Case Study 3
Mobile Coupon & Rewards Platform
OVERVIEW
PROJECT
Designing a Gamified Redemption Experience for Engagement and Retention
ROLE
Product Designer: Mobile-first interaction design, engagement mechanics, conversion optimization
TEAM
Product stakeholders, frontend & Backend developers, Mall marketing representatives, Retail merchant stakeholders
GOAL
The goal was to design a seamless mobile coupon platform that connects mall retailers and shoppers, enabling merchants to manage promotions while allowing consumers to easily discover and redeem offers. The platform also aimed to drive repeat engagement through simple, intuitive gamification features within a mobile-first experience.
OUTCOME
The final product streamlined coupon distribution and reduced friction in the redemption process, improving clarity for both merchants and consumers. The project was delivered on time and within budget, aligning business objectives with a cohesive and user-centered mobile experience.
THE PROBLEM
Design Challenge
Designing for both merchant and consumer journeys
Clarifying reward logic and redemption rules
Avoiding friction in time-sensitive retail environments
Balancing engagement mechanics with usability
Delivering the project within agreed timeline and budget
The system needed to feel simple to users while supporting business requirements behind the scenes.
DESIGN APPROACH
1 Dual-Sided User Research & Flow Mapping
I participated in idea brainstorming and conducted user research to understand both merchant and shopper behaviors.
From this, I mapped separate but interconnected user flows:
1. Merchant flow: create, manage, and monitor coupons
2. Consumer flow: discover, redeem, and track rewards
This ensured business logic and user experience remained aligned.
2 Rapid UX & Visual Prototyping
Due to the project’s fast timeline, I applied a rapid design approach, translating user flows directly into visual mockups and interactive prototypes.
This allowed stakeholders to quickly evaluate the product concept and provide feedback on both functionality and interface design.
The design focused on minimizing friction during redemption while clearly communicating coupon conditions and status indicators.
3 Project Management & Cross-Functional Coordination
Beyond design execution, I managed the project timeline and delivery process.
This included:
1. Coordinating closely with developers to align on feasibility and implementation details
2. Monitoring scope to maintain quality within budget
3. Providing weekly project updates to key stakeholders
Balancing product design with delivery management required constant prioritization and communication across teams.
SOLUTION
User Flow
Delivered a complete dual-sided coupon ecosystem that supported both consumers and merchants within the mall environment.
This included:
End-to-end user flow design for both shopper and seller journeys
Streamlined coupon redemption experience
Full App UI/UX design for consumers
Structured CMS UI/UX design for merchants to manage campaigns and offers
The system ensured that promotional logic, redemption mechanics, and backend management tools worked cohesively within a mobile-first framework.
Visual System & Accessibility Decisions
Design System & Visual Consistency
In addition to UX architecture, I led the visual direction of the product to establish a consistent and recognizable brand presence.
The visual system was designed to balance vibrancy and clarity, ensuring strong brand identity while maintaining usability and accessibility across screens.
Logo design for the coupon platform
Color palette and style selection aligned with retail energy and clarity
Custom coupon visual design to improve recognition and usability
Consistent UI component styling across app and CMS interfaces
Result & Reflection
Impact
The platform streamlined coupon management for merchants and reduced friction in the consumer redemption journey. By aligning user flows, visual clarity, and CMS tools, the product supported smoother campaign execution and stronger in-mall engagement.
What I learned
This project strengthened my ability to design for dual user groups while balancing business goals, technical feasibility, and usability. It also deepened my understanding of end-to-end product ownership, from UX strategy to delivery and stakeholder coordination.
