case study

Increased loyalty through cross-platform product design

Gimmie provides loyalty, rewards and gamification tools to SouthEast Asia’s leading enterprises.

Project Type
Loyalty CRM, cross-platform product design
Cross-Platform Product Design
Responsive Web Design
Rapid Prototyping
UX/UI Design
User Research
Key Outcome
Adapted iOS product to Android, WAP, feature phones, desktop, tablet, and mobile web
15 months


Gimmie offers a white label CRM to help online publishers create their own online loyalty rewards programs. So providing a flexible, easy-to-use platform that incentivizes engagement was an important goal. As Gimmie started to gain traction, they also needed to adapt the product for multiple operating systems and devices.

Strategy and approach

Mapped out user flows to ensure a consistent experience

I began by taking time to explore lots of design ideas and options. Given my experience as a product designer, I know that a thoughtful approach really impacts conversion rates.

After thinking through all the scenarios and producing designs for each platform, I posted screens on a wall to get a holistic view and facilitate feedback from the team.

We were able to visualize the various paths users would take within the product, from point of entry to task completion. It helped us audit for inconsistencies and create a seamless user journey across platforms.

Visualizing features and user flows on this wall helped us build a smooth user experience.
Loyalty product design on Android screenLoyalty product design on feature phone screen
Followed guidelines and best practices per platform

In cross-platform design, it’s important to strike a balance between consistent design/functionality and the conventions of each platform.

We needed to provide a great user experience on iOS, Android, WAP, and feature phones. And the product needed to be responsive and engaging on desktop, tablet, and mobile web.

So I studied the nuances between these different platforms and devices. I experimented with various resolutions and sizes. And I tested for readability and usability on multiple devices.

Designed for flexibility and engagement

The core product had to be both usable on its own and flexible to customize. Since we were developing cross-platform, it could not be too complex. So I used a modular design.

Basic functionality was built in, such as a leaderboard. Then you can add on various features, such as badges. To help clients with this, we offered deep dive sessions to first understand their business, then recommend the best ways to customize the product and incentivize users.

Badges with five cuisine types that are earned for reviews
Leaderboard with six users and their point totalsPop-up showing points earned and featured reward

To boost engagement, we added gamification elements. A leaderboard for social competition. Reward vouchers with countdown timers. Interface design to encourage users to compete for points and badges. And the ability to earn points for social media sharing.

Another flexible feature was the color scheme. We used a friendly yet professional palette (soft orange with light blue accents) that worked without changes. Or the orange could be easily switched out with the client’s brand color.

A high profile client in the Philippines received more than 1 million membership registrations across platforms over the course of 19 months.


Flexible design

Adapted product for multiple operating systems and devices, providing a fun experience for users, and a flexible platform for clients to customize to their brand.

Increased engagement

Increased time spent on site by 20%. Increased social media sharing by 800%.

Increased membership

Received more than 1 million membership registrations across platforms over the course of 19 months for a high profile client in the Philippines.

An intuitive, engaging product that offers a consistent user experience across platforms

Hands on mobile phone, screen with 20 percent off coffee

Additional services provided for this client

Rapid Prototyping

Explored various navigational structures and layout styles, and used prototyping tools to test the flow of these wireframes. Decided on a one-column layout for rewards to effectively view reward names and image details.

User Research

Led research efforts including remote user research and on-site guerilla usability testing. Gathered user feedback on mobile products and advertiser portal.

Design Leadership

Led a team of 2 junior designers at Gimmie and offered creative design direction. Coached designers on UX best practices such as how to apply usability principles and use color/hierarchy more effectively.

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