Dressup Loyalty App
Dressup Loyalty App
Dressup Group
Dressup Group
Native App Design
Native App Design
·
·
Android & IOS
Android & IOS
Summary
Summary
Overview
I designed the DressApp loyalty platform from the ground up. a digital solution replacing physical loyalty cards across the DressUp Group’s retail network. The goal was to create a unified experience where customers can register, track loyalty levels, earn rewards, and receive personalized offers, while giving the admin team a powerful web panel to manage promotions, referrals, and communications. The project focused on simplifying user engagement, improving campaign visibility, and creating a scalable foundation for future features like advanced segmentation and in-app offer personalization.
I designed the DressApp loyalty platform from the ground up. a digital solution replacing physical loyalty cards across the DressUp Group’s retail network. The goal was to create a unified experience where customers can register, track loyalty levels, earn rewards, and receive personalized offers, while giving the admin team a powerful web panel to manage promotions, referrals, and communications. The project focused on simplifying user engagement, improving campaign visibility, and creating a scalable foundation for future features like advanced segmentation and in-app offer personalization.
Key Results
Designed loyalty app with phase-based rollout
Simplified level and reward progression
Built admin tools for referrals, promos, and more
Achieved 1k+ downloads within first 3-4 weeks
Designed loyalty app with phase-based rollout
Simplified level and reward progression
Built admin tools for referrals, promos, and more
Achieved 1k+ downloads within first 3-4 weeks
Role & Methods
Product Designer (End-to-End)
User Research / Information Architecture / UX Flows / Design System Creation / UI Design / Prototyping / Usability Validation / Client Collaboration
Product Designer (End-to-End)
User Research / Information Architecture / UX Flows / Design System Creation / UI Design / Prototyping / Usability Validation / Client Collaboration
Research
Research
Competitive Analysis
To shape the foundation of DressApp’s loyalty experience, I analyzed multiple retail and loyalty apps from both local and international brands. The goal was to understand how they motivate engagement through points, levels, and offers, and how effectively they balance simplicity with feature depth. This helped identify patterns in successful loyalty ecosystems and avoid common usability traps.
To shape the foundation of DressApp’s loyalty experience, I analyzed multiple retail and loyalty apps from both local and international brands. The goal was to understand how they motivate engagement through points, levels, and offers, and how effectively they balance simplicity with feature depth. This helped identify patterns in successful loyalty ecosystems and avoid common usability traps.
Drag to explore - References in FigJam from competitive analysis session
Insights from References
The analysis revealed key takeaways: users value transparent reward systems, quick access to points and offers, and minimal setup friction. On the other hand, overcomplicated visuals and hidden actions often reduced engagement. These insights directly influenced the design of DressApp’s clean interface, phased structure, and clear visual hierarchy for levels and rewards.
The analysis revealed key takeaways: users value transparent reward systems, quick access to points and offers, and minimal setup friction. On the other hand, overcomplicated visuals and hidden actions often reduced engagement. These insights directly influenced the design of DressApp’s clean interface, phased structure, and clear visual hierarchy for levels and rewards.
Ideation
Ideation
Phase-Based Design Planning
To ensure scalability and a smooth rollout, the app was designed in 4 structured phases, each building on the previous one:
To ensure scalability and a smooth rollout, the app was designed in 4 structured phases, each building on the previous one:
✅ Phase 1, Core Experience: Registration, login, homepage, purchase history, notifications, and chat.
⏳ Phase 2, Rewards System: Offers, point exchange, and promo code management.
⏳ Phase 3, Marketing Expansion: Interactive marketing challenges to boost engagement.
⏳ Phase 4, Advanced Features: Point transfers, feedback system, store directory, and purchase categorization.
✅ Phase 1, Core Experience: Registration, login, homepage, purchase history, notifications, and chat.
⏳ Phase 2, Rewards System: Offers, point exchange, and promo code management.
⏳ Phase 3, Marketing Expansion: Interactive marketing challenges to boost engagement.
⏳ Phase 4, Advanced Features: Point transfers, feedback system, store directory, and purchase categorization.
Because later phases introduced major functional additions, Phase 1 was structured to stay visually and functionally stable even after large-scale updates, ensuring that returning users wouldn’t feel lost or experience a sudden UX shift as new features were added.
Because later phases introduced major functional additions, Phase 1 was structured to stay visually and functionally stable even after large-scale updates, ensuring that returning users wouldn’t feel lost or experience a sudden UX shift as new features were added.
Continuous Validation
Each phase went through internal reviews and client testing before advancing to the next. This iterative feedback cycle kept the experience consistent while allowing room for improvement at every stage.
Each phase went through internal reviews and client testing before advancing to the next. This iterative feedback cycle kept the experience consistent while allowing room for improvement at every stage.
Design
Design
Phase 1
Core Experience: Registration, login, homepage, purchase history, notifications, and chat.
Core Experience: Registration, login, homepage, purchase history, notifications, and chat.
Drag to explore - Phase 1
Phase 2
Rewards System: Offers, point exchange, and promo code management.
Rewards System: Offers, point exchange, and promo code management.
Drag to explore - Phase 2
Phase 3
Marketing Expansion: Interactive marketing challenges to boost engagement.
Marketing Expansion: Interactive marketing challenges to boost engagement.
Drag to explore - Phase 3
Phase 4
Advanced Features: Point transfers, feedback system, store directory, and purchase categorization.
Advanced Features: Point transfers, feedback system, store directory, and purchase categorization.
Drag to explore - Phase 4
Impact
Impact
Early Adoption
After launching Phase 1 of the DressUp loyalty platform on iOS and Android, the app immediately began gaining traction through the Dressup Group’s existing customer base. Within the first 3-4 weeks, downloads reached 1k+, driven by in-store promotion and the brand’s popularity across Georgia. Customers were finally able to register, view their level, check purchase history, and manage points through a unified digital experience, something the brand did not previously offer.
After launching Phase 1 of the DressUp loyalty platform on iOS and Android, the app immediately began gaining traction through the Dressup Group’s existing customer base. Within the first 3-4 weeks, downloads reached 1k+, driven by in-store promotion and the brand’s popularity across Georgia. Customers were finally able to register, view their level, check purchase history, and manage points through a unified digital experience, something the brand did not previously offer.
Scalable Foundation
Because the product was designed from scratch, the structure created in Phase 1 became the foundation for all future phases. The navigation, home layout, and loyalty logic were intentionally built to support major upcoming features like:
exchanging points
sending points
promo codes
marketing challenges
store listings and purchase categorization
This approach ensured that even with large additions in later phases, the app would feel natural and familiar to users.
Because the product was designed from scratch, the structure created in Phase 1 became the foundation for all future phases. The navigation, home layout, and loyalty logic were intentionally built to support major upcoming features like:
exchanging points
sending points
promo codes
marketing challenges
store listings and purchase categorization
This approach ensured that even with large additions in later phases, the app would feel natural and familiar to users.
Better Engagement
The introduction of an end-to-end loyalty system gave DressUp Group new insight into customer behavior, which purchases earned points, how users progressed through levels, and which features were used most. Even at MVP level, the app became an important engagement channel, enabling direct communication via notifications and chat.
The introduction of an end-to-end loyalty system gave DressUp Group new insight into customer behavior, which purchases earned points, how users progressed through levels, and which features were used most. Even at MVP level, the app became an important engagement channel, enabling direct communication via notifications and chat.
0.0
0.0
0.0
0.0
Ratings
Ratings
0+
0+
0+
0+
Downloads
Downloads
Key performance indicators - As of now
Learnings
Learnings
Designing for Growth
A key learning was how to design a product that launches simple, but grows complex. Since later phases included major features (point transfer, promo codes, challenges), Phase 1 had to be structured carefully, not visually cramped but with predictable patterns users would understand later. This ensured the product stayed consistent and avoided redesigning core layouts.
A key learning was how to design a product that launches simple, but grows complex. Since later phases included major features (point transfer, promo codes, challenges), Phase 1 had to be structured carefully, not visually cramped but with predictable patterns users would understand later. This ensured the product stayed consistent and avoided redesigning core layouts.
Simplifying Complexity
The Dressup loyalty logic includes levels, point rules, thresholds, different store applicability, and several point-based actions. The challenge was stripping complexity away and presenting it in a way users instantly understand. This process reinforced the importance of micro-copy, clear hierarchy, and progressive disclosure.
The Dressup loyalty logic includes levels, point rules, thresholds, different store applicability, and several point-based actions. The challenge was stripping complexity away and presenting it in a way users instantly understand. This process reinforced the importance of micro-copy, clear hierarchy, and progressive disclosure.
Collaborating Closely
Building the first version of a product requires intense alignment. Regular discussions with the Dressup team helped clarify business rules, prioritize features for each phase, and shape the loyalty system into something the brand could maintain long term. This collaboration ensured that the final experience matched both user needs and business goals.
Building the first version of a product requires intense alignment. Regular discussions with the Dressup team helped clarify business rules, prioritize features for each phase, and shape the loyalty system into something the brand could maintain long term. This collaboration ensured that the final experience matched both user needs and business goals.
Let's Connect
Let's Connect
Got a project in mind or just want to say hi? I’m always open
to new ideas, collaborations, or a quick chat. Feel free to
reach out via email or any of the social platforms listed.
Got a project in mind or just want to say hi?
I’m always open to new ideas, collaborations,
or a quick chat. Feel free to reach out via
email or any of the social platforms listed.
2025
© All rights reserved.