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MIND_. BODY_. SPIRIT_. DESIGN

_{N A M A S T E}
I am, Pranav Menon Narayanan _aka Nav,
Designer and Empath. Welcome to my site.

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UX _(x) NAV

Employing collaboration, creativity and human-centered design, I strive towards finding the nexus between business goals, human needs and scalable solutions. End to end, I tap into my curiosity to uncover valuable insights in order to create empathetic designs and experiences.

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TOOL KIT

These are the preferred tools that I've been working with to streamline my creative process. I'm always open to learning new methodologies, approaches and strategies to hone my craft.

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PEACE DAY

Below is an look through developed brand and visual assets for the project.

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Digiwaxx Media

• Spinworld Blog
• DJ Record Pool UX/UI

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Digiwaxx Event Production
_{Case Study Coming Soon}

Digiwaxx
Record Pool

The Product

DIGIWAXX is a music marketing agency and most known for its web-based software... a record pool for DJs and Record Labels. For over 20 years they have been dedicated to giving DJ’s high-fidelity music, whilst providing artists and labels notable metrics into how DJ's are engaging with their releases.Providing substantial impact for both DJ's and Artists alike, Digiwaxx was not lacking in it's user-base with an active 60,000 users (DJ's), which is roughly 3% of the DJ market, and another 10,000 active client-users (Artists + Record Labels).However...

_{(Researching)}The Problem

After an important site migration and ensuing analysis, usability studies and customer satisfaction surveys with our user-base, we came across a key finding which was: our attrition rate was at 33%!While we did have an active user-base of approx. 60,000 users, we were aware that close to 30,000 users were now inactive due to:Login and authentication issues after site migration,An entirely new user flow leading to abandonment during the verify account flow,And the dreaded extensive survey feature mandatory for users to complete in order to download music for free.To corroborate this finding: many users stated that Digiwaxx was no longer their preferred record pool to retrieve the latest music releases simply because our UI was "outdated".

*UX friction existed with the **product *and the process!

The Solution

If we could iterate through user pain points found and ultimately facilitate DJ's end to end UX in a faster timespan (a.k.a FREE MUSIC), we believed that we would be able to lower the user attrition rate significantly.

Team Members

CEO
Corey LlewellynProduct & UX
Pranav Narayanan
Benji BoutonProduct & Full Stack Developer
Asaad Riaz
Satya Kala
Srini Unam

Toolkit

My Role & Contribution

Using a user-centered design approach, as the Project Manager and one of two UX Designers, I led the Digiwaxx team through discovery and research studies, ideation process, design iterations and execution of the design with our development team.

Reimagining the User Flow

We reiterated the user flow to account for the two types of users - DJ's and Artists.

Wireframes & Prototypes

Using the feedback from DJ's, we decided to address the primary issue — streamlining usability of the website to make downloading music faster while maintaining an aesthetically pleasing user interface.We quickly iterated from sketch wireframes into low fidelity/high fidelity prototypes.

Beta Launch:
Collecting User Feedback

In order to gain feedback on this new iteration, we delivered the hi-fi prototypes for validation by the development team based in India. This process took close to 6 months of back and forth as there were many bugs and latency issues that needed to be resolved before we could launch a beta version of the new site.Once developed, we conducted a soft launch with a select pool of beta-users (existing Digiwaxx DJ Users) and conducted moderated usability studies in order to gauge their reception to the newly designed and developed web product.

Finding #1Many users would speed through answering the questionnaire, without providing depth or valuable insights into their opinion, in order to simply get the free download.

Finding #2Users liked the new interface but claimed it was "a bit too busy".

Finding #3Users found it frustrating they could not access the search function, although it was displayed as a small magnifying-glass icon at the top of the page.

Finding #4An overwhelming amount of users found that the sorting categories "label", "artist", etc were confusing and unnecessary.

Time to Iterate

Having a foundation of user feedback through usability studies our goal was to now make the site even more user-friendly and enjoyable.The more time we took to empathize with users and recognize our biases towards designing a music product in such a competitive environment, both micro and macro, we were able to deliver a product that served user needs while introducing a newly manifested aesthetic integrity.

• Digiwaxx.com

Key Takeaways

Thanks, in part, to the new design and after launching the newest iteration of the site, Digiwaxx was able to lower its attrition rate from 33% down to 5% in 9 months time.The business development and customer-relations teams were now equipped to go win back lifelong users, who jumped ship to "better, hip record-pools" by displaying a new and improved user-interface that DJ's could easily use to get free music.

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• Digiwaxx Case Studies

Spinworld Blog

The Problem

There is no equitable ledger where music industry personnel, artists and fans can discover and learn about which DJ's and radio-segments are breaking artists, and their records, in real-time or week-to-week.

The Solution

Based on our industry experience, there is no well-organized news website/blog out there that highlights the DJ and Mixshow community in great detail. While mainstream audiences rely on websites like Billboard, Genius, Rolling Stone and the likes, industry personnel like DJ’s, Managers, Record Label Agents and Promoters have to scour the internet to find credible sources of information as it pertains to up and coming artists and releases, and who is championing it to notoriety.

....Enter Digiwaxx's Spinworld Blog...

Timeline

August 2021 to June 2022

My Role & Contribution

As the Project Manager and one of two UX Designers, I led the Digiwaxx team through discovery, empathy, ideation and design execution. Using those ideas, we narrowed down on the core features the blog must have.This helped me ensure we could construct an effective site flow catered towards our user-base, conduct a heuristic evaluation on the existing blog, produce low fidelity wireframes and high fidelity designs with a prototype for each.

Team Members

CEO
Corey LlewellynProject Manager
Pranav NarayananProduct & UX
Pranav Narayanan
Ranjith NairProduct & Full Stack Developer
Asaad RiazMarketing
Kawani Brown
Will Gordon
Earl Powell
Erica Harrison

Toolkit

Heuristic Evaluation

As with any product that has an existing iteration out there, one of the most important early steps is to conduct a heuristic evaluation.While the old blog was built off a basic blog theme it was still necessary to find out its shortcomings and list out recommendations to be able to create a better product. The evaluation was done on these aspects:

Visibility of System SketchMatch between system and real worldUser control and freedomConsistency and standardsError PreventionRecognition rather than recallFlexibility and efficiency of useAesthetic and minimalist designRecognize and recover from errorsHelp and Documentation

Creating the User Flow

Using everything that I had from the brainstorming sessions we were able to narrow down on the immediate Information Architecture required for the blog.This helped in creating the site-flow of the blog as data for it has been organized and structured accordingly.Doing this helps users find their way around the site with ease and is a very crucial step of the design process.

Low Fidelity Wireframes

Now that I had everything in place and understood how the flow of the blog was going to be, I was able to progress into developing low fidelity wireframes for the blog. Now our team could get a quick feel of how the product flows.It was met with overall approval from stakeholders.

• View Prototype

High Fidelity Designs

From LoFi to HiFi, my main goal was to keep the blog's UI simple and aesthetically pleasing, utilizing white space to promote readability and the appropriate typefont.

• View Prototype

Key Takeaways

Due to lack of financial resources, development for the blog has been postponed. Hopefully the design stage will progress even further upon resumption. Next steps would be collecting user feedback and deciding the right path to take with the iterations.Working on this project has been extremely insightful as it is a solution that is novel to the industry.

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Urban Rootz Media
_{Case Studies Coming Soon}

• Visit Urban Rootz Media Site

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10.COUNTS

Below is an overview of the project.

10.Counts is a premium athleisure-wear brand dedicated to crafting the ideal balance between apparel excellence and every-day use.

Problem: Within the regional and local Indian market, there exists a lack of active and athleisure wear.

Solution: I developed a suite, consisting of strategy, logo, brand identity design, packaging, messaging, and marketing materials, which now enables 10.Counts to be seen as an avant-garde and innovative athleisure-wear brand, catering to the ambitious humans that seek to redefine their roots.

• 10Counts.co

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Wve Media

Below is an overview of the project.

Wve Media is a modern and innovative, music-marketing agency.
The agency offers a wide variety of services across all platforms of social media & distribution platforms. Their aim is to provide an innovative and affordable way to help your product or brand get maximum exposure.

**Problem: ** Wve Media was in need of an expert to lead them in re-branding their digital presence. This involved a redesign of their logo, color palette, typography and website redesign.

Solution Utilizing a user-centered design approach coupled with canvasing competitor presence, I was able to establish a new direction for the brand that resonated with stakeholders' vision.

Timeline: September to November 2022.

Color Ways

Incorporating specific colors that stakeholders desired (e.g, "twitter blue"), I drew additional inspiration from an NYC summer sunset, one evening, while on my rooftop. From there, the Wve Media color palette was born.

Logo Design

After iterating through 4 different logo mockups, stakeholders were happy with the 3-tilted-bars logo. To them, this is logo would emulate their north-star - a marketing company servicing music and tech.

Typography

Having settled on the color palette and logo, we moved onto the determining the right typeface that would reflecting the vision of "modern and innovative". We settled on VISBY CF a geometric sans-serif typeface designed by Connary Fagen.

Low-Fidelity Wireframes

High-Fidelity Wireframes

• WveMedia.com

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TOM JOYNER'S RIVALS!

Below is an overview of the project.

Tom Joyner’s Rivals! a product of the Tom Joyner Foundation and in partnership with BETMGM, TJ Rivals! is a website dedicated to showcasing the head-to-head matchups of Historically Black Colleges and Universities as it pertains to sports, marching bands, social organizations, choirs, step shows.

**Problem: ** With a brilliant idea for the HBCU community devised, The Tom Joyner Foundation was now in need of their vision to become a reality, online. More specifically they required the following deliverables: logo and website.

Solution: Utilizing a user-centered design approach coupled with canvasing competitor presence, I was able to establish a direction for TJ Rivals!

Timeline: February to December 2022.

Logo Design

Moodboarding /
Competitive Audit

Creation of the Rivals! website was intended to serve as the main source of company information and practices, general awareness material, and community building and engagement.With this in mind, I created a brief mood board of existing company sites that emulated similar objectives while also finding ideal features and aesthetics that could be taken into the development of the TJ Rivals! site.

Wireframing + Prototyping

• Visit TJ Rivals! Site

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Ferry

• Loyalty Rewards
• Dashboard

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Ferry Loyalty Points

The Problem

Customers who often visit restaurants, salons, and other services do not feel validated or rewarded for their frequent appearances, either consciously or subconsciously. This causes them to become lethargic about their visiting experience and resort to quicker solutions such as ordering food, finding a nearby place to eat, etc.As a result, it leads to opinions like…“I don’t feel like going back there again…”“I can just order online and get what I want from there instead...”“Dining at a restaurant is over-rated...”“I don’t mind paying for delivery if I get what I want...”So we had to ask the question — How can we break this emerging barrier towards visiting a business?

The Solution

We designed Ferry, a mobile app that encourages our users by enabling them to earn rewards based on their quantity of visits, the amount they have spent using loyalty cards, and even reward them for their first-ever visit to a new business.It also helps them track what offers or promotions are listed by proximal businesses, facilitate the ability to call and engage with the business directly, and even chart a GPS route to their store.

Our Approach

Timeline

August 2016 to January 2020

Team Members

CEO
Andrew LopezProduct & UX
Pranav Narayanan
Ranjith Nair
Bharath TejsinghaniProduct & Android Developer
Nikhil PanjuProduct & iOS Developer
Vasanth Gigi

Toolkit

My Role & Contribution

As a **UX Designer ** I worked very closely with the engineers regarding the design and our efforts were tandem. I was responsible for helping brainstorm ideas, research, creating wireframes, high-fidelity designs and prototypes.Working closely with the development & product we aimed to constantly refine and find solutions for our designs. We always asked ourselves “why?”, and allowed anything and everything to be questioned along the way.Iterating our designs based on user feedback was our north star.

Research

Competitive Analysis

First, we canvased the current market to examine our immediate competition and how our product could help users in finding their way back into businesses.Our findings included:~- No rewarding system existed amongst these competitors.~~- Apps like Groupon and Nearbuy encouraged "deal hunters" who would visit the store for a deal and never return.~~- Very few apps shined attention towards other industries like salons, futsal arenas, etc (these are places that always saw more returning customers than others) ~Interviews~- We interviewed close friends who had a knack for visiting new and familiar places. Some of them relatively new to the city, some of them here for a decade or more.~Our findings showed:~- They love to go out and try new things but at the same time, they are more likely to go back to a place they can really resonate with as they enjoy the vibe of that outlet.~_{** - Most of our interviewees visited the same salon they have been going to respectively and see no reason to change.}**~- Most of them are familiar with the existing staff and manager and are very rarely rewarded for their loyalty.~_{** - While they do use ordering apps for food, there was no platform curating salon and entertainment experiences.}**_{** - They agreed they are more likely to visit a business they frequent much more if they were rewarded for it.}**_{** - There was clearly a gap to be addressed. These individuals enjoyed visiting places but found themselves always wanting a little more for the loyalty they showed to a business.}**

Design

Ideation

Now that we had an understanding of what our users would be like, the CEO, Engineers, and Designers worked together to brainstorm a few solutions.We went through the ideas and then began to discuss the feasibility of implementing them.For instance, we wanted to implement NFC/Ultrasound to automatically relay that a customer has been at the outlet and the app would automatically validate them.While this seemed awesome at the start, the funds required to set this up at every business outlet we partnered with seemed high, and developing it would be complex given our team size.We had to compromise and use a unique 4 digit alphanumerical value for each user to validate their loyalty cards, which was a much simpler and more feasible solution for everyone involved.Our team settled on the following core functionalities:Showcase loyalty cards, offer promotions, posts, products, etc based on their current location.Use a simple 4 digit alphanumeric to validate transactions between customer and merchant.Organized search results to allow the user to find what they are looking for.Allow users to subscribe to their favorite outlets and be able to see their latest updates in a personalized section called ‘For You’

Wireframing

A quick sketch of all of these core functionalities with the team helped ensure we’re all together on the same page as we moved forward.

Feedback and Design Goals

While we worked on all of this, we were also building the business dashboard for merchants to validate their customers.The organization of content was well received by the people we showcased our prototype too.They enjoyed this new take on the concept of loyalty cards and how they could keep track of their visits and also be aware of when they are due for a reward.This was very reassuring for us as it gave us the necessary confidence to approach businesses and partner up with them for our soft launch.

... At this point, this is how Ferry was shaping out...

The 3 core pages of Ferry
_{Discover, Subscription, Profile}

Loyalty Cards

Offers

Left to Right:
_{Collections’ thumbnail, Outlet Listing, Outlet Info Page}

The Soft-Launch...
Collecting User Feedback

Ferry had a soft/beta launch at the Slate Hotels, which had two outlets catering to food and beverages: — Studio and AYR. The team in India were at the outlet to assist the staff with any questions or hiccups in the process of validating a customer. We also used this opportunity to collect more user feedback to assist in our upcoming iteration process.Some customers suggested having a price range field, so they’d know how much they would have to spend at a particular outlet.Customers wanted the search to be more in focus as they found themselves reaching for the icon on the top right of the screen.Customers also wanted to know about their progress on certain loyalty cards from the get-go, rather than manually selecting and opening each loyalty card to know their progress.Users mentioned they would like the validation information higher up the expanded view screen, rather than at the bottom.Users also said that having the “call”, “map”, “help” features from the hub would be ideal in the expanded view screen.We noticed certain users unsure that they could carry over this loyalty card over another day and they weren’t required to finish it during one visit.We also noticed that downloading an app to just punch/stamp a loyalty card once could be a hassle and would lead to an uninstall if they weren’t going to visit again very soon.Users who downloaded the app found the existing onboarding process very cumbersome and time-consuming.Almost every customer said they enjoyed the look and feel of the app. They found the browsing experience on the app extremely simple and easy to use. This encouraged us that we were on the right track.

High Fidelity Design

Our primary goal was to ensure necessary information was conveyed in a simple and easy-to- digest manner. We also wanted to refurbish the user experience by removing and redesigning certain sections. We decided to revamp the primary sections of the app, (Reward, Discover, Profile) and add more attractive visuals to our content.

Old onboarding flow with cumbersome steps
(OTP required manual input)

The new and simpler onboarding flow

Our redesigned home screen (the rewards section)

From Left to Right:
Instant Rewards, Loyalty Cards and Spend Meters

Users could now browse using collections curated by us at Ferry. We had collections in both rewards & discover sections.

Evaluation & Iteration

01) Loyalty Cards — Zero to Hero

One of the earliest iterations we had made with the Ferry app was to bring the attention towards Loyalty Cards. We showcased wireframes and a rough prototype of our app to users and a lot of them seemed to show interest in the loyalty cards.At this point, loyalty cards were on a similar level of importance as offers, posts, and products.This piece of feedback was very crucial and one of the most major and decisive moments in shaping Ferry as a reward-based platform. We decided to take this opinion and redesign our app layouts to focus more on loyalty cards.After our soft launch, we decided to delve in to improve the rewarding experience.

Iteration process of the Loyalty Card over the years. Thanks to this we were able to create other reward programs such as Instant Rewards and Spend Meters.

We brought in Instant Rewards and Spend Meters as additional reward programs for users to use. We went further and gamified the experience by adding multiple levels (up to 5) for users to climb towards and claim the biggest rewards in certain programs.

02) Posts & Products, Be Gone!

Along with Loyalty Cards and Spend Meters, we had posts & products. These pieces of content served as information for our users to find out the latest updates and products/services posted by a business. As explained in the Business Dashboard Case study, business owners rarely used this feature, so while we checked with business owners and collected their feedback on these features, we also surveyed our users to collect their feedback.Both groups shared common ground with their opinion — they seldom used these features and found minimal value in them as they are accustomed to the posting culture of Instagram and Facebook.We decided to remove this feature and it proved to be the right decision. There was less clutter on the app and shaped the app platform to become more focused towards rewards, thereby shaping it as a more effective retention tool for business owners.

03) Changing the core pages of the app

Our current iteration consisted of three sections:Discover: Enablement to discover all kinds of content from outlets closest to you. (Loyalty Cards, Posts, Products, Offers)Subscriptions: A personalized space for each user to monitor the latest content from outlets they subscribed to.Profile: Standard Profile pageThis iteration revolved around the expectation that users would subscribe to their favorite outlets to receive updates from them.We got users to share their opinion on this and they all seemed to share the same opinion — that they preferred just the rewards on Ferry. They also didn’t mind seeing the offers posted by outlets. We decided to work on this common feedback from the users and we restructured the home page to:Rewards: showcase all loyalty cards, instant rewards, spend meters in the form of collectionsDiscovery: combined outlet listings and offers that users could browse and discover)Profile: Revamped to show useful content like active rewards, recents, etc.This proved to be a very effective solution — we saw more activity on the app, more reward programs being redeemed, and a rise in downloads.

Before — The old 3 tab layout vs The New 3 tab layout

Before: Subscriptions section | After: Discover section

Future Steps

Push notifications to remind users they have a reward pending or are very close to getting one because of their progress in a loyalty card.A more refined rating system based on the customer’s experience at an outlet and using a loyalty card and offer.Enable in-app payments to facilitate easier transactions between merchants and users.

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• Ferry Case Studies

Ferry's Business Dashboard

The Problem

Businesses had no real solution to keep track of the customers who walk in and out of their business. Their regulars were rarely spotted or validated by the manager or staff member at the outlet.This caused the customer to become lethargic about their visiting experience and thereby affected the business’ overall customer retention rate.

The Solution

Ferry Dashboard helped businesses facilitate interactions with customers by encouraging loyalty, monitor customer-spending by entering the amount spent and the ability to view data and analytics seamlessly for owners to see how their outlet and staff are performing.

Team Members

CEO
Andrew LopezProduct & UX
Pranav Narayanan
Ranjith Nair
Bharath TejsinghaniProduct & Android Developer
Nikhil PanjuProduct & iOS Developer
Vasanth Gigi

Toolkit

Our Approach

My Role & Contribution

As a UI/UX designer behind this project, I was involved with the research, creating wireframes, produce high fidelity designs and prototypes. I led brainstorming sessions with our small team to get the right solutions for a business owner’s problems.Working closely with the engineers was integral to reach the goal in terms of design standards and usability of the Ferry Dashboard.As a team, we focused on constantly refining the experience for a business and always finding solutions to any problems they may have faced.

Research

Our idea to create an analytical tool for a business approached reality whilst building reward programs for our user base. An amalgamation with our thought process; businesses must be able to validate their customers, track the number of visits and the amount spent on each visit. This ensures proper effort in allowing them to retain their customers better by rewarding them for their loyalty.

Domain Research & Interviews

To better understand our approach and actions, we decided to review certain platforms to understand how certain forms were built, how a business owner would input their outlet information and create a program to enable retention.

We also used our sales force to interview business owners and the problems they faced using these services.

Our Primary Findings Were:

A lot of content regarding deals/offers and promotions by business owners is lost in a user’s social media feed as posts by family, friends and celebrities are prioritized over businesses pedaling promotions. This showed there was a struggle in sharing their message effectively.Nearbuy & Groupon had killer deals but did not facilitate customer retention for business owners. Business owners would also talk about how certain “deal-hunter” users would simply visit and claim the "killer-deal" only to never be seen ever again.Business owners were, theoretically, eager to execute loyalty programs but, realistically, reluctant to do so as there were numerous pain points surrounding use of physical cards - issues such as loss of card, different individuals using the same card.Hashtag Loyalty was a loyalty program platform adding only limited value to the customer by having loyalty programs for specific outlets. They were limited to just one type of loyalty program across all outlets.

Design

Ideation

Based on the evidence we collected during our research stage, we conducted a brainstorming session.We segmented our ideas to specific key features we believed were imperative to shape the foundations of the Ferry Dashboard:

Wireframes

We worked on the following wireframes to get some feedback from a few business owners we had been in touch with.

Collecting Feedback
& Revising Design Goals

Our sales personnel showcased the flow of the dashboard to a few business owners and it was generally well-received by them. They found it highly useful from a business perspective and perceived certain features to be quite helpful in planning their promotions moving forward. They also suggested a few minor alterations.Only a handful of business owners agreed to try out the product which accepted with gratitude as this would help us in our iteration process.At this point, we decided to start developing our dashboard and make it functional.

The Soft Launch - Collecting Feedback from the Business

Ferry had a soft/beta launch at the Slate Hotels, which had two outlets catering to food and beverages: — Studio and AYR. The team and I were at the outlet to assist the staff with any questions or hiccups they might have. We also used this opportunity to collect more user feedback from staff members to help in our upcoming iteration process.Staff Members found the current version of the mobile app lightly challenging in their first attempt. They also found the dashboard to be visually overwhelming.We assisted Staff Members in pitching Ferry to customers. Speaking to the staff afterwards, we gleaned that it is imperative, towards their understanding of the product, to have a guidebook, manual or FAQ.Our first version of the Ferry Dashboard on mobile devices showcased analytics and the ability to create content from the home page, this seemed to overwhelm the staff-user.Customers complained, they didn’t have space on their phone for “another app”, to staff members but were very keen on getting rewards for their purchases and visits.

High Fidelity Designs

Using the feedback from the staff members, who used the mobile application for redeeming a customer more than a business owner, we decided to address the primary issue — granting too much information on the mobile application.We decided to refurbish the layout of the application by changing the home screen to black for sublimity therefore key elements would be conspicuous for staff members.

Evaluations & Iterations

Testing Across Verticals

With these changes now live, we allowed the dashboard to be used by existing businesses while onboarding new businesses in various different verticals. We onboarded a few salons and a few entertainment venues. We even partnered with kiosk/over-the-counter restaurants.We aspired to learn how different verticals would respond to the product and measure different levels of familiarity amongst their staff members.

Feedback & Design Iterations

01) Eliminating clutter — by removing products & posts

In the beginning few business owners saw value in the “creating posts & products” feature, and regressively, many newly onboarded business owners barely interacted with these features. Some would even say their days are extremely occupied and would email our team details of reward programs they wanted on the app.They primarily focused on the analytics to see the validity of the product and if retention was happening. Since this behavior was starting to showcase in the majority of business owners, we decided to remove the posts & products feature on the Ferry platform (business and customer app).This eliminated a level of responsibility in updating these content pieces when it was evident there was not much interest on both sides -users didn’t seem to notice it or complain about it being taken down. This was a positive sign for us as this further proved that we made the right move in removing something unnecessary.Users only focused on offers and rewards they could get using the programs available. Navigation around the app became much easier. Ferry evolved more into a rewards-based platform due to this iteration.

02) Using mobile numbers to validate a reward program

The earlier version required customers to download the Ferry app to redeem any sort of reward program.Over time we began noticing that not all customers were keen to download an app they hadn’t heard of. Despite being keen on rewards, they always had a reason not to download the app at that moment (lack of storage space, “download the next time they visit”, etc.)We figured the best way to approach this would be to input a customer’s mobile number to validate the redeem flow on the Ferry dashboard. This would allow the process to be more effective and efficient and the customer was only encouraged to download the app when they were due for a reward. If they were due for a reward, customers were prompted both by staff and an SMS from our end.This proved successful and we were able to onboard a lot of users using their mobile number.

03) Altering the redeem flow for efficiency

As mentioned earlier, we focused on changing the redeem flow to be more accommodative of mobile numbers being inputted.Normally, when a merchant inputs a 4 digit alphanumerical code in the input dialog, he/she would have to select the reward program the customer is claiming for and then input certain fields (number of stamps or bill amount) to proceed.

With the introduction of the phone number we allowed it to be entered through the same dialog box, and only if mobile numbers were entered would a merchant need to select a reward program. If the alphanumerical code was used, they would now be redirected to the actual program the customer is claiming.Feel free to demo the flow using the interactive prototype below:

• View Prototype

This took responsibility away from the customer and the staff and helped make the process more efficient.Only relevant reward programs were shown, no locked cards or expired validity cards would be shown. It also decreased confusion while using the dashboard for redeeming.

Future Steps

Dashboard Lite Version

One of our next steps would have been to create a Lite version of the dashboard that accommodated the redeem flow only and this would make the process effortless for the merchant using the Dashboard.The merchant redeeming customers didn’t require features like editing outlet information, analytics & creating a reward program so we decided it would be best to showcase a dashboard that seemed much simpler and easier to use than the current one.Simply put, we wanted to build a feature that would enable businesses to create special and unique programs for their favorite customers. This is something that a lot of business owners expressed to us as they always had a few customers they wanted to keep hold of at all costs.

Creating custom notifications for each user

We wanted to give our business owners a better reach to their customers, both new and loyal. Using our extensive database of users, we were planning to create a feature for our clients to target certain demographics and send them custom push notifications. For instance, Users between the ages of 20–24 could get a special loyalty card exclusively.

Creating unique programs for particular users:

These could be unique Instant Rewards, Loyalty Cards, or Spend Meters specifically built for a customer of their choice. Overall a majority of businesses found the dashboard extremely useful especially in the case of promoting retention. 60% of businesses noted several return customers.

Ferry was forced to shut down due to the recent Covid-19 pandemic :(

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