Embargo is a loyalty and rewards app made for the best bars, restaurants and events in London.
Embargo is a loyalty and rewards app made for the best bars, restaurants and events in London.
Embargo is a loyalty and rewards app made for the best bars, restaurants and events in London.
Problem statement
Embargo approached me seeking a complete rebranding of their mobile app, as their existing brand and design were not as strong as they desired. The goal was to improve the design and user experience to drive user engagement and increase overall usability of the app.
Competitor analysis
I researched similar solutions in the market, focusing on both restaurant booking apps and loyalty and rewards apps. The goal was to understand the functionality they offered and identify any gaps or opportunities that could enhance Embargo’s offering.
Product assessment
I reviewed the Embargo product to fully understand the user journeys, identifying areas for improvement and relevance. I split my time between desk research—familiarizing myself with the existing system and common user tasks—and consultations with core internal users who provided insights into problematic task flows. I initially mapped out key user flows using screenshots and annotations, later developing them into high-level user flow diagrams.
User research
I conducted user interviews to understand how people find bars, restaurants, and events while exploring London. For example:
Anonymous, 19 y.o.
There are just too many options, and I don’t know where to start. I like going to cheap venues, but I find it hard to discover them easily. The lists online are overcrowded with pointless information!
Anonymous, 23 y.o.
Nothing really incentivizes me to explore new places because I don’t know what to expect or what they offer. I stick to a few familiar spots around London.
These insights helped inform design decisions that could address user frustrations and encourage exploration.
I conducted user interviews to understand how people find bars, restaurants, and events while exploring London. For example:
Anonymous, 19 y.o.
There are just too many options, and I don’t know where to start. I like going to cheap venues, but I find it hard to discover them easily. The lists online are overcrowded with pointless information!
Anonymous, 23 y.o.
Nothing really incentivizes me to explore new places because I don’t know what to expect or what they offer. I stick to a few familiar spots around London.
These insights helped inform design decisions that could address user frustrations and encourage exploration.
I conducted user interviews to understand how people find bars, restaurants, and events while exploring London. For example:
Anonymous, 19 y.o.
There are just too many options, and I don’t know where to start. I like going to cheap venues, but I find it hard to discover them easily. The lists online are overcrowded with pointless information!
Anonymous, 23 y.o.
Nothing really incentivizes me to explore new places because I don’t know what to expect or what they offer. I stick to a few familiar spots around London.
These insights helped inform design decisions that could address user frustrations and encourage exploration.
Core values
Core values help guide the design of an app toward a specific goal. Embargo’s core values are:
Scalable
The app should be adaptable for any number of venues and rewards
Focused
It must prioritize helping users claim offers and find nearby venues easily
Enjoyable
The app should be fun and effortless to use, ensuring it’s not a hassle when users are out and about
Core values help guide the design of an app toward a specific goal. Embargo’s core values are:
Scalable
The app should be adaptable for any number of venues and rewards
Focused
It must prioritize helping users claim offers and find nearby venues easily
Enjoyable
The app should be fun and effortless to use, ensuring it’s not a hassle when users are out and about
Core values help guide the design of an app toward a specific goal. Embargo’s core values are:
Scalable
The app should be adaptable for any number of venues and rewards
Focused
It must prioritize helping users claim offers and find nearby venues easily
Enjoyable
The app should be fun and effortless to use, ensuring it’s not a hassle when users are out and about
Design
The previous design looked outdated and lacked adherence to key UI patterns, so I focused on ensuring the redesign followed modern UI and UX practices to provide a more user-friendly and enjoyable experience. The app’s color scheme became the foundation for this transformation, shifting from the old black and yellow to a fresh, vibrant white and red, giving the brand a revitalized and contemporary feel.
Rewards
Rewards are at the heart of the app. Users can earn two types of rewards: visit-based and stamp-based. The app allows users to easily track all their claimable rewards and includes a timeline feature to view other potential offers available to them.
Navigation tabs
The redesigned menu features a clean and minimal interface, prioritizing ease of navigation throughout the app. Each page and its content are thoughtfully organized, allowing users to recognize a clear and familiar system from the moment they engage with it.
Embargo portal
The Embargo CRM system allows businesses to capture data and leverage it across multiple channels to retain customers and drive business growth. While the mobile app is customer-facing, I designed a web admin app for business owners. This portal enables them to track and monitor customer activity through dashboard analytics, manage and create offers for the app, and send in-app notifications to engage their audience.
Marketing campaigns
A key element in strengthening the relationship between businesses and their customers is the marketing campaign feature. This allows businesses to create push notifications directly to users’ phones or design email campaigns using pre-made templates, ensuring ongoing engagement and communication.
