Centralizing Wholesale Loyalty Insights
October 2024 - January 2025
I designed a unified dashboard that gives wholesale teams real-time visibility into customer loyalty, referral activity, and tier progression* — turning scattered data into actionable insights that drive engagement, retention, and growth.
* Certain figures and logic details have been generalized for confidentiality.
The Challenge
The business needed a way to centralize and analyze loyalty program data across multiple wholesale channels and provide that data as an incentive to our wholesale customers.
Each channel had separate systems, making it difficult to track customer behavior and tier progression. Without real-time insights, marketing and sales teams were missing opportunities to retain high-value customers and optimize loyalty initiatives.
The Approach
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Conducted stakeholder interviews with sales managers and account executives to uncover pain points in managing loyalty data.
Surveyed wholesale clients to understand expectations for loyalty rewards and dashboard usability.
Benchmarked competitor dashboards to identify industry standards and innovative features.
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Created wireframes and interactive prototypes focused on key metrics like customer tier progression, referral activity, and order frequency.
Iterated designs based on usability testing with internal teams to ensure intuitive navigation and accessibility.
Developed a clean, data-driven visual system with customizable widgets for quick insights.
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Connected multiple data sources (CRM and ERP systems) to provide a unified, real-time view.
Implemented role-based access so different teams could see relevant metrics.
Ensured dashboards supported data visualization needs for both executive reporting and daily operational tracking.
My Role & Contributions
UX Strategy & Design: Led the end-to-end UX strategy, creating wireframes, interactive prototypes, and high-fidelity visuals to present key metrics like customer tier progression, referral activity, and order frequency.
Stakeholder Engagement & Research: Conducted interviews with sales managers and account executives and distributed user surveys to validate requirements and identify pain points.
Requirements Definition: Defined functional and security requirements for the dashboard to ensure secure portal navigation, role-based access, and compliance with internal data policies.
User Acceptance Testing (UAT): Developed UAT plans, coordinated testing with end-users, and documented feedback to ensure the dashboard met usability, accessibility, and security expectations.
Collaboration & Implementation Support: Worked closely with developers and data analysts to ensure technical feasibility, seamless integration of multiple data sources, and real-time analytics functionality.
Custom Widgets & KPI Tracking: Designed interactive, customizable widgets and dashboards that enable teams to quickly monitor KPIs and make data-driven decisions.
Current Season dashboard view: stores can track their real-time spend and progress toward unlocking higher rewards.
Previous Season view: stores see exactly what they earned last season and how their purchases contributed to their total rewards credit.
Secure portal navigation: the Loyalty Dashboard link appears only for eligible stores, providing seamless access within the daily store portal.