EmCan Loyalty App
EmCan is a mobile loyalty app for fuel stations across the UAE. Customers earn and redeem rewards on fuel, car washes, coffee, and partner offers. I joined as Lead Product Designer to tackle a core problem: users weren't engaging with the loyalty system. My job was to redesign key features — promotions, car wash packages, coffee stamp cards, and partner integrations — to make rewards intuitive and drive repeat usage.
+35%
Reward Redemption
Increase after redesign
30%
Faster Delivery
Via design system
4 Features
Shipped in 7 Months
From discovery to launch
My Role
Lead UI/UX Designer for the loyalty experience, working alongside a product manager, engineering team, marketing, and external partner teams.
Timeline
7 months from discovery to launch, with continuous iteration post-release.
Tools & Tech
Figma, JIRA, Confluence, Miro, Design systems
EmCan loyalty app — key screens across promotions, car wash, coffee, and partnerships
The Problem
EmCan had a basic loyalty system, but users struggled to understand how to earn and redeem rewards. Car wash and coffee benefits were buried in the app, and partner offers were scattered across disconnected screens. The result: low redemption rates, confused users, and missed revenue from promotions.
Working within an existing brand and design system with strict guidelines
Supporting multiple loyalty partners, each with different rules and point structures
Tight release timeline tied to a marketing campaign launch
Retail Promotions
Users had no clear way to discover active promotions. Offers were hidden behind multiple taps, and there was no distinction between what was relevant to each user. Most customers didn't even know promotions existed.
Process
- Audited the existing C-store offline promotion experience to understand the gap
- Mapped the full user journey to identify where offers would have the most impact
- Explored three IA approaches: home feed, dedicated offers tab, and in-context checkout placement
- Validated the chosen approach through stakeholder reviews and quick usability tests
Promotions surfaced contextually — personalized offers on the home feed and at checkout
Car Wash Package
Buying car wash packages required a physical voucher presented at each visit. The business wanted to go digital, but needed the purchase flow to stay offline at convenience stores. The challenge was bridging the physical and digital experience.
Process
- Defined the end-to-end flow: purchasing at the store, activating digitally, redeeming at the wash bay, and tracking remaining washes
- Explored visualizations for remaining washes, expiry dates, and usage history
- Designed clear states for active, used, and expired packages to prevent confusion
Digital car wash package — purchase tracking, redemption flow, and remaining wash count
Coffee Stamp Card
Physical stamp cards were common at petrol station cafes, but customers constantly lost them or forgot to ask for stamps. Free coffee — a strong retention driver — was going unredeemed.
Process
- Mapped the stamp collection journey: earning stamps per purchase, tracking progress, and redeeming the free coffee
- Designed a visual stamp card that made progress feel tangible and rewarding
- Added push notification triggers at key milestones (halfway, one stamp away) to drive repeat visits
Digital coffee stamp card — visual progress tracking with milestone notifications
Partner Loyalty Integration
EmCan wanted to let users link external loyalty programs to earn cross-platform rewards. But each partner had different rules, point systems, and branding — and the design needed to scale without requiring developer effort for every new partner.
Process
- Mapped user flows for linking accounts, viewing combined rewards, and redeeming across programs
- Collaborated with developers and partner teams to define a flexible integration pattern
- Designed partner-specific reward cards that respected each brand while fitting EmCan's design system
- Built feedback states for sync errors, pending connections, and successful links
Linked loyalty accounts — partner cards, combined balances, and connection management
Learnings & Reflection
Outcomes
- Promotions became discoverable — users could find and redeem relevant offers without hunting.
- Car wash and coffee features drove repeat visits by digitizing previously lossy physical processes.
- The partner integration pattern scaled to new loyalty programs without redesign work.
Key Learnings
- Designing loyalty across categories (fuel, wash, coffee, partners) taught me to think in systems — each feature had to feel cohesive, not siloed.
- Translating complex partner business rules into simple UI and microcopy was the hardest and most rewarding part of this project.