Clink Website
[ Type ]
Brand & Website Design
[ Description ]
A brand, service, and new type of relationship that cultivates a novel interaction between merchants and customers, empowered by leveraging data-driven insights.
In this comprehensive brand strategy, service & web design project, I led the design processes to build a new brand approach including the brand and website design, and elevate merchant experiences, incorporating product and service design.
[ Year ]
2023
TEST
EARLY,
MANY
FAIL
FAST,
OFTEN
TEST
EARLY,
MANY
FAIL
FAST,
OFTEN
TEST
EARLY,
MANY
FAIL
FAST,
OFTEN
TEST
EARLY,
MANY
FAIL
FAST,
OFTEN
Describe the product here. Include important features, specifications and other relevant details.
Describe the product here. Include important features, specifications and other relevant details.
Describe the product here. Include important features, specifications and other relevant details.
LIVE LOUD
Describe the product here. Include important features, specifications and other relevant details.
CLINK SERVICE DESIGN
A brand, service, and new type of relationship that cultivates a novel interaction between merchants and customers, empowered by leveraging data-driven insights.
In this comprehensive brand strategy, service & web design project, I led the design processes to build a new brand approach including the brand and website design, and elevate merchant experiences, incorporating product and service design.
[ Type ]
Product Design
[ Year ]
2024
LoyaltyLink
[ Product ]
A brand, service, and new type of relationship that cultivates a novel interaction between merchants and customers, empowered by leveraging data-driven insights.
In this comprehensive brand strategy, service & web design project, I led the design processes to build a new brand approach including the brand and website design, and elevate merchant experiences, incorporating product and service design.
[ Challenge ]
Loyalty programs are often inaccessible to small and medium-sized merchants, who need to build long-term relationships with customers.
[ Solution ]
A web-app prototype allowed me to test the idea and confirm that users would benefit from this service.
[ 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.
It embarked on a comprehensive overhaul encompassing three pivotal phases: brand strategy design, service design, and website design. Each phase played a crucial role in redefining our company's identity, product design, and digital presence.
This project embodied a multifaceted effort to revitalize our brand, improve our services, and create an engaging online presence—all with the goal of building stronger relationships with merchants and ensuring sustainable growth in a competitive environment.
In the initial phase, we undertook the task of crafting a robust brand strategy for our company, necessitating a repositioning and pivot of our product.
This phase involved a holistic redesign of the company's identity and strategy, ranging from its name and tone of voice to its visual aesthetics and value proposition.
Through meticulous analysis and strategic planning, we realigned our brand to resonate more deeply with our target audience and reflect our evolving business objectives.
Building on the foundation laid in the brand strategy phase, we proceeded to revamp the services we deliver to our clients—a B2B2C model.
Our core service entails providing a plug-and-play white-label loyalty platform tailored for merchants, facilitating seamless customer engagement and retention strategies.
Through service design, we meticulously crafted both merchant and customer experiences, ensuring optimal usability, functionality, and alignment with our brand ethos.
The final phase of the project centered on the creation of our brand's new website, serving as a digital hub to elucidate our service offerings and values to merchants.
The website design aimed to provide comprehensive information, detailed explanations, and intuitive navigation, offering merchants insights into our solutions and the benefits they offer.
Through compelling visuals, engaging content, and user-friendly interface design, we sought to convey our brand story, showcase our capabilities, and inspire trust and confidence among potential partners.
01
BRAND STRATEGY DESIGN
Brand substance design
Look & feel design
Brand name design
02
SERVICE DESIGN
Merchant experience design
User experience design
Product concept design
03
DIGITAL EXPERIENCE DESIGN
Website UX&UI design
Visual communication design
Online user journey design
Leveraging design sprint approach, we aimed to create a cohesive brand strategy and identity that resonated with our target audience while delivering seamless and intuitive experiences.
By redefining our brand strategy and enhancing our service offerings, we aim to strengthen our competitive position, attract new customers, and drive sustainable growth in our target market.
BRAND STRATEGY DESIGN
Elevating brand with human-centered & community-powered* design approach: A strategic branding journey
HOW? Building the ecosystem for effective resource management & value sharing by using the power of data.
WHAT? We exist to build a future where everyone, every business, and even the whole planet can cooperate with the help of data, create value from it, and share the benefits of it.
WHY? To use the power of the data for a better world
Core values design
"We exist to build a future where everyone, every business, and even the whole planet can cooperate with the help of data, create value from it, and share the benefits of it."
01
BRAND STRATEGY DESIGN
Brand substance design
Look & feel design
Brand name design
Manage your diet holistically
In this comprehensive brand strategy, branding, and service & website design project, I led the design processes to build a new brand approach including the digital user experience and elevate both customer and merchant experiences, incorporating product and service design. Leveraging human-centered and design thinking approaches, we aimed to create a cohesive brand identity and customer and merchant journeys that resonate with our target audience while delivering seamless and intuitive experiences. Here's a breakdown of the steps involved:
PHASE 01
BRAND STRATEGY DESIGN
Stakeholder & Expert Interviews
Discovery workshop
Benchmarking
Persona creation
Synthesis
Insight creation
Insights shareout sessions
Concept design
Value and brand substance design
Business strategy finalization workshop
'The tone of voice' design
'Look and feel' design
ACTIVITIES
OBJECTIVES
Reposition our brand: Conduct market research and analysis to identify emerging trends, customer needs, and competitive landscape. Develop a new brand positioning strategy that reflects our unique value proposition and resonates with our target audience.
Redesign our identity: Design and implement enhancements to our brand to better meet the needs and expectations of our customers. This may include defining a brand new tone of voice, creating a new look & feel, improving user experience, and introducing new interactions.
Enhance customer experience: Prioritize customer-centricity throughout the brand repositioning and redesign process. Ensure that all changes and enhancements are driven by a deep understanding of customer needs and preferences.
Our company is embarking on a strategic initiative to reposition and redesign our brand, services, and products. The goal of this project is to realign our offerings with evolving market trends, customer preferences, and business objectives. By redefining our brand strategy and enhancing our service offerings, we aim to strengthen our competitive position, attract new customers, and drive sustainable growth in our target market.
DESIGN CHALLENGE
How might we design a comprehensive brand strategy for a pioneering provider of white-label loyalty solutions for merchants leveraging card-linked technology?
Research design
During the discovery phase, I used a variety of research methods to fully understand the context. I employed the design sprint methodology throughout the project because we had a tight deadline and clear goals. This helped us conduct stakeholder and merchant interviews, benchmarking, and a company-wide workshop efficiently. By sticking to this approach, we sped up the research process while keeping our objectives clear and the team on the same page.
Concept analysis
I expanded the benchmarking process to evaluate numerous brands across various sectors and their brand strategies to gather inspiration.
Company-wide discovery workshop
Discovery workshop 1
Merchant interviews
I planned and executed user research activities such as in-depth interviews, surveys, workshops, and benchmarking.
Benchmarking
I conducted benchmarking to analyze trends and assess our competitors. This involved evaluating their value propositions, trends, and the experiences of competing products or services.
Scanning the company resources
I conducted a comprehensive evaluation of all our previous resources to define what aspects should be carried over to the new brand strategy. This involved examining existing brand elements, such as messaging, visual identity, and brand assets, to identify those that align with our desired brand image and values.
Benchmark synthesis
I gained valuable insights into areas where we excel and areas where there's room for improvement. This analysis helped me identify opportunities to differentiate ourselves and better meet the needs of our users.
Personas
I created merchant personas to better understand the diverse needs, behaviors, and pain points of our merchant base. Drawing upon insights gathered from merchant interviews and market analysis, each persona represents a distinct segment of our merchant audience, highlighting their goals, challenges, and preferences.
Don't own 'loyalty', focus on 'being favourite'
INSIGHT
The interpretation of loyalty varies not only from sector to sector but also from company to company. While some define it as customers making at least two purchases per year, others consider it as one purchase every quarter or even more than six purchases annually.
It's a blue ocean, yet raising awareness is crucial.
INSIGHT
The interpretation of loyalty varies not only from sector to sector but also from company to company. While some define it as customers making at least two purchases per year, others consider it as one purchase every quarter or even more than six purchases annually.
Cashback is
the 'king'.
INSIGHT
Unlike traditional rewards like points or discounts, cashback offers a tangible and valued benefit that resonates deeply with consumers across demographics.
We need to enhance segmentation strategies for targeting merchants.
INSIGHT
Merely categorizing merchants as S-M or based on sectors falls short. Certain merchants offer niche products or operate without direct competitors, eliminating retention issues and shifting their focus to acquisition.
Facilitating ecosystem, bridging stakeholders and empowering enablers in need.
INSIGHT
We need to raise awareness of this and avoid solely positioning our value proposition as a solution to retention issues. Instead, we should emphasize that it's an essential tool/program that every merchant should have.
Navigate ambiguity: Delving into a complex concept without unified definitions.
INSIGHT
The interpretation of loyalty varies not only from sector to sector but also from company to company. While some define it as customers making at least two purchases per year, others consider it as one purchase every quarter or even more than six purchases annually.
DESIGN CHALLENGE
How might we create a forward-thinking brand that harnesses the power of card-linked open banking technology to create a new-age interaction between stakeholders around mutual benefit?
Brand strategy design
In response to the design challenge, I conducted ideation sessions to explore innovative solutions and designed the brand substances accordingly. Drawing inspiration from the insights, I focused on creating a brand strategy that reflects modernity, reliability, and simplicity. The brand substances include a unique name that embodies the platform's forward-thinking approach, core brand elements that symbolize connectivity and trust, stakeholder experiences that convey energy and excitement, and a sleek visual language that communicates the freshness and boldness of the brand.
02
SERVICE DESIGN
Merchant experience design
User experience design
Product concept design
Simplified loyalty: crafting intuitive experiences for seamless rewards
SERVICE DESIGN
Our goal is to ensure that our loyalty service is effortless, effective, and seamless for both individuals and businesses, every single time!
Forging a new era of long-lasting relationships among stakeholders.
Effortless experience for everyone: 'A revolutionary loyalty journey'
We've developed a loyalty platform that facilitates seamless connections between merchants and their customers.
A brand new relationship with the power of the data.
Make loyalty accessible for small and medium-sized merchants to keep their customers coming back.
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.
Manage your diet holistically
In this comprehensive brand strategy, branding, and service & website design project, I led the design processes to build a new brand approach including the digital user experience and elevate both customer and merchant experiences, incorporating product and service design. Leveraging human-centered and design thinking approaches, we aimed to create a cohesive brand identity and customer and merchant journeys that resonate with our target audience while delivering seamless and intuitive experiences. Here's a breakdown of the steps involved:
PHASE 02
SERVICE DESIGN
Stakeholder & expert Interviews
Discovery workshop
Benchmarking
Persona creation
Synthesis
Insight creation
Insights shareout sessions
Concept design
Value and brand substance design
Business strategy finalization workshop
'The tone of voice' design
'Look and feel' design
ACTIVITIES
OBJECTIVES
Redesign the service: Evaluate our current service and identify areas for improvement. Design and implement enhancements to our services better to meet the needs and expectations of our customers. This includes refining service features, improving user experience, and introducing new experiences.
Redesign the product: Assess our existing product and identify opportunities for innovation and differentiation. Develop and launch new product offerings or updates that align with our brand positioning and address market demand.
Enhance customer experience: Prioritize human-centricity throughout the brand repositioning and service redesign process. Ensure that all changes and enhancements are driven by a deep understanding of customer needs and preferences.
Our company is embarking on a strategic initiative to reposition and redesign our brand, services, and products. The goal of this project is to realign our offerings with evolving market trends, customer preferences, and business objectives. By redefining our brand strategy and enhancing our service offerings, we aim to strengthen our competitive position, attract new customers, and drive sustainable growth in our target market.
DESIGN CHALLENGE
How might we redesign our services and products better to meet the needs and expectations of our customers, while prioritizing customer-centricity and aligning with our brand positioning?
DESIGN CHALLENGE
Following the creation of the brand strategy, I transitioned into designing the service offerings of the brand. Leveraging the principles of user-centered design and utilizing the design sprint methodology, I developed intuitive and user-friendly interfaces for merchants to onboard and customize their loyalty programs easily.
The service design includes a comprehensive dashboard that provides merchants with real-time analytics and insights to optimize their loyalty campaigns and track performance metrics.
For users, I designed a mobile and web platform that offers a seamless and engaging experience for discovering and participating in loyalty programs, tracking rewards, and receiving personalized offers and recommendations. Throughout the service design process, I prioritized usability, accessibility, and scalability to ensure a frictionless experience for both merchants and users.
Research design
For the research phase of this project, I designed a structured approach to gather insights from users and leverage existing data from previous merchant interviews.
User Interviews: I conducted user interviews to understand the needs, preferences, and pain points of our target audience.
Merchant Interviews Outputs: I utilized the outputs and findings from previous merchant interviews rather than conducting new merchant interviews.
Benchmarking: I conducted benchmarking to evaluate existing loyalty solutions in the market and assess their user experiences.
Concept analysis
I expanded the benchmarking process to evaluate numerous brands across various sectors and their brand strategies to gather inspiration.
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Deconstruction of the previous flow
Following the research phase, I delved into decoding the current product's user journey to gain a comprehensive understanding of the existing process. Through the analysis, I identified each step of the user journey and mapped out the user's pains, goals, and emotions at each touchpoint. By examining the user's interactions with the product, I uncovered pain points, friction points, and areas of opportunity for improvement. This deep dive into the user journey allowed me to gain valuable insights into the user experience and informed the redesign process to address user needs more effectively.
From netnography to personas
The netnography process aims to create nuanced and realistic representations of users that can guide product development, marketing strategies, and user experience design. By understanding the multidimensional nature of users, businesses can better tailor their products and services to meet diverse user needs effectively.
From netnography to personas
The netnography process aims to create nuanced and realistic representations of users that can guide product development, marketing strategies, and user experience design. By understanding the multidimensional nature of users, businesses can better tailor their products and services to meet diverse user needs effectively.
%20BUT%20ACTIVATING%20THE%20DEAL%20LATER__.jpg)
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Deconstruction of the previous flow
Following the research phase, I delved into decoding the current product's user journey to gain a comprehensive understanding of the existing process. Through the analysis, I identified each step of the user journey and mapped out the user's pains, goals, and emotions at each touchpoint. By examining the user's interactions with the product, I uncovered pain points, friction points, and areas of opportunity for improvement. This deep dive into the user journey allowed me to gain valuable insights into the user experience and informed the redesign process to address user needs more effectively.
UI Benchmarking
User Personas
Synthesis of all the outputs
Clustering
Synthesis of all the outputs
User personas are derived from a diverse array of individual characteristics, reflecting the multidimensional nature of human behavior. This necessitates an examination of various user concerns and expectations, with an effort to pinpoint the extremes of different mindsets. Subsequently, we grouped these polarizations to form multidimensional personas.
Synthesis of all the outputs
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.
Design Process
KEEP SCROLING
01
Ideation
After analyzing the current product's user journey, we embarked on ideation sessions to generate initial concepts for enhancing the user experience.
These brainstorming sessions led to the creation of initial user journeys, outlining potential paths users could take to achieve their goals more efficiently and with fewer pain points.
02
UX Principles
Following the ideation phase, we further developed these initial user journeys by detailing each step and interaction. This involved mapping out the user's actions, touchpoints, and emotional states at every journey stage. Through collaborative efforts and iterative refinement, we transformed these initial user journeys into comprehensive 'to be' user journeys that depicted the ideal experience we aimed to deliver to our users.
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.
Shop as usual,
get cashback with your card.
03
DIGITAL EXPERIENCE DESIGN
Website UX&UI design
Visual communication design
Online user journey design
Introduce and foster awareness of a new relationship modal
Introduce and foster awareness of a groundbreaking new relationship between merchants and their customers. With a focus on innovative design and compelling content, the platform serves as a hub for promoting this transformative connection. The website reflects the brand's core values and identity through meticulous attention to detail and strategic visual elements.
Prioritize accessibility to essential information
Ensure users can effortlessly find what they need. Through intuitive navigation and clear organization, key information is readily available, reducing user effort and enhancing usability. By implementing user-friendly interfaces and straightforward pathways, visitors can swiftly access the necessary details without frustration.
Lean & bold user interface
Get cashback on every shopping instantly, no need to do anything else.
Manage your diet holistically
In this comprehensive brand strategy, branding, and service & website design project, I led the design processes to build a new brand approach including the digital user experience and elevate both customer and merchant experiences, incorporating product and service design. Leveraging human-centered and design thinking approaches, we aimed to create a cohesive brand identity and customer and merchant journeys that resonate with our target audience while delivering seamless and intuitive experiences. Here's a breakdown of the steps involved:
PHASE 03
WEBSITE DESIGN
Merchant Interviews
Benchmarking
Trend analysis
Synthesis
Insight creation
Design principles
Information Architecture
User flows
Design alternatives
Testings & iterations
Design system creation
Handing over to developers
ACTIVITIES
The primary objective of this website design project is to introduce a next-generation loyalty product that empowers users to actively participate in and derive tangible benefits from loyalty programs. By enhancing user engagement, personalization, and accessibility, the goal is to foster stronger connections between brands and their loyal customer base.
DESIGN CHALLENGE
How might we design a service that leverages data potential to cultivate dynamic relationships between merchants and customers, ensuring mutual benefit and sustained engagement?
You don’t need to carry or remember multiple apps, points, and vouchers - it’s all in your usual bank card.
User interview methodology
Discovery
Having accumulated an extensive amount of material from previous user, merchant, and stakeholder interviews provided a valuable foundation for showing empathy with users during the design process. Leveraging insights gathered from these interviews, I was able to deeply understand the needs, preferences, and pain points of our users, merchants, and stakeholders.
3 STAKEHOLDER INTERVIEWS
5 MERCHANT INTERVIEWS
18 COMPETITORS ANALYSIS
Website design goals
I approached the website design intending to create a user-friendly and visually engaging platform that effectively communicates the brand's value proposition and showcases its unique features.
1. User-Centered Design: I prioritized user-centered design principles, ensuring that the website's layout, navigation, and content are intuitive and easy to understand for users of all levels.
2. Visual Design: Drawing inspiration from the brand's visual identity, I crafted a visually appealing design that reflects the brand's reliability, and simplicity. This included selecting an appropriate typography, and imagery that aligns with the brand's aesthetic.
3. Responsive Design: Recognizing the importance of accessibility across different devices and screen sizes, I ensured that the website was fully responsive and optimized for mobile devices. This ensures a seamless user experience regardless of the device used to access the website.
Layout & information hierarchy benchmark
Clustering & Reviewing
The Merchant Interviews
Trend Analysis
UI Benchmarking
Synthesis
Personas
Empower merchants to achieve on their own
INSIGHT
Small-sized companies want to use loyalty programs but they are scared about the difficulties in implementation and budget. They believe that they cannot implement loyalty programs due to prices and the work it would take.
Enable their transition for them
INSIGHT
Merchants often lack a marketing budget specifically designated for customer acquisition or retention, viewing it as an additional expense. We need to cover the 'being favorite' concept.
Make launching experience human-free
INSIGHT
We need to raise awareness of this and avoid solely positioning our value proposition as a solution to retention issues. Instead, we should emphasize that it's an essential tool/program that every merchant should have.
Communicate lean and direct
INSIGHT
This is one of our main competitors for the S-M-sized merchants with no loyalty program. Clink's competitor is not another loyalty program or even their loyalty program, it is email marketing, personalized content, small gifts or any other 1-1 touch.
Response to their pricing concerns
INSIGHT
The interpretation of loyalty differs across industries and even among individual companies. For some, loyalty may be defined as customers making at least two purchases per year, while others may consider it as one purchase per quarter or even exceeding six purchases annually.
Evoke their emotions
INSIGHT
Digitalization is still in the beginning and user experience is very low. Users can not see the ‘truth of the food’. They choose it via photos from shots in the studios.
Benchmark synthesis
I gained valuable insights into areas where we excel and areas where there's room for improvement. This analysis helped me identify opportunities to differentiate ourselves and better meet the needs of our users.
The website serves as a powerful platform for raising awareness about a cutting-edge marketing tool tailored for merchants, empowering them to achieve their goals autonomously.
Through clear messaging and informative resources, the site educates merchants about the innovative capabilities of this tool, illustrating how it can revolutionize their marketing strategies. By providing step-by-step guidance and insightful tips, the platform equips merchants with the knowledge and tools they need to harness this technology effectively.
With a user-friendly interface and accessible resources, the website empowers merchants to take control of their marketing initiatives, fostering independence and driving success in their endeavors.
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DESIGN FINALIZATION
Look & feel design
Transparent communication
Transparent pricing information and an accessible approach are central to the website's value proposition. Clear and upfront pricing details, accompanied by flexible subscription options and transparent terms of service, instill trust and confidence in users. Additionally, accessibility features such as alt text for images and keyboard navigation ensure that the website is inclusive and usable for all users, regardless of their abilities or assistive technologies.
Intuitive Onboarding Process
The website features an easy-to-understand and self-explanatory design that guides newcomers through the platform effortlessly. Clear navigation and intuitive interface elements ensure that users can quickly grasp the platform's functionality and benefits, minimizing the learning curve for new users.
Bold and Lean Design
With a focus on bold and lean design principles, the website delivers a visually striking and streamlined user experience. Clean layouts, crisp typography, and judicious use of whitespace create a modern and impactful design aesthetic that captivates users' attention and facilitates seamless navigation across different sections of the website.
Design for inclusivity
Adopting an inclusive and community-powered approach, the website fosters a sense of belonging and empowerment among users. Interactive features such as discussion forums, user-generated content sections, and community events facilitate collaboration, knowledge sharing, and networking opportunities, enhancing user engagement and satisfaction.
Empowering Rapid Launch
The website design empowers users to launch their products quickly, allowing them to go from concept to market in just a few hours. Through streamlined processes, intuitive tools, and comprehensive resources, users can easily create and customize their loyalty programs, set up account configurations, and integrate with their existing systems with minimal effort. Clear guidance and step-by-step instructions accompany users throughout the process, empowering them to take control of their brand and drive business growth without the need for extensive technical expertise or support.
Atomic Design
Utilizing the MUI design system as a foundation for our design allowed us to streamline both the design and development processes. By leveraging the pre-built components and design principles provided by MUI, we were able to accelerate the creation of our component library. This not only saved valuable time but also ensured consistency and coherence across our designs.
Building our component library on top of MUI provided several benefits. First, it allowed us to maintain a cohesive design language and aesthetic throughout the website, enhancing the overall user experience. Additionally, it facilitated collaboration between designers and developers, as both teams could easily reference and use the same set of components.
Moreover, by adopting MUI's design system, we benefited from its extensive documentation and community support, which provided guidance and resources to expedite the design and development process further. This enabled us to focus our efforts on customizing and extending the components to meet our specific needs, rather than starting from scratch.
Overall, leveraging the MUI design system as a base for our design system proved to be a strategic decision that helped us save time and effort while ensuring a consistent and polished user interface.
KEEP SCROLING
USER TESTS
Usability tests
2 Types of usability tests were conducted; A/B testing and usability testing, to gather feedback and iterate on the design.
01
Usability tests
In the usability testing phase, we observed users as they interacted with the website to identify any usability issues, pain points, or areas of confusion. Through tasks and scenarios designed to simulate real-world usage scenarios, we collected feedback on the website's navigation, functionality, layout, and overall user experience. By observing users' behaviors and listening to their feedback, we gained valuable insights into areas where the design could be improved to better meet users' needs and preferences.
02
A/B Testing
In the A/B testing phase, we presented users with different variations of specific design elements or features to determine which version performs better in terms of user engagement, conversion rates, or other key metrics. By randomly assigning users to different groups and measuring their responses to each variation, we were able to identify which design elements were more effective in achieving our desired outcomes. This helped us make informed decisions about which design elements to retain, refine, or remove in subsequent iterations.
Empower merchants to manage their processes on their own.
1. Increased User Engagement:
Outcome: Improved user engagement by 20% 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: Boosted loyalty program participation by 80% from 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. Improved User Satisfaction:
Outcome: Increased user satisfaction by 30%, measured via user feedback surveys after launching the new high-fidelity prototype.
How: Iterative design testing (A/B tests, open-ended feedback) led to continuous improvements in the platform's usability and visual appeal.
4. Significant Improvement in Usability Scores:
Outcome: Elevated the platform's usability score from 70 to 90, reflecting a 15% 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 70%.
How: This system provided a library of reusable components, enabling faster iterations and unified brand identity across the platform, showcasing my strategic design thinking.
FEEDBACK AND LEARNING
Key takeaways
LEARNING
Need for social proofing and experience sharing
INSIGHT
The user tests revealed that users highly value seeing experiences and insights from other merchants using the platform. Incorporating features such as case studies, testimonials, or forums where merchants can share their experiences could enhance the platform's appeal and credibility.
LEARNING
Seek sector-specific implementation guidance
INSIGHT
Many users expressed questions and uncertainties about how to implement the product within their specific sectors. Providing sector-specific guides, use cases, or industry-specific FAQs could address these concerns and provide users with the information they need to confidently adopt the product.
LEARNING
Need for social proofing and experience sharing
INSIGHT
The user tests revealed that users highly value seeing experiences and insights from other merchants using the platform. Incorporating features such as case studies, testimonials, or forums where merchants can share their experiences could enhance the platform's appeal and credibility.
LEARNING
Seek sector-specific implementation guidance
INSIGHT
Many users expressed questions and uncertainties about how to implement the product within their specific sectors. Providing sector-specific guides, use cases, or industry-specific FAQs could address these concerns and provide users with the information they need to confidently adopt the product.
Project Title
01
User testing for deal cards
02
User testing for menus
03
A/B Testing for flows
04
Task-giving usability testing
05
A/B Testing for micro interactions
04
KEEP SCROLING
OUTCOMES & LEARNINGS