[ Type ]
Product Design
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[ Description ]
My reward is a web-based platform for automatically earning rewards from your favorite merchants — like that coffee store you go to every weekend, or that sandwich place you always end up at after night outs. You register any preferred payment method with the platform, and then every time you use that payment method at that merchant, you earn cashback or several types of rewards.
[ Year ]
2024
MY REWARD
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.
Yo don’t need to carry or remember multiple apps, points, and vouchers - it’s all in their 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' favourite
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 (only designer in team)
DURATION:
10 Weeks
DESIGN CHALLENGE
A brand new experience for the repositioned product
Clink started its life as Optiopay and the product was a white-label marketplace that offers vouchers and cashback from different merchants via the use of card-linked technology in 2022. In early 2023, the company decided to switch its market position from a marketplace to a merchant-dedicated loyalty platform.
The company offered a white-label platform by the use of card-linked technology for merchants who need a loyalty platform. I was the only designer in the company. So for me, the goals of the project were designing a seamless user experience, redesigning the UI, and helping users to understand the platform.
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
FROM OUTPUTS TO 'THE HOW MIGHT..?' QUESTIONS
KEEP SCROLING
01
Synthesis
After conducting interviews with users and merchants, we meticulously analyzed and synthesized the information gathered. We took a structured approach, clustering and categorizing the outputs to identify recurring themes and patterns. By distilling the interview data, we transformed raw inputs into actionable insights.
This process allowed us to gain a holistic understanding of the pain points, goals, and expectations shared by both parties. Through careful synthesis, we uncovered nuanced insights that guided our design direction and decision-making process. This analysis empowered us to address the needs of users and merchants effectively, ensuring that our design solution would be truly impactful and user-centered.
02
Persona Archetypes
Following our comprehensive analysis of the gathered data, we embarked on a synthesis process to distill key insights and identify user polarizations. These polarizations emerged from the multidimensional mindsets observed among our user base. By recognizing these distinct perspectives and tendencies, we could delineate various user archetypes.
Leveraging these polarizations as building blocks, we synthesized cohesive user personas that encapsulated the diverse needs, preferences, and behaviors of our target audience. Through this approach, we 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.
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.
4 Stakeholder 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.
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.
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, Muzli, 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.
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.
5 User interviews
By immersing ourselves in their world, we were able to grasp the challenges they face and identify opportunities for improvement.
03
The tone of voice design
We organized a workshop dedicated to designing the tone of voice for our product. This collaborative session allowed us to define the brand's personality, ensuring consistency and resonance across all communication channels. Following the workshop, we synthesized the findings from our research, workshop discussions, and user insights. This synthesis process enabled us to distill key insights that would inform our design decisions moving forward.
Building upon these insights, I formulated design principles that served as guiding beacons throughout the design process. These principles encapsulated the essence of our brand, guiding our design choices and ensuring coherence across all aspects of the user experience.
UX/UI design, prototyping & testing
KEEP SCROLING
Design principles & 'HMW...?' questions
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
Our 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.
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?
01
'To be user journey'
We brainstormed solutions that would address the seamless integration of card-linked open banking technology into our loyalty platform while prioritizing user security concerns. We crafted a responsive user journey that guides users through each step of the process with clarity and confidence.
02
Information hierarchy
Following our comprehensive analysis of the gathered data, we embarked on a synthesis process to distill key insights and identify user polarizations. These polarizations emerged from the multidimensional mindsets observed among our user base. By recognizing these distinct perspectives and tendencies, we could delineate various user archetypes.
Leveraging these polarizations as building blocks, we synthesized cohesive user personas that encapsulated the diverse needs, preferences, and behaviors of our target audience. Through this approach, we 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
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.
It’s all about a dialogue
A few words from our clients. See client stories for more.
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Maria Goncavales, CFO
Laderate
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Michael Soveign
Seven Energy
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Jeffrey Cohen, CEO
Nato Productions
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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
After reviewing the wireframe alternatives, we selected several promising ones to refine further and develop them. We organized these refined alternatives into a communication style/content orientation matrix, which allowed us to assess their effectiveness in conveying key messages and facilitating user interactions. During the evaluation of the alternatives, we placed a significant emphasis on considering the cognitive load for users. Recognizing that excessive cognitive load can impede users' ability to process information and navigate the platform effectively, we assessed each alternative based on its complexity and the mental effort required from users. We aimed to minimize the cognitive load by prioritizing simplicity, clarity, and intuitive design elements in our chosen alternatives.
Keeping it short
Considering the delicate nature of card-linked technology, especially regarding users' banking information, our main focus was on creating user flows that are brief and efficient. Understanding that users may have apprehensions about sharing such sensitive information, we aimed to minimize the steps required and ensure that each interaction within the flow was clear and straightforward. By reducing the number of actions users needed to take and presenting information concisely, we aimed to alleviate any potential concerns and build trust in the platform's security measures. This approach not only simplifies the user experience but also reinforces our commitment to protecting users' privacy and security, fostering confidence in the platform, and encouraging user engagement.
Defining an UI strategy
We developed a comprehensive UI strategy aimed at ensuring the product's scalability. Since the product serves as a white-label solution, adaptability and flexibility were paramount. We crafted a UI framework that caters to the diverse needs of merchants across various sectors. This approach ensures that our product remains versatile and easily adaptable to the unique branding and functionality needs of merchants from different sectors, ultimately enhancing its scalability and usability.
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.
TESTING
Usability tests
User testing
In designing our user testing plan, we began by formulating hypotheses to guide our evaluation of the redesigned loyalty platform, integrating card-linked open banking technology. With a clear objective in mind, we defined the methodology, outlining tasks and testing methods to assess usability and effectiveness. Prototypes were carefully prepared and subjected to rigorous testing sessions, during which we collected invaluable feedback from participants. These insights were systematically gathered, analyzed, and transformed into actionable learnings, informing iterative improvements to the product. This iterative cycle was repeated six times.
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)
TEST
EARLY,
MANY
FAIL
FAST,
OFTEN
TEST
EARLY,
MANY
FAIL
FAST,
OFTEN
TEST
EARLY,
MANY
FAIL
FAST,
OFTEN
TEST
EARLY,
MANY
FAIL
FAST,
OFTEN
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
8.2
/ 10
SATISFACTION SCORE
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
It was a systematic and collaborative effort that prioritized scalability, consistency, and seamless integration with developers. We began by meticulously defining the atomic elements of our design system, breaking down complex interfaces into smaller, reusable components such as buttons, inputs, and cards.
Through iterative refinement and feedback loops with stakeholders and developers, we ensured that each component adhered to established design principles and contributed to a cohesive visual language. This systematic approach not only facilitated consistency across all touchpoints but also laid the foundation for scalability, enabling the design system to evolve and expand over time.
Handing over to developers
By working closely with developers, we established clear guidelines and documentation that streamlined the implementation process, fostering collaboration and alignment between design and development teams. The result is a robust and harmonious atomic design system that empowers teams to create cohesive, user-centric experiences while promoting efficiency and agility in product development.
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Empowering
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Funbo is spread across 50 acres of lush forests and sparkling lakefront. Our state-of-the-art facilities include:
Sports fields and courts
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