InGrupo
Envisioning and creating the portal and benefits site for a rewards program company in LatAm
InGrupo is the group behind 4 other companies, including inMais, which is a rewards program in Brazil.
01
The challenge
InGrupo, a company with several subsidiaries, needed a website that did four things: 1) share institutional content with users and visitors, 2) integrate with their rewards program system, 3) give people an easy way to manage that rewards program, and 4) present their sister companies.
The rewards program integration was the hardest part: it had to talk cleanly to an external vendor's system.
The challenge was covering all four goals while keeping the experience coherent and easy to use.
InGrupo brought me in for my UX experience and track record on projects like this, trusting that a user-centered approach and comfort with complex systems would get them the site they needed.
02
Discovery
I started with user research to understand what InGrupo's audience needed and preferred: interviews, surveys, and a look at user behavior. Two things stood out: a clear, intuitive rewards interface, and a clean integration with the external vendor system.
03
Ideation
Based on the insights gained during the discovery phase, I brainstormed design concepts and created user stories and personas to guide the design process. This phase helped identify the most effective ways to address users' needs and prioritize the website's features.
04
Prototyping
I developed low-fidelity wireframes to visualize the website's layout and establish a solid foundation for the interface design. After iterating on the wireframes, I created high-fidelity mockups and a clickable prototype that let stakeholders experience the proposed solution.
05
Testing
We tested the prototype with users to catch usability issues. Across several sessions, I found areas that needed work and adjusted the design.
We used a mix of methods, including eye-tracking to see where users focused and how they navigated, and A/B testing to compare design options. That gave us solid data to drive changes and improve the experience.
06
The Results
The final design hit all of InGrupo's objectives. The rewards program saw a real jump in engagement, with more points redeemed and more users buying additional points. Cleaner communication with the vendor's system cut transaction errors, and the easier interface drove growth in credit card requests and better customer satisfaction.
The project met InGrupo's main objectives and moved the needle on engagement and satisfaction. The rewards interface and vendor integration were the key pieces. InGrupo and its stakeholders were happy with a site that presented their offerings and gave their audience a genuinely user-centered experience.