Elevating the user experience of a renowned fitness tracker app through a strategic.
Role
Industry
Duration
Users
👨🏻💼 Card Issuers:
The Herbalife’s distributors that wants an easy digital platform to sell their products and prospect other clients to become distributors.
👩🏽💻 Consumers:
Consumers in markets where Mastercard is well-established are socially conscious urbanites who prioritize sustainability and convenience. The key challenge is to ensure robust online security while making loyalty programs stand out in a competitive landscape.
👩🏽💻 Consumers from new markets:
Consumers from new markets for Mastercard are tech-savvy urbanites with busy lifestyles who are skeptical of lesser-known brands, they prioritize trust and brand recognition, aiming for global connectivity and cutting-edge solutions that enhance efficiency.
Stakeholders Interviews
Persona Development
Journey Maps
Storytelling Workshop
As the lead designer, I emphasized the importance of creating detailed user flows and wireframes early in the process, particularly focusing on defining three distinct narratives for three different personas. By clearly understanding these narratives, we were able to prioritize key features tailored to each persona, ensuring that the design was user-centered and relevant.
This groundwork was crucial in identifying the specific components the team would need during the visual concepts phase. By mapping out these elements in advance, we streamlined the design process, reducing rework and ensuring that our visual designs were both functional and aligned with the unique needs of each persona.
With the necessary components clearly defined, creating the UI kit before starting the visual concepts became a focused and efficient process. The UI kit established consistency across all design elements, such as typography, color schemes, and icons, ensuring a cohesive look and feel throughout the app. This preemptive work not only streamlined the design process but also facilitated smoother collaboration among the team, providing a common language that ensured the final product was both polished and tailored to the distinct needs of each persona.
The process of creating visual concepts for the card issuer and the two consumer-facing personas was carefully tailored to address the unique needs of each group.
For the card issuer, the design focused on functionality, efficiency, and professionalism, using clean layouts, clear typography, and a restrained color palette to emphasize data visibility and ease of navigation.
In contrast, the consumer-facing personas required a more engaging and intuitive design, featuring vibrant colors, dynamic imagery, and interactive elements to create a welcoming and user-friendly experience. Throughout, we maintained visual consistency from the UI kit while ensuring that each persona's distinct characteristics were effectively represented in the final designs.
To present the final design to the client, I created interactive prototypes to walk them through the entire user experience, accompanied by a comprehensive presentation deck. This combination allowed us to showcase the design in action, demonstrating how the user flows, visual elements, and interactions came together to create a cohesive and engaging experience. The presentation deck provided additional context, highlighting key design decisions and the rationale behind them, ensuring the client had a clear understanding of the final product.
High-fidelity Screens
To show how mLXP benefits all our major stakeholders, we explored how we could solve their specific needs globally.
Card Issuer
Marta, 46
Marketing Lead, Santander
Experienced customers. Unexplored demographics. Fresh value.
Marta is a driven and ambitious marketing lead with a strong focus on customer demographics. She takes pride in her research-based approach but recognizes the limitations of traditional market research, always seeking new tools to deepen her insights. While she considers herself tech-savvy, she’s beginning to feel fatigued by the fast-paced evolution of digital platforms. If a tool isn't intuitive and instantly valuable, it's not for her.
Dashboard
An intuitive, interactive dashboard with real-time updates.
Marta’s dashboard provides a comprehensive overview of her project performance and key business insights, eliminating the guesswork in campaign prioritization. It also offers AI-driven recommendations for optimization, helping her make informed decisions with ease.
NOVA Co-pilot
One conversation. Easy creation. Endless optimization.
Marta can effortlessly share her marketing goals, allowing her to begin her journey in the most relevant area for her Customer Bank's needs. With NOVA's assistance, the process is smooth and conversational.
NOVA Co-Pilot (templates)
The perfect template, hand-picked from a global library. Backed by data. Available instantly.
In just seconds, NOVA scans the global template and content library, matching Marta’s request with a high-performing page template tailored to similar audiences.
Whether fully customizable or simple plug-and-play, NOVA ensures compliance down to the smallest detail. Marta can choose the suggested template or explore alternative options. With intuitive drag-and-drop functionality, she can easily tailor her page using a library of Customer-brand UI elements that are impactful, high-performing, and fully compliant.
Harmony
An ever-present AI partner for analysis and prioritization, NOVA assists Marta as she runs a performance analysis on her page. It helps her interpret the latest heatmap data, offering actionable, data-driven recommendations to enhance page performance.
Consumer
Emily, 36
Designer, Seattle
In a market where Mastercard is already well-recognized, personalized offers elevate the brand, making it genuinely valued and cherished by consumers.
Emily is a socially conscious urbanite who prioritizes sustainability and convenience. Digitally engaged and active on social media, she relies on apps for budgeting and prefers cashless transactions. She remains loyal to brands that reflect her environmental and social values. The challenge lies in maintaining online security and standing out in the competitive US loyalty market. mLXP can benefit customers in established markets by handling essential elements, enabling faster and broader partnerships with merchants to deliver more valuable offers to consumers.
Emily’s experience fosters loyalty by delivering exciting upgrades precisely when she needs them, enhancing her connection with the brand.
A brief feedback quiz—short enough to complete while waiting for her Starbucks order—makes Emily feel appreciated while gathering data to further personalize her experience.
Consumer
New Market
Li Wei, 32
Tech Entrepreneur, Shanghai, China
Establishing trust and recognition by offering customized benefits in a new market.
Li is a tech-savvy urbanite with a fast-paced lifestyle, valuing innovation, convenience, security, and status. An avid traveler and gadget enthusiast, he’s an early adopter of new technologies and prefers digital payments for his frequent online shopping. Li relies on mobile apps for both daily tasks and financial management, seeking secure, internationally compatible payment solutions that fit seamlessly into his routine. He is cautious of lesser-known brands, prioritizing trust and brand recognition, and is focused on global connectivity and cutting-edge solutions that enhance his efficiency.
Li’s experience cultivates both interest and trust by delivering personalized offers that are seamlessly integrated into his daily lifestyle, enhancing his connection with the brand.
While exploring restaurant options on Dash, Li is presented with a geo-targeted offer for 20% off at a nearby KFC, enhancing his browsing experience with a timely promotion.
After an interaction, Li is directed to an educational page that informs him about Mastercard’s data security measures. This experience helps build trust, moving him from a curious consumer to a loyal brand advocate.