UX/UI DESIGN · 2023
Forum Plus
Forum Plus
Forum Plus
What is this about
What is this about
Designing a loyalty platform that increased shopper engagement through a seamless rewards experience.
Designing a loyalty platform that increased shopper engagement through a seamless rewards experience.
Services
UX/UI Design
UX/UI Design
Client
Forum Builders
Forum Builders
Platform
Android
Android
Overview
Overview
ForumPlus is the official loyalty platform for Forum Mall, designed to encourage repeat visits by rewarding customers for every purchase made inside the mall. As a newly launched shopping destination, Forum Mall needed more than a traditional rewards program. The experience had to motivate customers to return while working across hundreds of retailers, each operating on different billing systems. I was responsible for designing the end-to-end customer experience from research and wireframing to high-fidelity UI, interactive prototypes, and developer handoff.
ForumPlus is the official loyalty platform for Forum Mall, designed to encourage repeat visits by rewarding customers for every purchase made inside the mall. As a newly launched shopping destination, Forum Mall needed more than a traditional rewards program. The experience had to motivate customers to return while working across hundreds of retailers, each operating on different billing systems. I was responsible for designing the end-to-end customer experience from research and wireframing to high-fidelity UI, interactive prototypes, and developer handoff.
Design Process
The Challenge
The Challenge
Forum Mall had recently opened and wanted to build long-term relationships with shoppers through a digital loyalty program.
The biggest obstacle wasn't designing a rewards experience, it was making it work across various of stores.
Every retailer used a different Point-of-Sale (POS) system, making it impossible to generate a universal QR code or unique bill identifier for every purchase. Without a consistent way to verify transactions, the entire loyalty experience risked becoming complicated for both shoppers and retailers.
Forum Mall had recently opened and wanted to build long-term relationships with shoppers through a digital loyalty program.
The biggest obstacle wasn't designing a rewards experience, it was making it work across various of stores.
Every retailer used a different Point-of-Sale (POS) system, making it impossible to generate a universal QR code or unique bill identifier for every purchase. Without a consistent way to verify transactions, the entire loyalty experience risked becoming complicated for both shoppers and retailers.
The challenge became:
How might we create a simple rewards journey that works regardless of how each retailer generates their bills?
How might we create a simple rewards journey that works regardless of how each retailer generates their bills?
Goals
Goals
From a business perspective, Forum Mall wanted to encourage repeat visits, increase customer retention, and provide shoppers with a compelling reason to choose Forum over competing malls.For customers, the experience needed to feel effortless. They shouldn't have to understand technical limitations or follow complicated redemption processes simply to earn loyalty points.
From a business perspective, Forum Mall wanted to encourage repeat visits, increase customer retention, and provide shoppers with a compelling reason to choose Forum over competing malls.For customers, the experience needed to feel effortless. They shouldn't have to understand technical limitations or follow complicated redemption processes simply to earn loyalty points.
Business Goals
Increase repeat mall visits.
Improve customer engagement.
Encourage reward redemption.
Build long-term customer loyalty.
Increase repeat mall visits.
Improve customer engagement.
Encourage reward redemption.
Build long-term customer loyalty.
User Goals
Earn rewards effortlessly.
Submit bills without confusion.
View point balance instantly.
Redeem rewards in just a few taps.
Earn rewards effortlessly.
Submit bills without confusion.
View point balance instantly.
Redeem rewards in just a few taps.
Discovery
Discovery
To better understand the problem, I worked closely with mall operations, business stakeholders, and developers to learn how transactions flowed across different retailers. I also analysed existing loyalty ecosystems such as Lulu Mall, Nesto Inaam, and several retail loyalty applications to understand industry standards and identify opportunities for improvement.
To better understand the problem, I worked closely with mall operations, business stakeholders, and developers to learn how transactions flowed across different retailers. I also analysed existing loyalty ecosystems such as Lulu Mall, Nesto Inaam, and several retail loyalty applications to understand industry standards and identify opportunities for improvement.
Products i have analysed
Lulu Mall
Nesto Inaam
Retail loyalty applications
Lulu Mall
Nesto Inaam
Retail loyalty applications
Instead of focusing purely on interface design, I studied the entire customer journey, from making a purchase to successfully earning rewards .The research focused on understanding:
Instead of focusing purely on interface design, I studied the entire customer journey, from making a purchase to successfully earning rewards .The research focused on understanding:
Customer onboarding experiences
Bill verification methods
Reward redemption flows
Navigation patterns
Customer engagement strategies
Customer onboarding experiences
Bill verification methods
Reward redemption flows
Navigation patterns
Customer engagement strategies
Key Insights
Key Insights
Different POS Systems
Different POS Systems
Every retailer generated receipts differently, making a universal QR-code or barcode solution impractical.
Every retailer generated receipts differently, making a universal QR-code or barcode solution impractical.
Every retailer generated receipts differently, making a universal QR-code or barcode solution impractical.
Simplicity Drives Adoption
Simplicity Drives Adoption
Customers were far more likely to participate when earning rewards required only a few simple steps. Every additional interaction increased the likelihood of users abandoning the process.
Customers were far more likely to participate when earning rewards required only a few simple steps. Every additional interaction increased the likelihood of users abandoning the process.
Immediate Feedback Builds Trust
Immediate Feedback Builds Trust
Users expected confirmation shortly after submitting a receipt. Delayed processing reduced confidence in the system and discouraged future participation.
Users expected confirmation shortly after submitting a receipt. Delayed processing reduced confidence in the system and discouraged future participation.
Operational Simplicity Matters
Operational Simplicity Matters
Retail staff should not be required to learn new software or change their existing checkout process simply to support the loyalty program.
Retail staff should not be required to learn new software or change their existing checkout process simply to support the loyalty program.
Points Strategy
Points Strategy
Instead of integrating with every retailer's POS system, i proposed a universal receipt submission flow after verifying feasibility with developer. Customers simply photograph or upload their shopping receipt directly through the app. Behind the scenes, a machine learning model extracts key information including:
Instead of integrating with every retailer's POS system, i proposed a universal receipt submission flow after verifying feasibility with developer. Customers simply photograph or upload their shopping receipt directly through the app. Behind the scenes, a machine learning model extracts key information including:
Store name
Purchase amount
Date and time
Receipt number
Store name
Purchase amount
Date and time
Receipt number
The extracted information is then verified before loyalty points are automatically credited to the customer's account. This approach solved the technical limitations without requiring any retailer to change their existing billing infrastructure.
The extracted information is then verified before loyalty points are automatically credited to the customer's account. This approach solved the technical limitations without requiring any retailer to change their existing billing infrastructure.
Loyalty Journey
Loyalty Journey
After identifying the core pain points, I redesigned the loyalty journey to minimise friction. Rather than asking customers to scan QR codes or interact with store staff, the process became completely self-service.
After identifying the core pain points, I redesigned the loyalty journey to minimise friction. Rather than asking customers to scan QR codes or interact with store staff, the process became completely self-service.
This simplified journey reduced customer effort while keeping the checkout experience unchanged for retailers.
This simplified journey reduced customer effort while keeping the checkout experience unchanged for retailers.
Wireframes
Wireframes
I began with low-fidelity wireframes to explore navigation patterns, dashboard layouts, and receipt submission flows. Multiple concepts were created and reviewed with stakeholders before moving into high-fidelity designs. These iterations helped validate navigation decisions early, allowing the team to refine information hierarchy before visual design began.
I began with low-fidelity wireframes to explore navigation patterns, dashboard layouts, and receipt submission flows. Multiple concepts were created and reviewed with stakeholders before moving into high-fidelity designs. These iterations helped validate navigation decisions early, allowing the team to refine information hierarchy before visual design began.
Visual Design
Visual Design
The final interface was designed around Forum Mall's existing brand identity. Using generous spacing, clean typography, colourful illustrations, and a clear visual hierarchy, the application feels approachable and rewarding rather than transactional. The design intentionally celebrates customer achievements by making rewards, points, and milestones highly visible throughout the experience.
The final interface was designed around Forum Mall's existing brand identity. Using generous spacing, clean typography, colourful illustrations, and a clear visual hierarchy, the application feels approachable and rewarding rather than transactional. The design intentionally celebrates customer achievements by making rewards, points, and milestones highly visible throughout the experience.
Key Features
Key Features
Bill Verification
Bill Verification
Instead of depending on retailer-specific integrations, customers simply upload their receipts through the application.Machine learning automatically extracts and verifies purchase information before awarding loyalty points.This significantly reduced operational complexity while creating a consistent experience across every retailer.
Instead of depending on retailer-specific integrations, customers simply upload their receipts through the application.Machine learning automatically extracts and verifies purchase information before awarding loyalty points.This significantly reduced operational complexity while creating a consistent experience across every retailer.
Rewards Marketplace
Rewards Marketplace
The rewards marketplace allows users to browse available offers, gift cards, and exclusive promotions before redeeming their accumulated points. The browsing experience was designed to encourage exploration while clearly communicating redemption requirements.
The rewards marketplace allows users to browse available offers, gift cards, and exclusive promotions before redeeming their accumulated points. The browsing experience was designed to encourage exploration while clearly communicating redemption requirements.
Loyalty Dashboard
Loyalty Dashboard
The dashboard acts as the central hub where users can quickly monitor point balances, recent transactions, submitted biils, and expiring points alerts.
The dashboard acts as the central hub where users can quickly monitor point balances, recent transactions, submitted biils, and expiring points alerts.
Future Concepts
Future Concepts
Beyond the initial launch, several concepts were explored to support future product growth. These included premium membership tiers, personalised offers, loyalty cards, family memberships that allow users to add family members and collectively earn points, and exclusive member experiences designed to increase long-term engagement.
Beyond the initial launch, several concepts were explored to support future product growth. These included premium membership tiers, personalised offers, loyalty cards, family memberships that allow users to add family members and collectively earn points, and exclusive member experiences designed to increase long-term engagement.
Developer Handoff
Developer Handoff
Once the designs were finalised, I prepared comprehensive design specifications, reusable components, interaction guidelines, and clickable prototypes. Throughout development, I collaborated closely with Android developers to clarify interactions, review implementations, and ensure the final application accurately reflected the design.
Once the designs were finalised, I prepared comprehensive design specifications, reusable components, interaction guidelines, and clickable prototypes. Throughout development, I collaborated closely with Android developers to clarify interactions, review implementations, and ensure the final application accurately reflected the design.
Outcome
Outcome
ForumPlus launched successfully on the Google Play Store and became the foundation of Forum Mall's digital loyalty ecosystem. The application simplified bill verification across hundreds of retailers while providing customers with a seamless rewards experience.
ForumPlus launched successfully on the Google Play Store and became the foundation of Forum Mall's digital loyalty ecosystem. The application simplified bill verification across hundreds of retailers while providing customers with a seamless rewards experience.
Key outcomes included:
Nearly 5,000 Play Store downloads
Increased participation in the loyalty program
Simplified receipt verification through machine learning
Improved customer engagement and repeat visits
Nearly 5,000 Play Store downloads
Increased participation in the loyalty program
Simplified receipt verification through machine learning
Improved customer engagement and repeat visits
Reflections
Reflections
This project taught me that successful product design extends far beyond creating attractive interfaces. The real challenge was balancing customer expectations with technical limitations, operational workflows, and business goals.
By understanding both shoppers and retail staff, I was able to design a solution that removed complexity from the user experience while respecting the realities of the existing retail infrastructure.
This project taught me that successful product design extends far beyond creating attractive interfaces. The real challenge was balancing customer expectations with technical limitations, operational workflows, and business goals.
By understanding both shoppers and retail staff, I was able to design a solution that removed complexity from the user experience while respecting the realities of the existing retail infrastructure.
The project reinforced one of my core design beliefs:
The best user experiences don't eliminate complexity—they hide it behind thoughtful, intuitive design.
The best user experiences don't eliminate complexity—they hide it behind thoughtful, intuitive design.