The customer account, a true hub for the brand experience
Context
The classic Shopify customer account had become too limited for our ambitions. Beyond a simple order history, we wanted to make it a space that reflects the entire Sunology post-purchase experience. The goal was to add highly requested features (like generating invoices, creating support tickets routed to the right teams) and to highlight our community (Sunology Club). Simultaneously, we needed to integrate a powerful growth engine by completely redesigning the referral program and adding cross-selling features to encourage accessory purchases.
Role
I led the redesign of this section from user research to the overall experience direction (UX/UI). My mission was to enrich the content and professionalize this space so it could become a true hub of expertise.
I had to orchestrate complex post-purchase flows: streamlining customer support (reducing low-value tickets through self-service invoicing and ticketing), architecting the loyalty widget, and designing the referral interface to maximize recommendation rates and lower the Customer Acquisition Cost (CAC).
Brand Hub & Customer Service
Augmented History & Upsell
Beyond basic order status tracking, we made each order truly self-sufficient. Customers can now download their invoices instantly with a single click. This feature, highly requested by our B2B and B2C clients for subsidy applications, eradicated an extremely time-consuming manual task for customer support.
In parallel, we integrated a native ticketing module within the order itself. Instead of a generic contact form, the customer opens a pre-contextualized support ticket (exact product, batch number, purchase date). This level of detail allows for automatic routing to the correct technical team (inverter diagnostics, logistics, etc.), ensuring much faster resolution.
The customer space shouldn't be a transactional dead-end, but a launchpad. Instead of forcing users to browse the store categories again, recommendations are pushed contextually based on their owned equipment. A customer who bought a PLAY panel will be offered a specific extension cable or smart meter in one click.
This contextualization accelerates the cross-discoverability of our ranges and structurally increases the Customer Lifetime Value (cLTV) without additional marketing effort, while freeing customer service from manually handling forgotten accessory additions.
Order modal — pre-contextualized ticketing
Mobile view — same experience, adapted format
The Activity Log
Every action taken in the customer account — order placed, ticket opened, reward unlocked, referral sent — is logged in a chronological activity feed. This component, inspired by the activity feeds of modern SaaS apps, addresses a strong transparency need expressed by our B2B clients: understanding the complete history of their relationship with Sunology without contacting support.
For the internal team, this log also serves as a proactive support lever: in case of a dispute or question, the advisor instantly accesses the same history as the customer, eliminating context friction and reducing average resolution time.
The S-Club & Referral Program
The S-Club widget: Sharing and gamification interface.
A major growth lever
The historical referral program suffered from a lack of visibility and complex mechanics. We completely rebuilt it to make it the core engine of our organic growth. The goal was clear: stimulate virality and massively generate sales through word-of-mouth to drastically lower our Customer Acquisition Cost (CAC) in an increasingly expensive advertising market.
To achieve this, we designed the S-Club as a widget directly accessible from the customer account. This encapsulated dashboard centralizes all the gamification logic: a real-time visual progress bar for accumulated points, a transparent transactional history of earned rewards, and scalable tiers unlocking increasingly exclusive benefits.
The UX architecture was designed to create an addictive engagement loop. Instead of simple discounts, the user gains choice: accumulate "Watts" convertible into cash sent to their bank account, or into boosted vouchers to reinvest in the Sunology ecosystem.
Finally, to maximize the recommendation rate (K-factor), sharing was made totally frictionless. Ambassadors can find their personalized link or referral code in one click, accompanied by native quick-share buttons (WhatsApp, SMS, Email, Copy) and pre-written texts optimized for conversion. Everything is ready to use to evangelize their network in less than 10 seconds.
Public Page & Email Template
To establish the program's credibility and bring it out of the shadows of a hidden tab, we designed a dedicated landing page. As a true public showcase, it exhaustively and transparently details the S-Club mechanics: the rules of the game, immediate benefits (discount for the referee, cash or vouchers for the referrer), and the evolution of loyalty tiers. This clarity instantly removes any barriers to participation.
Beyond a simple web page, this system was modularly designed to be immediately adapted into an email template. During the official launch (Go-to-Market) of the S-Club, this architecture allowed us to send massive CRM campaigns to our entire user base with an exceptional adoption rate, as users found the exact same visual cues across the email, the public page, and their logged-in space.
Today, this page remains a pillar of our acquisition ecosystem. Strategically linked throughout the customer journey (footer, post-purchase onboarding sequences, reminders), it acts as an organic engine that continuously converts curious visitors into active ambassadors.
