Loyalty Campaign Platform
I led the UX/UI design for IceMobile’s internal platform, used by clients such as OXXO to manage digital loyalty campaigns at scale. The platform integrates with customer-facing apps, allowing millions of end-users to collect points, redeem rewards, and engage with campaigns, while internal users can create, launch, and track loyalty programs efficiently.
Aug 30, 2023
CLIENT
Icemobile
CLIENT
Icemobile
CLIENT
Icemobile
Role
UX Designer
Role
UX Designer
Role
UX Designer
Service
Product Design
Service
Product Design
Service
Product Design
Project Overview
Project Overview
Project Overview
I led the UX/UI design for IceMobile’s internal platform, used by clients such as OXXO to manage digital loyalty campaigns at scale. The platform integrates with customer-facing apps, allowing millions of end-users to collect points, redeem rewards, and engage with campaigns, while internal users can create, launch, and track loyalty programs efficiently.
My role spanned the entire design process, from business-to-consumer (B2C) app flows to business-to-business (B2B) campaign management tools. I was responsible for defining features, designing workflows, overseeing the design system, and ensuring seamless collaboration with clients and development teams.
Challenge
Enable clients to efficiently manage complex loyalty campaigns for large user bases
Ensure customer-facing apps and internal platforms were intuitive, scalable, and consistent
Design for a platform initially lacking formal UX processes or a cohesive design system
Support a wide range of campaign types: lotteries, mini-campaigns, notifications, and rewards
Balance usability with technical constraints and compliance requirements
Objectives:
Deliver a frictionless experience for both end-users and internal campaign managers
Create a flexible system to launch, edit, and monitor campaigns on the fly
Establish and maintain a scalable design system for internal and external tools
Maintain visual and interaction consistency across apps, platforms, and campaign types
Approach & Leadership
End-to-End Design Leadership
Oversaw the UX/UI design for both customer-facing apps (web, iOS, Android) and the internal Self-Service Portal
Single-handedly managed the full design process: wireframing, interaction design, visual design, prototyping, and handoff
Feature Definition & Iteration
Developed new features such as mini-campaigns, allowing internal users to create short-term lotteries, link promotions, manage timelines, and track engagement
Designed dashboard entry points and workflows that made campaign creation fast and intuitive
Iteratively refined designs based on user feedback and client requirements
Design System & Consistency
Created and maintained design systems for both B2C and B2B interfaces
Ensured visual hierarchy, legibility, and consistency across apps and internal tools
Streamlined component libraries to support rapid iteration and scalable growth
Stakeholder & Client Collaboration
Regularly communicated with clients like OXXO to validate designs, gather requirements, and refine functionality
Facilitated workshops with developers, business analysts, and campaign managers to align goals and define best practices
Balanced user-centered design with business priorities and technical feasibility
I led the UX/UI design for IceMobile’s internal platform, used by clients such as OXXO to manage digital loyalty campaigns at scale. The platform integrates with customer-facing apps, allowing millions of end-users to collect points, redeem rewards, and engage with campaigns, while internal users can create, launch, and track loyalty programs efficiently.
My role spanned the entire design process, from business-to-consumer (B2C) app flows to business-to-business (B2B) campaign management tools. I was responsible for defining features, designing workflows, overseeing the design system, and ensuring seamless collaboration with clients and development teams.
Challenge
Enable clients to efficiently manage complex loyalty campaigns for large user bases
Ensure customer-facing apps and internal platforms were intuitive, scalable, and consistent
Design for a platform initially lacking formal UX processes or a cohesive design system
Support a wide range of campaign types: lotteries, mini-campaigns, notifications, and rewards
Balance usability with technical constraints and compliance requirements
Objectives:
Deliver a frictionless experience for both end-users and internal campaign managers
Create a flexible system to launch, edit, and monitor campaigns on the fly
Establish and maintain a scalable design system for internal and external tools
Maintain visual and interaction consistency across apps, platforms, and campaign types
Approach & Leadership
End-to-End Design Leadership
Oversaw the UX/UI design for both customer-facing apps (web, iOS, Android) and the internal Self-Service Portal
Single-handedly managed the full design process: wireframing, interaction design, visual design, prototyping, and handoff
Feature Definition & Iteration
Developed new features such as mini-campaigns, allowing internal users to create short-term lotteries, link promotions, manage timelines, and track engagement
Designed dashboard entry points and workflows that made campaign creation fast and intuitive
Iteratively refined designs based on user feedback and client requirements
Design System & Consistency
Created and maintained design systems for both B2C and B2B interfaces
Ensured visual hierarchy, legibility, and consistency across apps and internal tools
Streamlined component libraries to support rapid iteration and scalable growth
Stakeholder & Client Collaboration
Regularly communicated with clients like OXXO to validate designs, gather requirements, and refine functionality
Facilitated workshops with developers, business analysts, and campaign managers to align goals and define best practices
Balanced user-centered design with business priorities and technical feasibility
I led the UX/UI design for IceMobile’s internal platform, used by clients such as OXXO to manage digital loyalty campaigns at scale. The platform integrates with customer-facing apps, allowing millions of end-users to collect points, redeem rewards, and engage with campaigns, while internal users can create, launch, and track loyalty programs efficiently.
My role spanned the entire design process, from business-to-consumer (B2C) app flows to business-to-business (B2B) campaign management tools. I was responsible for defining features, designing workflows, overseeing the design system, and ensuring seamless collaboration with clients and development teams.
Challenge
Enable clients to efficiently manage complex loyalty campaigns for large user bases
Ensure customer-facing apps and internal platforms were intuitive, scalable, and consistent
Design for a platform initially lacking formal UX processes or a cohesive design system
Support a wide range of campaign types: lotteries, mini-campaigns, notifications, and rewards
Balance usability with technical constraints and compliance requirements
Objectives:
Deliver a frictionless experience for both end-users and internal campaign managers
Create a flexible system to launch, edit, and monitor campaigns on the fly
Establish and maintain a scalable design system for internal and external tools
Maintain visual and interaction consistency across apps, platforms, and campaign types
Approach & Leadership
End-to-End Design Leadership
Oversaw the UX/UI design for both customer-facing apps (web, iOS, Android) and the internal Self-Service Portal
Single-handedly managed the full design process: wireframing, interaction design, visual design, prototyping, and handoff
Feature Definition & Iteration
Developed new features such as mini-campaigns, allowing internal users to create short-term lotteries, link promotions, manage timelines, and track engagement
Designed dashboard entry points and workflows that made campaign creation fast and intuitive
Iteratively refined designs based on user feedback and client requirements
Design System & Consistency
Created and maintained design systems for both B2C and B2B interfaces
Ensured visual hierarchy, legibility, and consistency across apps and internal tools
Streamlined component libraries to support rapid iteration and scalable growth
Stakeholder & Client Collaboration
Regularly communicated with clients like OXXO to validate designs, gather requirements, and refine functionality
Facilitated workshops with developers, business analysts, and campaign managers to align goals and define best practices
Balanced user-centered design with business priorities and technical feasibility
Results
Results
Results
link
Impact
End-to-End Platform Success: Enabled clients to create, launch, and manage campaigns efficiently while improving end-user engagement
Flexible Campaign Management: Mini-campaign feature allowed rapid adaptation to changing marketing priorities and increased customer interaction
Scalable Design System: Supported consistent visual and interaction patterns across internal and consumer-facing tools
Operational Efficiency: Internal teams could manage campaigns more effectively, reducing errors and time spent on repetitive tasks
Enhanced B2C Experience: Coordination between internal tools and customer apps ensured seamless loyalty program participation
Key Takeaways
Leading a full-stack design process across B2B and B2C contexts requires strategic thinking, system-level design, and strong collaboration
A well-maintained design system enables scalability, faster feature rollout, and consistent user experiences
Close alignment with clients and stakeholders ensures that features deliver real operational value
Successfully balancing internal tool usability and consumer experience demonstrates senior-level leadership in product design
Outcome: IceMobile’s loyalty platform evolved into a comprehensive ecosystem that empowered clients to manage campaigns with ease, while providing an engaging and rewarding experience for millions of end-users—demonstrating my ability to lead complex, end-to-end design initiatives at scale.
link
Impact
End-to-End Platform Success: Enabled clients to create, launch, and manage campaigns efficiently while improving end-user engagement
Flexible Campaign Management: Mini-campaign feature allowed rapid adaptation to changing marketing priorities and increased customer interaction
Scalable Design System: Supported consistent visual and interaction patterns across internal and consumer-facing tools
Operational Efficiency: Internal teams could manage campaigns more effectively, reducing errors and time spent on repetitive tasks
Enhanced B2C Experience: Coordination between internal tools and customer apps ensured seamless loyalty program participation
Key Takeaways
Leading a full-stack design process across B2B and B2C contexts requires strategic thinking, system-level design, and strong collaboration
A well-maintained design system enables scalability, faster feature rollout, and consistent user experiences
Close alignment with clients and stakeholders ensures that features deliver real operational value
Successfully balancing internal tool usability and consumer experience demonstrates senior-level leadership in product design
Outcome: IceMobile’s loyalty platform evolved into a comprehensive ecosystem that empowered clients to manage campaigns with ease, while providing an engaging and rewarding experience for millions of end-users—demonstrating my ability to lead complex, end-to-end design initiatives at scale.
link
Impact
End-to-End Platform Success: Enabled clients to create, launch, and manage campaigns efficiently while improving end-user engagement
Flexible Campaign Management: Mini-campaign feature allowed rapid adaptation to changing marketing priorities and increased customer interaction
Scalable Design System: Supported consistent visual and interaction patterns across internal and consumer-facing tools
Operational Efficiency: Internal teams could manage campaigns more effectively, reducing errors and time spent on repetitive tasks
Enhanced B2C Experience: Coordination between internal tools and customer apps ensured seamless loyalty program participation
Key Takeaways
Leading a full-stack design process across B2B and B2C contexts requires strategic thinking, system-level design, and strong collaboration
A well-maintained design system enables scalability, faster feature rollout, and consistent user experiences
Close alignment with clients and stakeholders ensures that features deliver real operational value
Successfully balancing internal tool usability and consumer experience demonstrates senior-level leadership in product design
Outcome: IceMobile’s loyalty platform evolved into a comprehensive ecosystem that empowered clients to manage campaigns with ease, while providing an engaging and rewarding experience for millions of end-users—demonstrating my ability to lead complex, end-to-end design initiatives at scale.