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ModuLoy: From Single Brand to Multi-Brand Empire: Scaling a Loyalty App Across 12+ Industries
Userdoo | Product Designer | 1 month | White-label loyalty platform adaptation
The Problem
How do you transform a successful single-brand loyalty app into a scalable solution for completely different industries?
The Solution
A flexible design system that maintained core functionality while adapting to diverse brand personalities; from outdoor adventures to luxury retail.
The Context
Our client had already developed a successful customer loyalty app for Denns BioMarkt, a organic grocery chain. The app featured a standard points-based system with promotions, store locators, shopping lists, and content like recipes. While successful, it was built specifically for one brand.
The Challenge
The client saw an opportunity to monetize their existing backend infrastructure by creating brand-specific versions for other companies. However, they faced several challenges:
- No design framework for rapid brand adaptation
- Unknown scalability of the existing UX across different industries
- Tight timelines for pitching to potential clients
- Resource constraints preventing full custom development for each brand
The Opportunity
If we could create a flexible design system, the client could:
- Reduce development costs for new brands
- Speed up client onboarding from months to weeks
- Scale their business model beyond grocery retail
- Tap into diverse loyalty program markets
Process: Building a Multi-Brand Design System
Phase 1: Deep Conceptualization (5 Brands)
Research & Discovery: I started by analyzing the core loyalty app mechanics and identifying which elements were universal versus brand-specific:
Universal Elements:
- Points tracking and redemption
- Store locator functionality
- Promotional content display
- User account management
Brand-Specific Opportunities:
- Visual identity and color schemes
- Content types (recipes vs. DIY guides vs. event listings)
- Loyalty mechanics (points vs. stamps vs. tiers)
- Industry-specific features
Ideation & Exploration: For each of the five initial brands, we created detailed conceptualizations that maintained the core app structure while adapting to brand personality and user needs.
My Featured Designs:
Globetrotter (Outdoor Gear Brand)
Design Challenge: How do you adapt a grocery loyalty app for adventure enthusiasts?
Solution: Transform the app into an outdoor lifestyle platform:
- Homepage redesign: Featured upcoming outdoor events, seasonal gear promotions, and adventure blog content
- Events screen: In-store workshops, guided hikes, and gear testing events
- Offers page: Category-based promotions (hiking, camping, climbing) with seasonal relevance
Key Insight: Outdoor customers value experiences over transactions, so I emphasized event participation and community building.
Peter Pane (Burger Chain)
Design Challenge: Adapting a points system for fast-food loyalty patterns.
Solution: Pivot to stamp-card mechanics familiar to restaurant loyalty:
- Stamp card visualization: "Buy 4 meals, get 1 free" with visual progress tracking
- Pre-ordering integration: Reduce wait times with advance ordering
- Location features: Find nearby locations with wait times and reservation options
Key Insight: Fast-food loyalty is about convenience and instant gratification, not long-term point accumulation.
Iteration & Decision Making
After presenting these concepts, the client successfully pitched to a 7-brand holding company, validating our approach. However, they requested a more streamlined process for the larger batch.
Phase 2: Rapid Adaptation (7+ Additional Brands)
The New Challenge: Create homepage designs for hardware stores, pet supplies, garden centers, and more; with tighter timelines and budgets.
Strategic Pivot: I developed a component-based approach:
- Core layout templates that could be quickly customized
- Brand-specific color and typography systems
- Industry-appropriate content modules
- Reusable UI components with brand flexibility
Featured Work: BauSpezi (Hardware Chain): As the holding company's main brand, BauSpezi received more detailed treatment:
- Product-focused homepage: Featured tools, seasonal projects, and DIY inspiration
- Content strategy: How-to guides and project galleries replace recipe content
Validation & Quality Control
When some initial designs didn't meet quality standards, I was asked to revise and refine multiple brand adaptations. This feedback loop helped me understand which elements were most critical for brand differentiation versus which could be standardized.
Solution: A Scalable Multi-Brand Platform
Final Design System
The completed system included:
Brand-Agnostic Core:
- Consistent navigation patterns
- Standard loyalty mechanics interface
- Universal store locator functionality
- Cross-platform responsive design
Brand-Specific Customization:
- Industry-appropriate color palettes and typography
- Relevant content modules (recipes vs. DIY guides vs. event listings)
- Custom loyalty mechanics (points, stamps, tiers)
- Brand personality in imagery and messaging
Technical Implementation:
- Basic navigation prototypes for client presentations
- Component library for rapid deployment
- Brand guideline documentation for development handoff
Impact: Scaling Success Across Industries
Quantitative Results
- 12+ brand adaptations completed across diverse industries
- Reduction in design-to-development timeline
- Successful client acquisition of 7-brand holding company
- Reusable component library supporting future rapid onboarding
Qualitative Results
- Client satisfaction with ability to pitch confidently to new prospects
- Stakeholder confidence in the platform's scalability
- Design system validation across vastly different brand personalities
Business Impact
- New revenue stream creation through white-label licensing
- Market expansion beyond original grocery retail focus
- Competitive advantage through rapid customization capabilities
- Foundation established for future platform growth
Reflections & Learnings
What I Learned
Design Systems Thinking: This project taught me to think beyond individual screens to creating flexible systems that could adapt to unknown future requirements.
Industry Context Matters: The same loyalty mechanics can feel completely different when wrapped in appropriate industry context; stamps work better for restaurants, while points suit retail environments.
Balancing Efficiency vs. Customization: Finding the sweet spot between reusable components and brand-specific customization was crucial for both client satisfaction and project efficiency.
Challenges Overcome
Resource Constraints: Working within tight budgets while maintaining quality required strategic prioritization and efficient design processes.
Quality Control: Managing work across multiple designers while maintaining consistent standards taught me about design leadership and review processes.
Brand Diversity: Adapting the same core product for outdoor gear, luxury goods, and hardware stores required deep empathy for vastly different user bases.
What I'd Do Differently
Earlier Systematization: I would have developed the component library framework earlier to avoid rework during the revision phase.
Deeper User Research: Given more time, I'd conduct user interviews for each industry to better understand loyalty program expectations and behaviors.
Interaction Design: The basic navigation prototypes served their purpose, but more detailed interaction design could have better demonstrated the platform's capabilities.
I’m always up for meaningful design challenges, collaborations, or just a good conversation about the future of design ✦
furkanefedikmen@gmail.com
About
CV
ModuLoy: From Single Brand to Multi-Brand Empire: Scaling a Loyalty App Across 12+ Industries
Userdoo | Product Designer | 1 month | White-label loyalty platform adaptation
The Problem
How do you transform a successful single-brand loyalty app into a scalable solution for completely different industries?
The Solution
A flexible design system that maintained core functionality while adapting to diverse brand personalities; from outdoor adventures to luxury retail.
The Context
Our client had already developed a successful customer loyalty app for Denns BioMarkt, a organic grocery chain. The app featured a standard points-based system with promotions, store locators, shopping lists, and content like recipes. While successful, it was built specifically for one brand.
The Challenge
The client saw an opportunity to monetize their existing backend infrastructure by creating brand-specific versions for other companies. However, they faced several challenges:
- No design framework for rapid brand adaptation
- Unknown scalability of the existing UX across different industries
- Tight timelines for pitching to potential clients
- Resource constraints preventing full custom development for each brand
The Opportunity
If we could create a flexible design system, the client could:
- Reduce development costs for new brands
- Speed up client onboarding from months to weeks
- Scale their business model beyond grocery retail
- Tap into diverse loyalty program markets
Process: Building a Multi-Brand Design System
Phase 1: Deep Conceptualization (5 Brands)
Research & Discovery: I started by analyzing the core loyalty app mechanics and identifying which elements were universal versus brand-specific:
Universal Elements:
- Points tracking and redemption
- Store locator functionality
- Promotional content display
- User account management
Brand-Specific Opportunities:
- Visual identity and color schemes
- Content types (recipes vs. DIY guides vs. event listings)
- Loyalty mechanics (points vs. stamps vs. tiers)
- Industry-specific features
Ideation & Exploration: For each of the five initial brands, we created detailed conceptualizations that maintained the core app structure while adapting to brand personality and user needs.
My Featured Designs:
Globetrotter (Outdoor Gear Brand)
Design Challenge: How do you adapt a grocery loyalty app for adventure enthusiasts?
Solution: Transform the app into an outdoor lifestyle platform:
- Homepage redesign: Featured upcoming outdoor events, seasonal gear promotions, and adventure blog content
- Events screen: In-store workshops, guided hikes, and gear testing events
- Offers page: Category-based promotions (hiking, camping, climbing) with seasonal relevance
Key Insight: Outdoor customers value experiences over transactions, so I emphasized event participation and community building.
Peter Pane (Burger Chain)
Design Challenge: Adapting a points system for fast-food loyalty patterns.
Solution: Pivot to stamp-card mechanics familiar to restaurant loyalty:
- Stamp card visualization: "Buy 4 meals, get 1 free" with visual progress tracking
- Pre-ordering integration: Reduce wait times with advance ordering
- Location features: Find nearby locations with wait times and reservation options
Key Insight: Fast-food loyalty is about convenience and instant gratification, not long-term point accumulation.
Iteration & Decision Making
After presenting these concepts, the client successfully pitched to a 7-brand holding company, validating our approach. However, they requested a more streamlined process for the larger batch.
Phase 2: Rapid Adaptation (7+ Additional Brands)
The New Challenge: Create homepage designs for hardware stores, pet supplies, garden centers, and more; with tighter timelines and budgets.
Strategic Pivot: I developed a component-based approach:
- Core layout templates that could be quickly customized
- Brand-specific color and typography systems
- Industry-appropriate content modules
- Reusable UI components with brand flexibility
Featured Work: BauSpezi (Hardware Chain): As the holding company's main brand, BauSpezi received more detailed treatment:
- Product-focused homepage: Featured tools, seasonal projects, and DIY inspiration
- Content strategy: How-to guides and project galleries replace recipe content
Validation & Quality Control
When some initial designs didn't meet quality standards, I was asked to revise and refine multiple brand adaptations. This feedback loop helped me understand which elements were most critical for brand differentiation versus which could be standardized.
Solution: A Scalable Multi-Brand Platform
Final Design System
The completed system included:
Brand-Agnostic Core:
- Consistent navigation patterns
- Standard loyalty mechanics interface
- Universal store locator functionality
- Cross-platform responsive design
Brand-Specific Customization:
- Industry-appropriate color palettes and typography
- Relevant content modules (recipes vs. DIY guides vs. event listings)
- Custom loyalty mechanics (points, stamps, tiers)
- Brand personality in imagery and messaging
Technical Implementation:
- Basic navigation prototypes for client presentations
- Component library for rapid deployment
- Brand guideline documentation for development handoff
Impact: Scaling Success Across Industries
Quantitative Results
- 12+ brand adaptations completed across diverse industries
- Reduction in design-to-development timeline
- Successful client acquisition of 7-brand holding company
- Reusable component library supporting future rapid onboarding
Qualitative Results
- Client satisfaction with ability to pitch confidently to new prospects
- Stakeholder confidence in the platform's scalability
- Design system validation across vastly different brand personalities
Business Impact
- New revenue stream creation through white-label licensing
- Market expansion beyond original grocery retail focus
- Competitive advantage through rapid customization capabilities
- Foundation established for future platform growth
Reflections & Learnings
What I Learned
Design Systems Thinking: This project taught me to think beyond individual screens to creating flexible systems that could adapt to unknown future requirements.
Industry Context Matters: The same loyalty mechanics can feel completely different when wrapped in appropriate industry context; stamps work better for restaurants, while points suit retail environments.
Balancing Efficiency vs. Customization: Finding the sweet spot between reusable components and brand-specific customization was crucial for both client satisfaction and project efficiency.
Challenges Overcome
Resource Constraints: Working within tight budgets while maintaining quality required strategic prioritization and efficient design processes.
Quality Control: Managing work across multiple designers while maintaining consistent standards taught me about design leadership and review processes.
Brand Diversity: Adapting the same core product for outdoor gear, luxury goods, and hardware stores required deep empathy for vastly different user bases.
What I'd Do Differently
Earlier Systematization: I would have developed the component library framework earlier to avoid rework during the revision phase.
Deeper User Research: Given more time, I'd conduct user interviews for each industry to better understand loyalty program expectations and behaviors.
Interaction Design: The basic navigation prototypes served their purpose, but more detailed interaction design could have better demonstrated the platform's capabilities.
I’m always up for meaningful design challenges, collaborations, or just a good conversation about the future of design ✦
furkanefedikmen@gmail.com
About
CV
ModuLoy: From Single Brand to Multi-Brand Empire: Scaling a Loyalty App Across 12+ Industries
Userdoo | Product Designer | 1 month | White-label loyalty platform adaptation
The Problem
How do you transform a successful single-brand loyalty app into a scalable solution for completely different industries?
The Solution
A flexible design system that maintained core functionality while adapting to diverse brand personalities; from outdoor adventures to luxury retail.
The Context
Our client had already developed a successful customer loyalty app for Denns BioMarkt, a organic grocery chain. The app featured a standard points-based system with promotions, store locators, shopping lists, and content like recipes. While successful, it was built specifically for one brand.
The Challenge
The client saw an opportunity to monetize their existing backend infrastructure by creating brand-specific versions for other companies. However, they faced several challenges:
- No design framework for rapid brand adaptation
- Unknown scalability of the existing UX across different industries
- Tight timelines for pitching to potential clients
- Resource constraints preventing full custom development for each brand
The Opportunity
If we could create a flexible design system, the client could:
- Reduce development costs for new brands
- Speed up client onboarding from months to weeks
- Scale their business model beyond grocery retail
- Tap into diverse loyalty program markets
Process: Building a Multi-Brand Design System
Phase 1: Deep Conceptualization (5 Brands)
Research & Discovery: I started by analyzing the core loyalty app mechanics and identifying which elements were universal versus brand-specific:
Universal Elements:
- Points tracking and redemption
- Store locator functionality
- Promotional content display
- User account management
Brand-Specific Opportunities:
- Visual identity and color schemes
- Content types (recipes vs. DIY guides vs. event listings)
- Loyalty mechanics (points vs. stamps vs. tiers)
- Industry-specific features
Ideation & Exploration: For each of the five initial brands, we created detailed conceptualizations that maintained the core app structure while adapting to brand personality and user needs.
My Featured Designs:
Globetrotter (Outdoor Gear Brand)
Design Challenge: How do you adapt a grocery loyalty app for adventure enthusiasts?
Solution: Transform the app into an outdoor lifestyle platform:
- Homepage redesign: Featured upcoming outdoor events, seasonal gear promotions, and adventure blog content
- Events screen: In-store workshops, guided hikes, and gear testing events
- Offers page: Category-based promotions (hiking, camping, climbing) with seasonal relevance
Key Insight: Outdoor customers value experiences over transactions, so I emphasized event participation and community building.
Peter Pane (Burger Chain)
Design Challenge: Adapting a points system for fast-food loyalty patterns.
Solution: Pivot to stamp-card mechanics familiar to restaurant loyalty:
- Stamp card visualization: "Buy 4 meals, get 1 free" with visual progress tracking
- Pre-ordering integration: Reduce wait times with advance ordering
- Location features: Find nearby locations with wait times and reservation options
Key Insight: Fast-food loyalty is about convenience and instant gratification, not long-term point accumulation.
Iteration & Decision Making
After presenting these concepts, the client successfully pitched to a 7-brand holding company, validating our approach. However, they requested a more streamlined process for the larger batch.
Phase 2: Rapid Adaptation (7+ Additional Brands)
The New Challenge: Create homepage designs for hardware stores, pet supplies, garden centers, and more; with tighter timelines and budgets.
Strategic Pivot: I developed a component-based approach:
- Core layout templates that could be quickly customized
- Brand-specific color and typography systems
- Industry-appropriate content modules
- Reusable UI components with brand flexibility
Featured Work: BauSpezi (Hardware Chain): As the holding company's main brand, BauSpezi received more detailed treatment:
- Product-focused homepage: Featured tools, seasonal projects, and DIY inspiration
- Content strategy: How-to guides and project galleries replace recipe content
Validation & Quality Control
When some initial designs didn't meet quality standards, I was asked to revise and refine multiple brand adaptations. This feedback loop helped me understand which elements were most critical for brand differentiation versus which could be standardized.
Solution: A Scalable Multi-Brand Platform
Final Design System
The completed system included:
Brand-Agnostic Core:
- Consistent navigation patterns
- Standard loyalty mechanics interface
- Universal store locator functionality
- Cross-platform responsive design
Brand-Specific Customization:
- Industry-appropriate color palettes and typography
- Relevant content modules (recipes vs. DIY guides vs. event listings)
- Custom loyalty mechanics (points, stamps, tiers)
- Brand personality in imagery and messaging
Technical Implementation:
- Basic navigation prototypes for client presentations
- Component library for rapid deployment
- Brand guideline documentation for development handoff
Impact: Scaling Success Across Industries
Quantitative Results
- 12+ brand adaptations completed across diverse industries
- Reduction in design-to-development timeline
- Successful client acquisition of 7-brand holding company
- Reusable component library supporting future rapid onboarding
Qualitative Results
- Client satisfaction with ability to pitch confidently to new prospects
- Stakeholder confidence in the platform's scalability
- Design system validation across vastly different brand personalities
Business Impact
- New revenue stream creation through white-label licensing
- Market expansion beyond original grocery retail focus
- Competitive advantage through rapid customization capabilities
- Foundation established for future platform growth
Reflections & Learnings
What I Learned
Design Systems Thinking: This project taught me to think beyond individual screens to creating flexible systems that could adapt to unknown future requirements.
Industry Context Matters: The same loyalty mechanics can feel completely different when wrapped in appropriate industry context; stamps work better for restaurants, while points suit retail environments.
Balancing Efficiency vs. Customization: Finding the sweet spot between reusable components and brand-specific customization was crucial for both client satisfaction and project efficiency.
Challenges Overcome
Resource Constraints: Working within tight budgets while maintaining quality required strategic prioritization and efficient design processes.
Quality Control: Managing work across multiple designers while maintaining consistent standards taught me about design leadership and review processes.
Brand Diversity: Adapting the same core product for outdoor gear, luxury goods, and hardware stores required deep empathy for vastly different user bases.
What I'd Do Differently
Earlier Systematization: I would have developed the component library framework earlier to avoid rework during the revision phase.
Deeper User Research: Given more time, I'd conduct user interviews for each industry to better understand loyalty program expectations and behaviors.
Interaction Design: The basic navigation prototypes served their purpose, but more detailed interaction design could have better demonstrated the platform's capabilities.
I’m always up for meaningful design challenges, collaborations, or just a good conversation about the future of design ✦
furkanefedikmen@gmail.com