DESIGNS
DESIGNS
PROJECT OVERVIEW
As the sole product designer on this project, I identified a clear opportunity to improve GPD’s loyalty rewards experience. While the program was often mentioned in customer interviews and surveys, it had seen little iteration since its initial launch. With limited qualitative and quantitative insights available, I initiated user research to better understand how customers were engaging with the program and where friction existed. Armed with these insights, I led the design direction to reimagine the experience—making it clearer, more motivating, and better aligned with long-term engagement goals.
PLATFORM
Web & Mobile App
TEAM
Head of Product, 1x Product Manager, Head of Engineering, 6x Software Engineers, Product Designer (me)
MY ROLE
Identified key user problems and aligned solutions with business objectives and constraints
Recruited participants and conducted customer interviews and usability testing
Reviewed user behaviour using Google Analytics, Mixpanel, and FullStory, including analysis of heatmaps, session recordings, and conversion funnels
Worked closely with the Head of Engineering and PM to assess technical feasibility and limitations
Prioritised features based on business impact and technical feasibility with the PM
Designed user flows, sitemaps, and information architecture updates for both the app and website
Designed sketches, wireframes, and prototypes across low to high fidelity
Conducted market research and visual exploration
Delivered high-fidelity designs for implementation
Led design handoff and design QA to ensure a smooth implementation
Provided creative direction for marketing photography and visual assets
Collaborated with the Head of Product to craft marketing copy, FAQs and update the company’s terms and conditions
Collected user feedback through surveys on both existing and newly released features, and tracked success metrics to measure impact
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