Under NDA
Under NDA
Under NDA
DUAL PURPOSE PLATFORM
Creating a Unified System with Streamlined Business Onboarding
Redesigning Business-Focused Rewards and Coupon Creation Experience
BUSINESS REWARDS REINVENTED
Lead Product designer
Lead Product designer
2 UX designers, 1 FE and 1 BE Engineer
2 UX designers, 1 FE and 1 BE Engineer
2025
Product designer
2 UX designers,
1 FE and 1 BE Engineer
2025
Overview
I redesigned the business-facing interface for rewards and coupon creation that allows businesses to incentivize customer purchases. I focused on creating a scalable and intuitive system, where by developing a unified design approach with reusable components, I reduced development complexity and improved user experience. This redesign streamlined reward creation and introduced coupon creation workflows, enabling businesses to more effectively create and manage customer incentives while minimizing technical overhead.
My Role
My primary contribution to this feature was creating a cohesive experience for business users who struggled with the previous rewards creation system. With the addition of coupon feature I had to take into consideration of how both rewards can be setup and how the coupons can be integrated into it without overwhelming the business and creating a technical overload.
I partnered closely with both leadership and development teams, I ensured these user-centered improvements aligned with business goals while remaining technically feasible, resulting in a system that balanced complexity with usability
Strategic Alignment
Collaborated closely with leadership to understand new business objectives including increased user engagement and retention goals
Evolved design system while redesigning
Established a cohesive visual language across the rewards experience, improving usability while adding new components to design system
Streamlined implementation
Simplifying the coupon creation flow, reducing development complexity and hand-off friction
Overview
I designed a dual-purpose platform architecture that provides a unified account system for all users while differentiating experiences based on user type. The system maintains a consistent entry point through a common sign-in process, but branches into tailored journeys—directing consumers to reward discovery while guiding business users through specialized onboarding and management tools. This approach streamlines our technical architecture while still acknowledging the distinct needs of each user group.
Overview
I designed a dual-purpose platform architecture that provides a unified account system for all users while differentiating experiences based on user type. The system maintains a consistent entry point through a common sign-in process, but branches into tailored journeys—directing consumers to reward discovery while guiding business users through specialized onboarding and management tools. This approach streamlines our technical architecture while still acknowledging the distinct needs of each user group.
Overview
I designed a dual-purpose platform architecture that provides a unified account system for all users while differentiating experiences based on user type. The system maintains a consistent entry point through a common sign-in process, but branches into tailored journeys—directing consumers to reward discovery while guiding business users through specialized onboarding and management tools. This approach streamlines our technical architecture while still acknowledging the distinct needs of each user group.
My Role
As the Lead Designer on this project, I directed two UX design interns while maintaining overall responsibility for the redesign strategy, execution, and alignment with business objectives. I collaborated with UX design interns, stakeholders, and developers to ensure the solution addressed both business needs and user pain points.
My Role
As the Lead Designer on this project, I directed two UX design interns while maintaining overall responsibility for the redesign strategy, execution, and alignment with business objectives. I collaborated with UX design interns, stakeholders, and developers to ensure the solution addressed both business needs and user pain points.
My Role
As the Lead Designer on this project, I directed two UX design interns while maintaining overall responsibility for the redesign strategy, execution, and alignment with business objectives. I collaborated with UX design interns, stakeholders, and developers to ensure the solution addressed both business needs and user pain points.
Redesigning Business-Focused Rewards and Coupon Creation Experience
BUSINESS REWARDS REINVENTED
Under NDA
Strategic Alignment
Collaborated closely with leadership to understand new business objectives including increased user engagement and retention goals
Streamlined implementation
Simplifying the coupon creation flow, reducing development complexity and hand-off friction
Evolved design system
Established a cohesive visual language across the rewards , improving usability while adding new components to design system while redesign.
My Role
As the Lead Designer on this project, I directed two UX design interns while maintaining overall responsibility for the redesign strategy, execution, and alignment with business objectives. I collaborated with UX design interns, stakeholders, and developers to ensure the solution addressed both business needs and user pain points.
Product designer
2 UX designers,
1 FE and 1 BE Engineer
2024
My Approach
I led a comprehensive redesign of the business profile creation experience by first taking a holistic view of the entire platform ecosystem. Rather than treating business onboarding as an isolated feature, I examined how businesses can interact with our platform at multiple levels—as service providers, community members, and potential customers themselves .
This approach revealed the need to fundamentally restructure our authentication framework to serve dual purposes:
Platform Community Integration
Design a progressive disclosure system that collected only essential information upfront while providing clear pathways for enhancing business profiles over time.
Unified Architecture
Enable users interested in creating business accounts to do so without creating separate logins, while maintaining clear boundaries between personal and professional platform activities.
Conversion Path Optimization
Designed clear entry points that guide interested users toward business account creation at relevant moments when they are in the social side of the application.
My Approach
My Approach
I led a comprehensive redesign of the business profile creation experience by first taking a holistic view of the entire platform ecosystem. Rather than treating business onboarding as an isolated feature, I examined how businesses can interact with our platform at multiple levels—as service providers, community members, and potential customers themselves .
This approach revealed the need to fundamentally restructure our authentication framework to serve dual purposes:
I led a comprehensive redesign of the business profile creation experience by first taking a holistic view of the entire platform ecosystem. Rather than treating business onboarding as an isolated feature, I examined how businesses can interact with our platform at multiple levels—as service providers, community members, and potential customers themselves .
This approach revealed the need to fundamentally restructure our authentication framework to serve dual purposes:
Platform Community Integration
Platform Community Integration
Platform Community Integration
Design a progressive disclosure system that collected only essential information upfront while providing clear pathways for enhancing business profiles over time.
Design a progressive disclosure system that collected only essential information upfront while providing clear pathways for enhancing business profiles over time.
Design a progressive disclosure system that collected only essential information upfront while providing clear pathways for enhancing business profiles over time.
Unified Architecture
Unified Architecture
Unified Architecture
Enable users interested in creating business accounts to do so without creating separate logins, while maintaining clear boundaries between personal and professional platform activities.
Enable users interested in creating business accounts to do so without creating separate logins, while maintaining clear boundaries between personal and professional platform activities.
Enable users interested in creating business accounts to do so without creating separate logins, while maintaining clear boundaries between personal and professional platform activities.
Conversion Path Optimization
Conversion Path Optimization
Conversion Path Optimization
Designed clear entry points that guide interested users toward business account creation at relevant moments when they are in the social side of the application.
Designed clear entry points that guide interested users toward business account creation at relevant moments when they are in the social side of the application.
Designed clear entry points that guide interested users toward business account creation at relevant moments when they are in the social side of the application
PROBLEM
Fragmented Onboarding Experience
The platform struggled with fundamental issues in the onboarding process,that affected both User experience and business outcomes.
Essential information for business profiles to enhance user reach were not being collected.
The visual design did not align to the brand and failed accessibility.
Disconnected business and personal user experiences requiring separate logins
Absence of verification protocols leading to duplicate or fraudulent accounts
Insufficient visual guidance during the setup process
Feed back messages to the user about the action were missing.
Lack of context about how information would be displayed to customers
These problems resulted in incomplete business profiles, frustrated users, limited discoverability, and a fragmented community experience.
PROBLEM
Fragmented Onboarding Experience
The platform struggled with fundamental issues in the onboarding process,that affected both User experience and business outcomes.
Essential information for business profiles to enhance user reach were not being collected.
The visual design did not align to the brand and failed accessibility.
Disconnected business and personal user experiences requiring separate logins
Absence of verification protocols leading to duplicate or fraudulent accounts
Insufficient visual guidance during the setup process
Feed back messages to the user about the action were missing.
Lack of context about how information would be displayed to customers
These problems resulted in incomplete business profiles, frustrated users, limited discoverability, and a fragmented community experience.
PROBLEM
Fragmented Onboarding Experience
The platform struggled with fundamental issues in the onboarding process,that affected both User experience and business outcomes.
Essential information for business profiles to enhance user reach were not being collected.
The visual design did not align to the brand and failed accessibility.
Disconnected business and personal user experiences requiring separate logins
Absence of verification protocols leading to duplicate or fraudulent accounts
Insufficient visual guidance during the setup process
Feed back messages to the user about the action were missing.
Lack of context about how information would be displayed to customers
These problems resulted in incomplete business profiles, frustrated users, limited discoverability, and a fragmented community experience.
PROBLEM
Fragmented Onboarding Experience
The platform struggled with fundamental issues in the onboarding process,that affected both User experience and business outcomes.
Essential information for business profiles to enhance user reach were not being collected.
The visual design did not align to the brand and failed accessibility.
Disconnected business and personal user experiences requiring separate logins
Absence of verification protocols leading to duplicate or fraudulent accounts
Insufficient visual guidance during the setup process
Feed back messages to the user about the action were missing.
Lack of context about how information would be displayed to customers
These problems resulted in incomplete business profiles, frustrated users, limited discoverability, and a fragmented community experience.
PROBLEM
Fragmented Onboarding Experience
The platform struggled with fundamental issues in the onboarding process,that affected both User experience and business outcomes.
Essential information for business profiles to enhance user reach were not being collected.
The visual design did not align to the brand and failed accessibility.
Disconnected business and personal user experiences requiring separate logins
Absence of verification protocols leading to duplicate or fraudulent accounts
Insufficient visual guidance during the setup process
Feed back messages to the user about the action were missing.
Lack of context about how information would be displayed to customers
These problems resulted in incomplete business profiles, frustrated users, limited discoverability, and a fragmented community experience.
SOLUTION
Holistic Redesign:
Reimagining the Business Experience
Taking a step back, I analyzed the end-to-end business journey and considered how onboarding connects to ongoing platform engagement. This high-level analysis revealed that improving onboarding required addressing how businesses interact with our platform throughout their lifecycle. With lots of discussions with the technical team, I developed a comprehensive solution framework addressing both immediate onboarding friction and long-term engagement
SOLUTION
Holistic Redesign:
Reimagining the Business Experience
Taking a step back, I analyzed the end-to-end business journey and considered how onboarding connects to ongoing platform engagement. This high-level analysis revealed that improving onboarding required addressing how businesses interact with our platform throughout their lifecycle.
With lots of discussions with the technical team, I developed a comprehensive solution framework addressing both immediate onboarding friction and long-term engagement
SOLUTION 1
Restructure Profile Creation
Our initial research revealed that critical information needed for optimal business discoverability and customer trust was not being collected in the profile creation process. We addressed this by dividing profile fields into necessary ones for immediate impact and optional ones that add depth without creating onboarding barriers.
03
Contextual Guidance with Inline Tooltips
I incorporated strategically placed tooltips and helper text that appear at the moment of need, providing immediate clarification without requiring users to leave the form while maintaining their focus on completing the onboarding process
SOLUTION 1
Restructure Profile Creation
Our initial research revealed that critical information needed for optimal business discoverability and customer trust was not being collected in the profile creation process. We addressed this by dividing profile fields into necessary ones for immediate impact and optional ones that add depth without creating onboarding barriers.
03
Contextual Guidance with Inline Tooltips
I incorporated strategically placed tooltips and helper text that appear at the moment of need, providing immediate clarification without requiring users to leave the form while maintaining their focus on completing the onboarding process
SOLUTION 2
Creating a Unified User Journey
Many business owners were already platform users, but had to maintain separate accounts for different purposes creating fragmented identity and reduced platform engagement. The foundation of our improved experience was addressing these fundamental disconnect between personal and business accounts.
SOLUTION 2
Creating a Unified User Journey
Many business owners were already platform users, but had to maintain separate accounts for different purposes creating fragmented identity and reduced platform engagement. The foundation of our improved experience was addressing these fundamental disconnect between personal and business accounts.
SOLUTION 3
Unified Account System
Building upon the unified user journey, I created a dual-perspective system that transformed how businesses interact with our platform day-to-day.
SOLUTION 3
Unified Account System
Building upon the unified user journey, I created a dual-perspective system that transformed how businesses interact with our platform day-to-day.
SOLUTION
SOLUTION
Holistic Redesign:
Reimagining the Business Experience
Taking a step back, I analyzed the end-to-end business journey and considered how onboarding connects to ongoing platform engagement. This high-level analysis revealed that improving onboarding required addressing how businesses interact with our platform throughout their lifecycle. With lots of discussions with the technical team, I developed a comprehensive solution framework addressing both immediate onboarding friction and long-term engagement
SOLUTION 2
SOLUTION 2
Creating a Unified User Journey
Many business owners were already platform users, but had to maintain separate accounts for different purposes creating fragmented identity and reduced platform engagement. The foundation of our improved experience was addressing these fundamental disconnect between personal and business accounts.
SOLUTION 1
SOLUTION 1
Restructure Profile Creation
Our initial research revealed that critical information needed for optimal business discoverability and customer trust was not being collected in the profile creation process. We addressed this by dividing profile fields into necessary ones for immediate impact and optional ones that add depth without creating onboarding barriers.
SOLUTION 3
SOLUTION 3
Unified Account System
Building upon the unified user journey, I created a dual-perspective system that transformed how businesses interact with our platform day-to-day.
Final Solution
The new experience delivers simplified onboarding for both customers and businesses, eliminating account duplication while maintaining a tone of trust with business partners. This change has received positive feedback from businesses and users alike, leading to increased engagement and reduced support inquiries during the registration process.
Restructure Profile Creation
SOLUTION 1
SOLUTION 1
Our initial research revealed that critical information needed for optimal business discoverability and customer trust was not being collected in the profile creation process. We addressed this by dividing profile fields into necessary ones for immediate impact and optional ones that add depth without creating onboarding barriers.
SOLUTION 3
SOLUTION 3
Unified Account System
Building upon the unified user journey, I created a dual-perspective system that transformed how businesses interact with our platform day-to-day.
Final Solution
The new experience delivers simplified onboarding for both customers and businesses, eliminating account duplication while maintaining a tone of trust with business partners. This change has received positive feedback from businesses and users alike, leading to increased engagement and reduced support inquiries during the registration process.
SOLUTION
SOLUTION
Holistic Redesign:
Reimagining the Business Experience
Taking a step back, I analyzed the end-to-end business journey and considered how onboarding connects to ongoing platform engagement. This high-level analysis revealed that improving onboarding required addressing how businesses interact with our platform throughout their lifecycle. With lots of discussions with the technical team, I developed a comprehensive solution framework addressing both immediate onboarding friction and long-term engagement
Creating a Unified User Journey
SOLUTION 2
SOLUTION 2
Many business owners were already platform users, but had to maintain separate accounts for different purposes creating fragmented identity and reduced platform engagement. The foundation of our improved experience was addressing these fundamental disconnect between personal and business accounts.
LEARNINGS & CHALLENGES
Creating an experience within technical constraints.
Taking a step back for a high-level overview of the problem revealed solutions to challenges we had been struggling with. We needed to ensure our unified account system maintained appropriate separation between business and personal activities, while keeping the visual language and experience cohesive when switching between business and social accounts. This meant designing for scalability as new profile features would inevitably be added over time, and creating a consistent visual language that worked seamlessly across both business and customer interfaces, while keeping the technical constraints and time into consideration.
Through this process, I discovered how subtle visual indicators could effectively guide users through complex processes without relying on explicit instructions, resulting in more intuitive user journeys and higher completion rates.
LEARNINGS & CHALLENGES
Creating an experience within technical constraints.
Taking a step back for a high-level overview of the problem revealed solutions to challenges we had been struggling with. We needed to ensure our unified account system maintained appropriate separation between business and personal activities, while keeping the visual language and experience cohesive when switching between business and social accounts. This meant designing for scalability as new profile features would inevitably be added over time, and creating a consistent visual language that worked seamlessly across both business and customer interfaces, while keeping the technical constraints and time into consideration.
Through this process, I discovered how subtle visual indicators could effectively guide users through complex processes without relying on explicit instructions, resulting in more intuitive user journeys and higher completion rates.
LEARNINGS & CHALLENGES
Creating an experience within technical constraints.
Taking a step back for a high-level overview of the problem revealed solutions to challenges we had been struggling with. We needed to ensure our unified account system maintained appropriate separation between business and personal activities, while keeping the visual language and experience cohesive when switching between business and social accounts. This meant designing for scalability as new profile features would inevitably be added over time, and creating a consistent visual language that worked seamlessly across both business and customer interfaces, while keeping the technical constraints and time into consideration.
Through this process, I discovered how subtle visual indicators could effectively guide users through complex processes without relying on explicit instructions, resulting in more intuitive user journeys and higher completion rates.
SOLUTION 3
Final Solution
The new experience delivers simplified onboarding for both customers and businesses, eliminating account duplication while maintaining a tone of trust with business partners. This change has received positive feedback from businesses and users alike, leading to increased engagement and reduced support inquiries during the registration process.
LEARNINGS & CHALLENGES
Creating an experience within technical constraints.
Taking a step back for a high-level overview of the problem revealed solutions to challenges we had been struggling with. We needed to ensure our unified account system maintained appropriate separation between business and personal activities, while keeping the visual language and experience cohesive when switching between business and social accounts. This meant designing for scalability as new profile features would inevitably be added over time, and creating a consistent visual language that worked seamlessly across both business and customer interfaces while keeping the technical constraints and time into consideration.
Through this process, I discovered how subtle visual indicators could effectively guide users through complex processes without relying on explicit instructions, resulting in more intuitive user journeys and higher completion rates.
LEARNINGS & CHALLENGES
Creating an experience within technical constraints.
Taking a step back for a high-level overview of the problem revealed solutions to challenges we had been struggling with. We needed to ensure our unified account system maintained appropriate separation between business and personal activities, while keeping the visual language and experience cohesive when switching between business and social accounts. This meant designing for scalability as new profile features would inevitably be added over time, and creating a consistent visual language that worked seamlessly across both business and customer interfaces while keeping the technical constraints and time into consideration.
Through this process, I discovered how subtle visual indicators could effectively guide users through complex processes without relying on explicit instructions, resulting in more intuitive user journeys and higher completion rates.
LEARNINGS & CHALLENGES
Creating an experience within technical constraints.
Taking a step back for a high-level overview of the problem revealed solutions to challenges we had been struggling with. We needed to ensure our unified account system maintained appropriate separation between business and personal activities, while keeping the visual language and experience cohesive when switching between business and social accounts. This meant designing for scalability as new profile features would inevitably be added over time, and creating a consistent visual language that worked seamlessly across both business and customer interfaces while keeping the technical constraints and time into consideration.
Through this process, I discovered how subtle visual indicators could effectively guide users through complex processes without relying on explicit instructions, resulting in more intuitive user journeys and higher completion rates.
LEARNINGS & CHALLENGES
Creating an experience within technical constraints.
Taking a step back for a high-level overview of the problem revealed solutions to challenges we had been struggling with. We needed to ensure our unified account system maintained appropriate separation between business and personal activities, while keeping the visual language and experience cohesive when switching between business and social accounts. This meant designing for scalability as new profile features would inevitably be added over time, and creating a consistent visual language that worked seamlessly across both business and customer interfaces while keeping the technical constraints and time into consideration.
Through this process, I discovered how subtle visual indicators could effectively guide users through complex processes without relying on explicit instructions, resulting in more intuitive user journeys and higher completion rates.
Final Solution
The new experience delivers simplified onboarding for both customers and businesses, eliminating account duplication while maintaining a tone of trust with business partners. This change has received positive feedback from businesses and users alike, leading to increased engagement and reduced support inquiries during the registration process.
