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
The average number of loyalty programs a consumer is part of in the United States
Underutilization
Of loyalty programs that consumers are a part of that have become inactive
Poor Perception
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
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.
Final Solution
Simplified dashboard view that is tailored to the business.
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.
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.
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.