Deevo - Brand Platform

Deevo is a startup that aims to transform traditional loyalty management programs by fostering meaningful connections between brands and customers.

As a founding team member and the design lead, I led the product design of the brand platform and won $1500 from USC Iovine and Young Academy’s Ignite Grants.

duration

4 Months
Sep-Dec 2023

my role

Design Lead

my role

Feature Scoping
User Research
Wireframing
Visual Design
Prototyping
Eng Handoff

team

Jessa Lyka Parayno (Co-Founder)
Willy Lee (Co-Founder)
Andres Garcia (Business Development Lead)
Elisa Xia (Marketing Lead)

tools

Figma
Notion

Background

Loyalty programs miss the mark.

People are tired of generic loyalty experiences that don’t actually reward loyalty.

Oversaturation

17

17

17

The average number of loyalty programs a consumer is part of in the United States

Underutilization

54%

54%

54%

Of loyalty programs that consumers are a part of that have become inactive

Poor Perception

90%

90%

90%

Of consumers have a negative perception of loyalty programs

Market Landscape

Unclaimed points are a liability. Loyalty programs are no longer a perk but an expectation, which is problematic for brands.

When a customer earns loyalty points, brands record it as deferred revenue.

According to Morgan Stanley, the total book value of loyalty points in 2023 sits at around $778 billion, and that number is projected to grow by over $100+ billion every year with little end in sight.

Challenge

How may we transform loyalty programs into personalized experiences that engage and spark genuine connections between brands and customers?

How may we transform loyalty programs into personalized experiences that engage and spark genuine connections between brands and customers?

How may we transform loyalty programs into personalized experiences that engage and spark genuine connections between brands and customers?

Solution

As a team, we created low-fidelity wireframes that established a foundation for our final solution and MVP development.

User Research

To gather direct insights from our potential clients, I interviewed 8 brands about their current experience with loyalty platforms.

In total, we interviewed 33 small businesses in Los Angeles and the SF Bay Area as a team.

Research Insights

After synthesizing UXR findings, we identified 4 pain points that brands are struggling with existing loyalty programs.

Bad loyalty program ROI

Hard to engage with loyalty

Fine with basics/passive

Too lazy to analyze their data

Deevo Dashboard’s Goal

Retrieve and organize insights from all of a brand’s data sources (POS, online ordering, etc.) into actionable insights for marketing and customer outreach - to drive conversion.

Feature Prioritization

I led the team to brainstorm and prioritize features in the order of importance and impact.

For Phase 1 of the project, we focused on Product and Campaign Performance Analytics, Loyalty Status, and Engagement Patterns for Customers, because these features are the most-mentioned by users and most-voted by the team.

Wireframing

As a team, we created low-fidelity wireframes that established a foundation for our final solution.

I was responsible for creating low-fidelity wireframes for the Analytics page.

Final Solution

Simplified dashboard view that is tailored to the business.

The dashboard outlines the most important tools for the business. Users can also interact with any features to get an expanded view. Brands can also apply filters to see what days are more profitable and make decisions that can help maximize their profits, like adjusting inventory for certain day periods.

Comprehensive customer information that pictures customers’ loyalty engagements with the brand and with Deevo.

Robust analytics to track details about the business’s revenues, expenses, campaign, and product performance.

Settings page that enables security and customization, with app integration, privacy settings, and all other basic needs.

Result

My design won $1500 in grants from USC Iovine and Young Academy.

We are using this grant to pay engineers to develop a minimum viable product to pilot with brands.

Success Metrics

KPIs to Measure Deevo Dashboard MVP’s Success

Number of signups

It measures initial market interest and user attraction to Deevo’s brand platform. It helps us understand the effectiveness of marketing efforts and the perceived value of our MVP.

Activation rate

It measures the percentage of users who complete an account setup. This will provide us insight into the ease of onboarding and the initial user experience.

Early user feedback and satisfaction

It offers qualitative and quantitive insights into what users like and dislike. This feedback will help us identify areas for improvement and overall satisfaction with the Deevo platform, which is critical for iterative development and user retention.

Next Steps

Work with engineers to develop a minimum viable product to pilot with brands.

In the upcoming phase, our focus is to continue in-depth user testing with more small business partners. We want to gather their feedback and understand how they interact with the Deevo to keep iterating on my design & enhance product scalability.
Our goal is to evolve the platform into a Minimum Viable Product (MVP) with the most essential features that is ready for development and integration with existing business systems.

Takeaways

Prioritize clarity over quantity to avoid information overload.

For dashboard design, cluttered data can overwhelm users rather than inform them. User research and feature prioritization allowed me to focus on the most critical information for the brands so they could quickly obtain insights without getting lost in excessive details.

Balance usability with flexibility to create an adaptable experience.

I found our users’ differences in the level of data literacy and the requirements for the dashboard. This reminded me to balance between usability and flexibility during my design process. The dashboard should be intuitive for users to navigate, yet flexible to adapt to varying business needs and data complexities.

Involve engineers as early as possible :)

Engineers are those who make things work. The earlier the engineering team involved, the quicker constraints and frustrations become visible. This ensures continuous alignment between cross-functional teams and improves the efficiency of product development.

.say hello

Let's build something memorable together.

y.sophia.j@gmail.com

Copied

© 2024 Sophia Yang

.say hello

Let's build something memorable together.

y.sophia.j@gmail.com

Copied

© 2024 Sophia Yang

.say hello

Let's build something memorable together.

y.sophia.j@gmail.com

Copied

© 2024 Sophia Yang