Erndo Loyalty Platform

Small Business Web and Mobile

Project Overview

Erndo integrates customer acquisition, retention, intelligence, and influence into a seamless loop, enabling small and medium-size businesses (SMBs) to automatically micro-target and reward customers for their valuable activity.

Oregon startup contracted me to design their loyalty platform for local businesses and their customers. They had a thorough set of requirements, and my goal was to transform those requirements into designs for the desktop platform for business owners and mobile app for customers.
2017 - 2018
Principal, Product Design
Methods & tools
Information Architecture, User Flows - Sketch, Figma, InVision
Web Browser, Mobile
Style Guide, Hi-Fidelity Designs, Prototypes

Design Process

I established and implemented a design strategy for this project with key activities and work products to inform subsequent design decisions. Overlap between each design activity in the process was a natural occurrence as result of working in parallel and as soon as output information was available from a proceeding activity.

Understanding the Problem

SMBs are failing because they lack the means to compete with companies like Amazon who are capturing hearts and minds through sophisticated, data-driven technologies that areal together out of reach for small businesses. The psychology and lifestyle of the modern consumer has transformed in the era of digital interconnectedness.
discovery & research

Business Analysis

Conducted an analysis of new business creation and found the the rate of small business creation has fallen by 1/3 in the last decade and by 1/2since the 1970s. The last decade was in fact the first time in US history in which the rate of business deaths outpaced the rate of business creation.



To better guide our design and enable everyone on the team to empathize with our users, I further synthesized the interview results and came up with the following personas representative of business owners.


Competitive Analysis

Conducting a competitive review of the landscape is revealed the diverse approaches companies have with loyalty programs, from couponing and review sites that offer small business owners and customers similar service offerings.

I focused the competitive research by analyzing 3 platforms that had the features most similar and desirable for Erndo's target demographic's use cases. Insight from users of those platforms also were captured in the analysis.


Mapping Customer Journey

Erndo automatically turns a business’s own customers into their own fully-incentivized influencer marketing engine, and a customer-based journey experience map helped to better understand the core phases as well as the user and their experience throughout the course of a purchase. This process captured the user’s journey and emotional results with each touchpoint they perform within the business, illuminated problem areas and allowed me identify potential solutions.


With an understanding of the stakeholders goals, I began to translating these requirements into the solutions that realized the platform for businesses and their customers.
concept design

Platform Architecture

With an understanding of the stakeholders goals, I began to translating these requirements into the solutions that realized the platform for businesses and their customers.

Establishing the architecture early partitions a system into stable core components and variable peripheral components. Platform architectures are modularizations of complex systems in which certain components (the platform itself) remain stable, while others (the complements) are encouraged to vary in cross section or over time.


Next activities in the design process was to establish was to begin conceptualizing the interface for the system, visualizing the information architecture, and specifying where key interactions occur.
concept design


Connect the platform's information architecture to its visual design, clarify consistent ways for displaying particular types of information on the user interface, and in determining the intended functionality in the interface.

Designing low-fidelity interfaces in the form of wireframes helped in the establishing the visual hierarchy of elements and was also effective during meetings with executives to get buy-in.
concept design

User Flows

Erndo enables customers to earn rewards by completing economically valuable activity for participating businesses. The Campaign Creation tool is the primary means through which businesses engage with their customers. Opportunity Creation user flow diagram shows how the platform enables business users to create opportunities which consumers access via the consumer Opportunity Feed in the app on their phones.

Design Style Guide

Branding the platform, establishes standard style requirements to improve communication by ensuring consistency both within the platform, and across multiple
apps such as the customer and mobile business derivative products.

High Fidelity Prototype

Next I developed functional interactive prototypes to take stakeholders as close as possible to a true representation of the product and its user interface. This gave them a solid understanding of what will be engineered, tested with real users and for me to get final-design approval from them. The high-fidelity design and functionality means meaningful feedback during usability testing of specific UI elements or interactions.
Experience Prototype

Customer Experience

Businesses are able to use the platform via the web or mobile app to create opportunities which their customers can act on in order to earn rewards. Customers are able to access these opportunities through a mobile feed that enables them to view various opportunities which they can complete in order to earn the associated rewards.
concept design


As with the business platform, I conceived the architecture for the customer app, defining the main components and the relationship(s) they have with each other in the application.
concept design

Task Flows

Erndo automatically turns a business’s own customers into their own fully-incentivized influencer marketing engine. A set of task flows for the mobile app of the platform for customers ensured that the most efficient UX would be developed.

Design and Prototype Development

Using the style guide and wireframes as inputs, I constructed more refined interface designs to depict the actual product, and developed a high fidelity prototype to simulate the functions and interactions of the app. This was shared with the executive team to get verification on requirements, as well as with customers to get feedback on the usability of the app.

Business Mobile

The business mobile app is a feature-limited, mobile version of the entire Business App. Employee users are able to access the business mobile app in order to receive functionality that is specific to Employee user permissions

Product Roadmap

After designing my initial concept, I also created a product feature map to guide the development of the business and customer app, how the subcomponents integrate, and to align with marketing efforts.

Results and Learnings

The loyalty platform released with positive feedback from early business adopters as well as customers.

Some key takeaways from this project are:
User testing also means validating requirements. Even before design, validating requirements early ensures a more focused set for design activities.