Loyalty
& Payments Platform
Making blockchain commerce feel effortless for everyday users — AdPrime
INITIAL STATE
AdPrime entered the market with a technically ambitious proposition: a blockchain-powered loyalty and payments platform combining cashback, gift cards, group purchasing, and AI-driven financial insights in a single app. The ambition was clear. The interface wasn't.
The original design treated the app's complexity as a feature rather than a challenge to solve. Users faced a dashboard that surfaced everything at once — balances, rewards, promotions, transaction history — without clear hierarchy or prioritization. Onboarding assumed familiarity with blockchain concepts that most users simply didn't have. The loyalty redemption flow required too many steps to complete what should have been a simple action: turn points into value.
The Ask
Blu Vela SA needed a senior designer to own the entire UX architecture — not just execute screens, but define how a technically complex platform becomes something people actually want to use. Beyond the consumer-facing Payback app, the engagement covered the merchant and partner B2B system, a blockchain explorer for transaction transparency, and an internal admin dashboard — four interconnected products sharing a single design language. The mandate across all of them: make blockchain feel invisible, make the value feel immediate.
SOLUTION
The core design decision was to remove blockchain from the user's mental model entirely. Users don't need to know how the infrastructure works — they need to know what they can do and what they'll get. Every screen was reframed around user outcomes: how much have I earned, what can I get, how do I use it.
The home screen was restructured around a single primary action per user state — for new users, that meant onboarding progress; for active users, available rewards and nearby offers. Secondary information like transaction history and blockchain transfers moved to dedicated sections accessible when needed, not competing for attention on the dashboard.
The loyalty redemption flow was reduced from seven steps to three. Each step had one decision. Confirmation screens showed value in human terms — "€12.50 toward your next purchase at Shell" — not token amounts or wallet addresses.
For the AI insights section, I worked directly with the data team to translate their output into plain-language recommendations. Instead of showing raw financial projections, the interface surfaced one actionable suggestion at a time with a clear rationale and a single next step.
IMPACT
The redesigned onboarding reduced drop-off at the blockchain wallet setup step — previously the highest exit point — by reframing it as "securing your rewards" rather than a technical requirement. The simplified redemption flow increased reward utilization among active users in the first 90 days post-launch. AdPrime launched successfully across Blu Vela SA's partner network and continues to expand its merchant integrations.