Defining the insights
KEEP SCROLING
01
Merchant insights
I analyzed the information meticulously, clustering and categorizing the outputs to identify recurring themes. This structured approach transformed raw data into actionable insights.
Through careful synthesis, I gained a holistic understanding of the pain points, goals, and expectations of both parties. This analysis empowered me to effectively address their needs, ensuring our design solution was impactful and user-centered.
Make it accessible
INSIGHT
Small businesses are interested in implementing loyalty programs but are apprehensive about the challenges associated with implementation and budget constraints. They perceive loyalty programs as costly and labor-intensive endeavors.
Make it flexible
INSIGHT
Offering tangible data outputs holds significant importance. Merchants view the product as a valuable tool for executing their marketing endeavors and seek to utilize the data for performance marketing purposes.
Address the security issues
INSIGHT
Security concerns rank high among users' priorities, particularly when it comes to sensitive data such as their bank information. Users are inherently cautious and seek assurance regarding the safety and protection of their data.
Emailing and Google ads are the real competitors
INSIGHT
Typically, merchants utilize email marketing on a weekly or monthly basis, particularly for special occasions or new product launches, and perceive it as effective. Even merchants without retention issues employ email marketing, often sending newsletters, vouchers, or social media ads to reengage customers.
Recognize offline and online journeys
INSIGHT
Putting greater focus on integrating online and offline channels is a key priority for merchants. Companies operating in both online and offline realms are particularly keen on obtaining data related to their offline segment.
Keep the money on the system
INSIGHT
Merchants prefer customers to use their cashback within their system rather than allowing it to be spent elsewhere. They are open to providing cashback as long as it is spent within their ecosystem. While they may allocate funds for retention purposes, they are hesitant to offer cashback that can be used at other brands, preferring to maintain a closed-loop system.
02
User insights
DESIGN PRINCIPLE
Build trust
INSIGHT
User feedback consistently emphasized the importance of data security and privacy in utilizing card-linked open banking technology..
DESIGN PRINCIPLE
Don't make me think
INSIGHT
Users are reluctant to invest effort in loyalty programs, preferring a hassle-free experience where they can passively engage without the need for active management or thought.
DESIGN PRINCIPLE
Show the potential
INSIGHT
Demonstrating the potential of user data presents a strategic opportunity to cultivate sustainable and enduring relationships with stakeholders. Since it is a fresh concept, users are unaware of their data's potential.
DESIGN PRINCIPLE
Keep simple
INSIGHT
The user research revealed a significant challenge among participants in comprehending the mechanics of card-linked open banking technology. Many users expressed confusion and uncertainty about how the technology functions and its implications for their banking data.
DESIGN PRINCIPLE
Create awareness on the value of data
INSIGHT
Through strategic communication and education about the benefits of Open Banking, we can effectively drive user awareness and advocacy while promoting responsible data-sharing practices.
DESIGN PRINCIPLE
Make reward moments unforgettable
INSIGHT
Reward moments are the highlight of the user journey. By capitalizing on these moments of excitement and satisfaction, we can effectively reinforce positive user behaviors and strengthen user engagement.
I analyzed the information meticulously, clustering and categorizing the outputs to identify recurring themes. This structured approach transformed raw data into actionable insights.
Through careful synthesis, I gained a holistic understanding of the pain points, goals, and expectations of both parties. This analysis empowered me to effectively address their needs, ensuring our design solution was impactful and user-centered.
[ Type ]
Product Design
[ Year ]
2024
[ Product ]
REWARDLY
A web-based platform that lets you automatically earn rewards from your favorite merchants. Register your preferred payment method, and earn cashback or rewards each time you use it at participating stores, like your go-to coffee shop or sandwich place.
[ Challenge ]
Loyalty programs are often inaccessible to small and medium-sized merchants, who need to build long-term relationships with customers.
[ Solution ]
A web-based platform for merchants that simplifies registration and participation, allowing them to set up their loyalty offerings without complex systems quickly.
[ Approach ]
I adopted a design thinking process that allowed me to understand and empathize with the customer's needs and generate ideas based on evidence.
[ My Role ]
I was responsible for the entire product. From research, conducting user interviews, synthesizing and prioritizing goals, brainstorming ideas to finally designing and testing the solution. I created informed-based designs such as wireframes, low-fidelity, and high-fidelity prototypes, iterating insights along the process.
[ Approach ]
I adopted a design thinking process that allowed me to understand and empathise with the customer's needs and generate ideas based on evidence.
REGISTER ONCE,
GET REWARDED ALWAYS
Register via your preferred payment method.
SHOP AS USUAL
Use that payment method while shopping at the merchant.
NOTHING ELSE IS REQUIRED.
Get cashback on every shopping instantly, no need to do anything else.
Cashback, always
on your bank card.
No need to carry card or use application for rewards.
Forget to carry loyalty cards, follow up on the loyalty programs, and everything related to the loyalty! Even forget us.
Deals are always with you.
Add deals to your payment method, they will be automatically updated and renewed.
Trees are planted in the name of you as reward.
Fulfill the tree deals and we will plant the amount of trees in your deal for you. Each tree is worth 5 EUR.
You don’t need to carry or remember multiple apps, points, and vouchers - it’s all in your usual bank card.
You don’t need to carry or remember multiple apps, points, and vouchers - it’s all in your usual bank card.
Donate your cashback to NGO's.
Diet and health should be managed holistically. Good Food creates a fair environment for everyone to manage their diet from only one platform and access all stakeholders about diet.
Your bank card becomes your loyalty card that you get rewarded on every purchase.
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FOR MERCHANTS
Keep your customers coming back
Become your customers' favorite
Merge your customer's online and offline journeys and make one-time interaction into long-lasting relationship.
Plug & play solution helps small businesses.
Thanks to our plug & play solution, small businesses can start their loyalty platform in a few hours and turn their customers into regulars.
Design
process
ROLE:
Design Lead
DURATION:
10 Weeks
DESIGN CHALLENGE
Designing a Frictionless Loyalty Platform: Applying Divergent and Convergent Thinking Through Design Thinking Methodology
I applied Design Thinking by first empathizing with S/M-sized merchants and customers to identify the challenges of traditional loyalty programs. During the define phase, I clarified the need for a simpler, more efficient solution. Using divergent thinking, I brainstormed various approaches and converged on leveraging open banking technology for automatic rewards. I then prototyped and tested a secure, seamless user flow, iterating through feedback to ensure a frictionless experience. This process led to a user-centered loyalty platform that addressed customer ease and merchant efficiency.
ACTIONS
01 Challenge framing
Research design
User & merchant interviews
Benchmarking
UI trend analysis
Competitive analysis
Decoding the 'as-is journey'
Persona creation
Synthesis & insights
Design principles
The tone of the voice design workshop
'How might we...?' question writing
02 Ideation, design & test
User journey mapping
Information architecture design
User flow design
Wireframing
'To be' journey mapping
UI strategy & 'look & feel' design
UI design alternatives
Card sorting
A/B testings rounds & iterations
Open-end question testing
03 Finalization & implementation
Design system design
Component library building
Handing over to the developers
Design auditing
Following up on the implementation
User feedback
Iterations
Research design
We took a hands-on approach by conducting interviews and engaging with users and merchants to gain invaluable insights.
1-1 INDEPTH INTERVIEWS
With open-ended questions, we aimed to delve deep into their experiences, uncovering their pain points, goals, and expectations.
Our objective was to understand the context in which they operate, fostering empathy and gaining a comprehensive understanding of their perspectives.
5 Merchant interviews
This empathetic approach not only allowed us to build rapport with our interviewees but also provided us with rich qualitative data that informed our design decisions moving forward.
5 User interviews
By immersing ourselves in their world, we were able to grasp the challenges they face and identify opportunities for improvement.
Trend Analysis
This empathetic approach not only allowed us to build rapport with our interviewees but also provided us with rich qualitative data that informed our design decisions moving forward.
UI Benchmarking
This empathetic approach not only allowed us to build rapport with our interviewees but also provided us with rich qualitative data that informed our design decisions moving forward.
Benchmarking
After synthesizing the insights from our interviews, we initiated a comprehensive benchmarking process, meticulously analyzing 33 applications across six diverse sectors. Our examination focused on five key areas. This exhaustive analysis provided us with a comprehensive overview of industry standards and best practices within each sector. Following this, we conducted a UI trend analysis, identifying emerging design trends and patterns across various industries. Drawing from this analysis, we gleaned valuable insights and learnings that would inform our own design decisions.
33+ Mobile Applications
AboutYou, Airbnb, Alpakas, Amazon, App Store, Asos, Behance, Booking, dm, Etsy, Farfetch, Garanti, Getir, Getbats, Gorillas, Idealo, IKEA, Igraal, Lieferando, Nike...
7 Sectors
Fashion, delivery, lifestyle, marketplace, loyalty, travel, game
4 Main Topics
Information architectures, landing pages, onboarding experiences, headers, product pards, UI elements.
The previous product review
Given that the project involved an existing live product, we undertook an in-depth audit of the product's UX/UI aspects. This audit allowed us to assess the strengths and weaknesses of the current design, identifying any existing challenges or pain points experienced by users. Through this process, we scrutinized various elements such as navigation, layout, interaction design, and visual aesthetics. Following the audit, we prioritized addressing the identified UX/UI challenges to enhance the overall user experience and optimize the product's usability.
This involved implementing design improvements, streamlining workflows, and refining interface elements to better align with user needs and expectations. By proactively addressing these challenges, we aimed to ensure that the product would continue to evolve and meet the ever-changing demands of its users effectively.
This empathetic approach not only allowed us to build rapport with our interviewees but also provided us with rich qualitative data that informed our design decisions moving forward.
User Emotion Map
UI Evaluation
We uncovered several issues related to its look and feel, which not only impacted usability but also posed challenges for scalability, particularly concerning whitelabeling.
UX/UI evaluation of the previous product
The user needed to take 28 actions to finish the registration process, with the new design we decreased these actions into 15.
Merchant & User Persona Archetypes
UX PRINCIPLES
4 Main pillars
By aligning our design decisions with these principles, we aimed to create a cohesive and impactful user experience that resonated with our target audience
DESIGN PRINCIPLE
Build trust
INSIGHT
User feedback consistently emphasized the importance of data security and privacy in utilizing card-linked open banking technology..
DESIGN PRINCIPLE
Don't make me think
INSIGHT
Users are reluctant to invest effort in loyalty programs, preferring a hassle-free experience where they can passively engage without the need for active management or thought.
DESIGN PRINCIPLE
Show the potential
INSIGHT
Demonstrating the potential of user data presents a strategic opportunity to cultivate sustainable and enduring relationships with stakeholders. Since it is a fresh concept, users are unaware of their data's potential.
DESIGN PRINCIPLE
Keep simple
INSIGHT
The user research revealed a significant challenge among participants in comprehending the mechanics of card-linked open banking technology. Many users expressed confusion and uncertainty about how the technology functions and its implications for their banking data.
DESIGN PRINCIPLE
Create awareness on the value of data
INSIGHT
Through strategic communication and education about the benefits of Open Banking, we can effectively drive user awareness and advocacy while promoting responsible data-sharing practices.
DESIGN PRINCIPLE
Make reward moments unforgettable
INSIGHT
Reward moments are the highlight of the user journey. By capitalizing on these moments of excitement and satisfaction, we can effectively reinforce positive user behaviors and strengthen user engagement.
02
Merchant persona archetypes
Leveraging the user polarizations as building blocks, we synthesized cohesive user personas that encapsulated the diverse needs, preferences, and behaviors of our target audience. Through this approach, I ensured that our user personas were not only rooted in real-world observations but also reflected the nuanced complexities of our user base. These personas served as invaluable tools for guiding our design decisions and tailoring the user experience to meet the specific needs of each user archetype.
Leveraging the user polarizations as building blocks, we synthesized cohesive user personas that encapsulated the diverse needs, preferences, and behaviors of our target audience. Through this approach, I ensured that our user personas were not only rooted in real-world observations but also reflected the nuanced complexities of our user base. These personas served as invaluable tools for guiding our design decisions and tailoring the user experience to meet the specific needs of each user archetype.
REFRAMING THE DESIGN CHALLENGE
The first wireframes of the service were done to define the overviews to establish the structure and flow of possible design solutions. These outlines reflected user and business needs.
Paper or software-rendered wireframes helped to ideate toward optimal, user-focused prototypes and products.
"How might we...?" question
How might we design a seamless user experience with card-linked open banking technology into our loyalty platform, ensuring an intuitive journey for users with security concerns?
DESIGN PRINCIPLE
Build trust
INSIGHT
User feedback consistently emphasized the importance of data security and privacy in utilizing card-linked open banking technology..
DESIGN PRINCIPLE
Don't make me think
INSIGHT
Users are reluctant to invest effort in loyalty programs, preferring a hassle-free experience where they can passively engage without the need for active management or thought.
DESIGN PRINCIPLE
Show the potential
INSIGHT
Demonstrating the potential of user data presents a strategic opportunity to cultivate sustainable and enduring relationships with stakeholders. Since it is a fresh concept, users are unaware of their data's potential.
DESIGN PRINCIPLE
Keep simple
INSIGHT
The user research revealed a significant challenge among participants in comprehending the mechanics of card-linked open banking technology. Many users expressed confusion and uncertainty about how the technology functions and its implications for their banking data.
DESIGN PRINCIPLE
Create awareness on the value of data
INSIGHT
Through strategic communication and education about the benefits of Open Banking, we can effectively drive user awareness and advocacy while promoting responsible data-sharing practices.
DESIGN PRINCIPLE
Make reward moments unforgettable
INSIGHT
Reward moments are the highlight of the user journey. By capitalizing on these moments of excitement and satisfaction, we can effectively reinforce positive user behaviors and strengthen user engagement.
02
Merchant persona archetypes
Leveraging the user polarizations as building blocks, we synthesized cohesive user personas that encapsulated the diverse needs, preferences, and behaviors of our target audience. Through this approach, I ensured that our user personas were not only rooted in real-world observations but also reflected the nuanced complexities of our user base. These personas served as invaluable tools for guiding our design decisions and tailoring the user experience to meet the specific needs of each user archetype.
DESIGN PRINCIPLE
Build trust
INSIGHT
User feedback consistently emphasized the importance of data security and privacy in utilizing card-linked open banking technology..
DESIGN PRINCIPLE
Don't make me think
INSIGHT
Users are reluctant to invest effort in loyalty programs, preferring a hassle-free experience where they can passively engage without the need for active management or thought.
DESIGN PRINCIPLE
Show the potential
INSIGHT
Demonstrating the potential of user data presents a strategic opportunity to cultivate sustainable and enduring relationships with stakeholders. Since it is a fresh concept, users are unaware of their data's potential.
DESIGN PRINCIPLE
Keep simple
INSIGHT
The user research revealed a significant challenge among participants in comprehending the mechanics of card-linked open banking technology. Many users expressed confusion and uncertainty about how the technology functions and its implications for their banking data.
DESIGN PRINCIPLE
Create awareness on the value of data
INSIGHT
Through strategic communication and education about the benefits of Open Banking, we can effectively drive user awareness and advocacy while promoting responsible data-sharing practices.
DESIGN PRINCIPLE
Make reward moments unforgettable
INSIGHT
Reward moments are the highlight of the user journey. By capitalizing on these moments of excitement and satisfaction, we can effectively reinforce positive user behaviors and strengthen user engagement.
02
User persona archetypes
Leveraging the user polarizations as building blocks, we synthesized cohesive user personas that encapsulated the diverse needs, preferences, and behaviors of our target audience. Through this approach, I ensured that our user personas were not only rooted in real-world observations but also reflected the nuanced complexities of our user base. These personas served as invaluable tools for guiding our design decisions and tailoring the user experience to meet the specific needs of each user archetype.
02
Persona Archetypes
Leveraging the user polarizations as building blocks, we synthesized cohesive user personas that encapsulated the diverse needs, preferences, and behaviors of our target audience. Through this approach, I ensured that our user personas were not only rooted in real-world observations but also reflected the nuanced complexities of our user base. These personas served as invaluable tools for guiding our design decisions and tailoring the user experience to meet the specific needs of each user archetype.
03
The tone of voice design
We defined our product's tone of voice to ensure brand personality consistency across all communication channels. We synthesized research findings and user insights, distilling key takeaways to inform our design decisions.
Using these insights, I developed design principles that guided our design process, encapsulating our brand's essence and ensuring coherence across the user experience.
03
'To be' user journey
By detailing and refining the user journeys, we ensured a clear understanding of the desired user experience and laid the groundwork for the design and development phases of the project. These 'to be' user journeys served as a blueprint for creating intuitive interfaces, seamless interactions, and delightful experiences that would resonate with our users and drive engagement with our loyalty platform.
Designing the service & in-app experience
KEEP SCROLING
01
'To be user journey'
Users were required to take 28 actions to complete their registration, leading to frustration and drop-offs. I redesigned the user journey by addressing these inefficiencies, simplifying the sign-up process to just 8 streamlined steps, greatly improving usability and enhancing the overall user experience.
02
Information hierarchy
In this phase, I structured the layout and organization of content to ensure optimal usability and navigation. I categorized and grouped related information and functionalities, creating logical pathways for users to access and interact with the platform. By mapping out the information architecture, we aimed to provide users with a clear and intuitive framework for exploring and engaging with the various features and services.
03
Page Architecture
In this phase, we carefully structured the layout and organization of content to ensure optimal usability and navigation. We categorized and grouped related information and functionalities, creating logical pathways for users to access and interact with the platform. By mapping out the information architecture, we aimed to provide users with a clear and intuitive framework for exploring and engaging with the various features and services offered.
Turn every transaction into a reward.
Seamless experience provides you to get rewarded on every purchase you make from your favourite merchant.
Reducing the cognitive load
I organized these into a communication style/content orientation matrix to evaluate their effectiveness in conveying key messages and facilitating user interactions. I emphasized minimizing cognitive load, recognizing that excessive complexity can hinder users’ ability to process information and navigate the platform.
Keeping it short
I focused on creating brief and efficient user flows due to the sensitivity of card-linked technology and users' banking information. To address users' concerns about sharing sensitive data, I minimized steps and ensured clarity in each interaction.
Designing look & feel
We developed multiple design alternatives, each offering distinct visual aesthetics and user experiences for the product. We crafted a sleek and minimalist aesthetic for the product, focusing on simplicity and efficiency in its visual elements.
Defining an UI strategy
I developed a comprehensive UI strategy that meets the diverse needs of merchants across various sectors, we ensured the product remains versatile and easily adaptable to unique branding and functionality requirements, enhancing both scalability and usability.
Defining an UI strategy
We developed a comprehensive UI strategy to ensure the product's scalability as a white-label solution. By creating a flexible UI framework that meets the diverse needs of merchants across various sectors, we ensured the product remains versatile and easily adaptable to unique branding and functionality requirements, enhancing both scalability and usability.
TESTING
Usability tests
Concept testing
User testing for deal cards
Task-giving usability testing
A/B Testing for micro interactions
A/B Testing for flows
User testing for menus
DESTIGMATIZE THE LOYALTY
Make loyalty 'accessible' - for everyone
Empower merchants to manage the process end-to-end.
User testing
I formulated hypotheses to guide our evaluation of the redesigned loyalty platform, integrating card-linked open banking technology. Prototypes were carefully prepared and subjected to rigorous testing sessions, during which we collected invaluable feedback from participants.
Quantitative testing
The focus was on collecting metrics that describe the user experience. Metrics were task success and time on task.
(20 users participated in the test to get statistically significant numbers.)
Qualititative testing
2 Types of usability tests were conducted; qualitative, quantitative, remote, and in-person (5 participants from each user group).
9.1
/ 10
SATISFACTION SCORE
Quantitative testing
The focus was on collecting metrics that describe the user experience. Metrics were task success and time on task.
(20 users participated in the test to get statistically significant numbers.)
Qualititative testing
2 Types of usability tests were conducted; qualitative, quantitative, remote, and in-person.
(5 participants from each user group)
DESIGN FINALIZATION
Look & feel design
Lean journey, lean design
The user experience and user interface of the product reflect a lean design approach, emphasizing simplicity, clarity, and user-centricity.
Highlighting rewards
By prominently highlighting these rewards, we capture user attention and drive interest in participating. Elevating the visibility of cashback rewards not only reinforces our value proposition but also provides users with a clear and tangible benefit for their participation.
Simple yet communicate
Users often have a questions and concerns when engaging with a new platform, particularly regarding privacy, security, and functionality. By proactively addressing these questions and concerns on the landing page and providing easy access to relevant information through a dropdown menu, we aim to enhance user trust and confidence.
DESIGN SYSTEM APPROACH
Building a brand-new atomic design system from scratch
This project focused on creating a scalable, consistent design system through collaboration with developers. We started by breaking down interfaces into reusable components like buttons and inputs. Through iterative feedback, we ensured each element followed design principles and maintained visual cohesion. This approach ensured consistency across touchpoints and allowed the system to evolve over time.
Handing over to developers
Through close collaboration with developers, we created clear guidelines and documentation, ensuring alignment between design and development. This resulted in a cohesive atomic design system that enhances user experiences and promotes efficiency in product development.
KEEP SCROLING
OUTCOMES & LEARNINGS
Key Takeaways
1. Increased User Engagement:
Outcome: Improved user engagement by 47% within 3 months after implementing a seamless user journey for the Clink Reward platform.
How: The new design allowed users to easily register payment methods and track rewards, which led to more frequent usage.
2. Increased Loyalty Program Participation:
Outcome: Increased loyalty program participation 12x among small and medium-sized merchants.
How: Repositioned the product to meet merchant needs through research and competitive analysis, which made the platform more attractive to merchants.
3. Boosted Average Basket Size by 47%:
Outcome: Increased basket size by 47%, measured via data collected by open banking technology.
How: Redesigned the user interface and improved the overall user experience, streamlined checkout processes, and optimized user journey.
4. Significant Improvement in Usability Scores:
Outcome: Elevated the platform's usability score from 65 to 90, reflecting a 25% improvement in overall user experience.
How: Through rigorous user testing and refinement of the UI, I developed an accessible and user-friendly interface that minimized confusion and maximized functionality, showcasing my ability to create designs that truly meet user needs.
5. Reduced Support Needs for S/M sized merchants:
Outcome: Designed the platform with a plug-and-play approach, enabling brands to quickly launch tailored white-label deals for merchants with limited resources in just one day.
How: By streamlining navigation and simplifying reward tracking, I achieved a 40% decrease in customer support queries, allowing the support team to focus on strategic initiatives rather than day-to-day operational issues and improving overall efficiency.
6. Creation of a Comprehensive Design System:
Outcome: Developed a robust design system that improved design consistency and accelerated the development process by 3 times.
How: This system provided a library of reusable components, enabling faster iterations and unified brand identity across the platform, showcasing my strategic design thinking.
