Improving Loyalty Management System
A mobile fuel payment module designed as part of a modular loyalty platform, enabling end users to pay for fuel directly from the app and access additional services offered by fuel providers. The solution was designed to integrate seamlessly with existing loyalty program features while remaining flexible enough to support different business requirements.
Problem
As one of the UX/UI designers on the project, I was responsible for conducting user research with active system users, benchmarking competitive solutions, designing and iterating on user interfaces, and refining concepts in close collaboration with analysts and developers. I also prepared interactive prototypes and presented solutions to potential users and sales consultants to gather early feedback.
My role and responsibilities
As one of the UX/UI designers on the project, I was responsible for conducting user research with active system users, benchmarking competitive solutions, designing and iterating on user interfaces, and refining concepts in close collaboration with analysts and developers. I also prepared interactive prototypes and presented solutions to potential users and sales consultants to gather early feedback.
Process
The work started with a detailed review of analysis and business documentation prepared by the analyst team. This provided a clear understanding of existing system capabilities and constraints. In parallel, meetings with current users were conducted to identify pain points, workflows, and areas that required simplification.
Based on gathered insights, competitive benchmarking was performed to understand how similar problems were addressed in other tools. Initial design concepts were then created and reviewed collaboratively with analysts and developers. Through multiple iterations, the designs were refined to balance flexibility with usability.
Once the concepts reached a stable state, interactive prototypes were prepared and presented to potential users and sales consultants. Their feedback helped identify remaining usability issues and improve clarity. After final alignment with the Product Owner and analysts, the designs were handed over to the development team.
Solution
To simplify the process of defining promotions, a new module was introduced that allows users to visually build formulas using predefined templates. Each template is tailored to a specific promotion type, helping users start with a clear structure while still allowing customisation to meet individual business needs.
In addition to the rule builder, the main dashboard was redesigned to improve readability and navigation. A clearer layout, stronger visual hierarchy, and better organisation of key elements made it easier for users to understand system status and manage promotions efficiently. The updated interface reduced cognitive load and shortened the time needed to complete recurring tasks.
Outcome
Feedback from internal users confirmed that the new module significantly simplified the process of defining promotions. Users were able to create and modify marketing rules faster and with fewer errors. The redesigned dashboard improved overall readability and navigation, making daily work with the system more efficient and predictable.
Lessons learned and challenges
One of the main challenges was designing a solution that remained flexible enough for advanced use cases while still being accessible to less experienced users. Achieving this balance required multiple iterations and continuous validation with stakeholders.
Redesigning the dashboard reinforced the importance of user feedback in shaping information hierarchy and layout decisions. Small structural improvements had a noticeable impact on usability and task completion time.
