Before you start
Due to a Non-Disclosure Agreement, I am unable to share specific details or visual assets from this project. However, I can provide a high-level overview of my process and the challenges I addressed during the project.
Project summary
Designing a Loyalty Management Software to help businesses build, manage, and optimise loyalty programs by leveraging zero- and first-party data for personalised promotions and incorporating gamification elements to boost engagement.
Problem
The system was complex and required specific expertise, making it difficult for new users to set up and manage promotions efficiently.
My role
As a UX/UI designer, I was responsible for:
- User research through meetings with system users
- Benchmarking competitive solutions
- Creating & refining designs based on analyst & developer feedback
- Prototyping & gathering feedback from users & sales consultants
Process
- Reviewed business analysis & documentation
- Conducted user interviews to identify pain points
- Benchmarked competitors and developed initial designs
- Iteratively refined designs with analysts & developers
- Developed prototypes & gathered feedback before finalising designs
- Handed over final designs to the development team
Solution
- Introduced a visual formula builder module for customisable promotions
- Redesigned the dashboard for better readability & user experience
- Improved navigation & visual hierarchy to make task completion faster
Outcome
- Simplified promotion management through an intuitive formula builder
- Enhanced usability & navigation with a clearer, more user-friendly dashboard
- Positive feedback from users, development, and QA teams
Lessons and challenges
- Balancing advanced functionality with ease of use for non-technical users
- Iterative refinement was essential to achieving an intuitive design
- User feedback played a key role in dashboard improvements
General
Loyalty Management Software is a platform designed to help businesses build, run, and manage loyalty programs. It enables the collection and utilisation of zero- and first-party data from various sales and marketing channels to create personalised promotions and offers that resonate with customers. The software also incorporates gamification elements to enhance customer engagement and provides tools to reward clients through monetary, experiential, and emotional incentives.
Problem
A Loyalty Management System is an advanced and complex software solution that requires specific knowledge and skills to effectively achieve its intended goals. It also takes a lot of time, especially for new users, to set up everything correctly.
Role & responsibilities
As one of the UX/UI designers on this project, I was responsible for conducting user research through meetings with system users to identify their needs and pain points, benchmarking competitive solutions, creating initial designs, and refining them based on feedback from analysts and developers. Additionally, I developed prototypes and presented them to potential users and sales consultants for feedback
Process
The first step was to review the analysis and business documentation prepared by the analysts, which served as the foundation for further work. We also conducted meetings with current system users to understand their behaviors, needs, and challenges while using the system.
Next, we benchmarked competitive solutions and created initial designs based on the gathered insights. These designs were then analyzed collaboratively with analysts and developers. Through an iterative process, we discussed potential solutions and refined the designs until all major issues were addressed.
Once the necessary adjustments were made, we developed a prototype and presented it to potential users and our team of sales consultants. Their feedback helped us refine the project further. After final consultations with the Product Owner and analysts, the finished designs were handed over to the development team for implementation.
Solution
Our main solution for streamlining the process of defining different types of promotions was to introduce a module that allows users to visually build formulas based on predefined templates, each dedicated to a specific promotion type. Additionally, the module offers customisation options to accommodate individual user needs.
We also redesigned the entire dashboard to enhance readability and improve the overall user experience. The updated interface provides a clearer layout, making it easier for users to navigate and manage promotions efficiently. Improved visual hierarchy and better organization of key elements ensure that important information is more accessible, reducing the time needed to complete tasks.
Outcome
Based on feedback from internal users, the introduction of the new module has significantly simplified the process of defining promotions, allowing users to create and customise formulas more efficiently. Additionally, the redesigned dashboard has improved readability and navigation, making it easier for users to manage promotions and complete tasks more quickly.
Lessons & challenges
One of the main challenges was designing a flexible yet intuitive module that allows users to create and customise promotion formulas without requiring technical expertise. Ensuring a balance between advanced functionality and ease of use required multiple iterations and close collaboration with stakeholders.
Additionally, redesigning the dashboard to improve readability and navigation highlighted the importance of user feedback in refining the interface.
Thanks for reading!
If you have any questions about this or any other project, feel free to contact me.