Designed a 0-to-1 mobile platform that digitizes traditional loyalty cards for small businesses. By mapping complex B2B2C user flows and conducting competitive analysis on market leaders (Yuu, AlipayHK), I created a unified "digital wallet" that enables small merchants to deploy enterprise-level loyalty programs in minutes.
Context: Small businesses rely on paper stamp cards for retention but lack digital tools.
The Problem:
1. Fragmentation: Users juggle too many apps ( Yuu, MTR, etc.) or lose paper cards.
2. Merchant Complexity: Existing tools are too expensive or complex for small shop owners.
The Goal: Create a "Digital Wallet" ecosystem where one app manages memberships for multiple independent shops.
- My Role: Product Designer (0-to-1 MVP)
- Target Audience:
- "C9" (Housewives): High consumption, discount-focused.
- Students: Low consumption, time-rich, discount-focused.
- Tools: Figma, Miro (Affinity Mapping)
- Deliverables: iOS/Android App Design, Merchant Dashboard, Detailed User Flows
Competitive Analysis (Yuu, Moneyback) + Persona + User Flow revealed critical opportunities:
User Motivation
"C9" & Students love "Daily Missions" to earn free points
Gamify the experience (Daily check-ins, Missions)
Complexity
"Super Apps" feel cluttered with ads & unrelated services
Clean "Wallet" Interface focused purely on rewards
Merchant Access
Loyalty systems usually only for big brands (7-11, McD)
Open Platform for any small shop to join
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1. "Scan-to-Earn" QR System
Designed a frictionless interaction where users present a single QR code.
UX Decision: Centralized the QR code to work across ALL shops, reducing the "fumbling" time at checkout.
2. The "Unified Wallet" Interface
Created a card-stack interface where users view all their memberships in one place.
Result: Solved the "fragmentation" pain point found in research (users hated having 10 different apps).
3. Gamified "Missions" System
Implemented "Daily Missions" and "Check-in Rewards" based on the Student/C9 persona research.
Result: Drives daily app opens even when users aren't shopping, increasing stickiness.
4. Complex User Flow Management
Mapped 3 distinct ecosystem flows: CMS, Merchant Mobile, and User App.
Result: Ensured seamless data synchronization between the Merchant's POS and the User's phone.
Persona Development:
Defined "C9" and "Student" personas to focus features on "smart consumption" and "earning for free."
Flow Mapping:
Created detailed flowcharts for the entire ecosystem (Merchant vs. User), handling complex states like "Point Adjustment" and "Reward Redemption."
Market Fit:
Successfully launched MVP allowing small merchants to deploy a loyalty program without coding.
Operational Efficiency:
The detailed Merchant Dashboard flow reduced support tickets by automating admin tasks.
Ecosystem Design:
Designing for B2B2C means mapping how 3 different interfaces (CMS, Merchant App, User App) talk to each other.
Persona-Driven Features:
The "Daily Mission" feature came directly from understanding the Student persona's desire to "earn money for free."
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