pricing, early product access, and exclusive perks for loyal customers.
The membership portal is where customers manage their account, view rewards, and access those benefits. However, the portal had not been meaningfully updated since the membership originally launched. As Cozy Earth’s brand evolved, the portal lagged behind becoming visually outdated, difficult to navigate, and misaligned with newly introduced brand guidelines. This project focused on bringing the membership experience up to the same standard as the rest of the site.
The goal was not to reinvent the membership itself, but to rethink how it was experienced. The existing portal felt cluttered and utilitarian, relying heavily on gray tones, card based layouts, and a long scroll that made it difficult for members to quickly find what they needed. At the same time, internal conversations were questioning whether the structure of the membership was still right for customers, opening the door to deeper exploration and iteration.
process.
I led the design of the membership portal from concept through final iteration, working closely with the Director of Retention for feedback throughout the process.
I began by researching loyalty and rewards programs from brands with strong member experiences, including Lululemon, Gap, Quince, and several others. This helped establish patterns around hierarchy, benefit visibility, and how premium brands communicate value to their members.
Early in the project, the direction shifted multiple times. The initial concept explored transitioning to a traditional tiered membership, where customers would unlock better benefits as they spent more. That idea later evolved into a more gamified system, where members could level up by purchasing within specific categories or referring friends, similar to a battle pass model used in gaming.
I created design explorations for each of these concepts, which resulted in significant iteration early on. Ultimately, insights from user research conducted by the Retention team revealed that customers preferred simplicity and clarity over tiered or gamified mechanics. Based on this feedback, the decision was made to keep the existing membership structure and benefits and focus instead on delivering a clearer, more elevated portal experience.
With the direction set, I shifted my focus to visual refinement and information architecture. Using Cozy Earth’s updated brand guidelines, I moved away from the existing gray heavy, card based layout and toward a more restrained black and white palette. The brand’s three typefaces were used intentionally to create hierarchy and visual interest, while subtle color accents were introduced through framed elements to add warmth and emphasis without overwhelming the design.
One of the most impactful changes came during the final iteration, where I collaborated with a senior UX designer to introduce a drawer based layout. Instead of presenting all content in a single, scroll heavy page, information was grouped into focused sections that expand as needed. This approach reduced cognitive load, improved scannability, and made the experience feel more intentional and premium.
outcome.
The redesigned membership portal delivers a cleaner, more intuitive experience that better reflects Cozy Earth’s brand today. Members can more easily understand their benefits, navigate between sections, and find relevant information without friction.
The redesign is currently being built by the development team and is scheduled to launch in Q2 2026. Early stakeholder feedback has been extremely positive, with the Director of Retention expressing strong excitement and confidence in the direction of the redesign.
