Crafting a Mobile Experience That Drives Engagement and Rewards
Revamped Embargo’s mobile app and business portal to boost user engagement, refresh the brand, and deliver a scalable rewards experience for both customers and venues.
Project Overview
I led the full redesign of Embargo’s mobile app and CRM portal, transforming both the user experience and visual identity. Through user interviews, product audits, and a design overhaul, I focused on simplifying navigation, improving discoverability, and creating a vibrant rewards ecosystem. The final result was a more modern, user-friendly platform that encouraged venue discovery and helped businesses drive customer loyalty.
Status
Shipped
Role
Year
Q4 2017 - Q4 2018
Product & Audience
B2C Hospitality
Skills
Product Design
Mobile Apps
Design Systems
Final Solution
We successfully redesigned Embargo’s ecosystem with a fresh, intuitive, and rewards-driven experience that elevated both the brand and product.
Highlights
An end-to-end redesign of Embargo’s mobile and business platform — blending loyalty, exploration, and brand engagement into one cohesive experience.
Understanding the Problem
Embargo’s original app had an outdated UI, poor navigation, and low reward engagement. I was brought in to reimagine the entire experience — from brand identity and user journeys to business tooling and reward visibility.
Key Challenges
Research & Insights
I conducted competitive analysis and product assessments to understand user expectations and pain points across similar loyalty ecosystems.
Competitor Analysis
Product Assessment
User Research
I interviewed users aged 18–30 in London to understand how they discover venues and what influences loyalty behaviour.
Core Design Values
Final Designs & Key Screens
Home / Discovery
Effortless venue exploration and rewards at your fingertips
This screen helps users quickly discover nearby bars, cafés, and clubs with claimable rewards. The redesigned experience makes it easier than ever to explore, filter, and take action directly from the map or list. Whether users are new to London or looking for familiar favourites, this screen serves as the gateway to the app.
Reward Tracking
Motivating loyalty through visual progression and easy redemption
The reward screen provides a timeline view of visit- and stamp-based rewards to encourage users to return. The structure allows users to track progress, see upcoming incentives, and easily claim rewards with staff when ready.
Navigation Tabs
Clean, simplified navigation built for real-world usability
The bottom tab bar was redesigned to prioritise ease of use, with an intuitive layout and a familiar mobile app pattern. Thoughtfully selected icons and labels improve recognition and reduce cognitive load, particularly useful when users are on the go.
Iconography
Custom red line icons to unify food, drink and reward types
To elevate the app’s visual identity and improve clarity, I designed a bespoke icon set using red line art to align with the refreshed brand. These icons clearly represent various food, drink, and reward categories, bringing personality while maintaining a clean, minimal aesthetic.
CRM Portal
Business tools for customer insights, offers, and performance tracking
The Embargo web portal gives business owners the power to track, manage, and grow customer engagement.
Marketing Campaigns
Built-in tools for re-engagement and customer loyalty
Embargo’s CRM platform includes a lightweight but powerful campaign system.
