Eddie Bauer
Adventure rewards
-
The goal was to make the Adventure Rewards landing page clearer and more intuitive by removing excess copy and unnecessary complexity. At the time, customers were being pushed to sign up with little context, which created friction and confusion.
This redesign rebalanced the experience so “learn more” actually meant learning—clearly explaining the value of the program while keeping the page concise, scannable, and conversion-focused. -
Designed the full-page layout and visual system
Built the responsive experience in CMS using custom code blocks
Developed a flexible grid system to support ongoing updates to reward tiers, imagery, and CTAs
Replaced image-based copy with HTML live text to improve SEO and accessibility
Collaborated with UX, loyalty, and legal partners to ensure accuracy, clarity, and compliance
View the live reconstruction for desktop and mobile
The original page was built within Eddie Bauer's proprietary CMS and is no longer publicly available. I recreated the experience using hand-written HTML and CSS to demonstrate my front-end development skills. Some brand assets, fonts, and global site components could not be replicated outside the production environment.