MYMOTO rewards

Stakeholder workshop

I facilitated several discovery workshops across dealership groups and internal business units, including:

• MoSCoW prioritisation sessions to align scope across 80+ dealerships
• Service blueprinting to map operational bottlenecks
• Value proposition exercises to clarify user and dealer incentives

Key insights:

• Dealerships wanted a retention tool but didn’t know what customers valued beyond service reminders.
• Gift cards and discounts were a strong incentive but needed to feel trustworthy and easy.
• Customers wanted transparent ownership management, especially around maintenance, costs, and resale value.

Analysing mymoto rewards data

To understand why the original platform had a 98% inactivity rate, I conducted a full analysis of both qualitative and quantitative data. This included reviewing user behaviour analytics, dealership usage patterns, and customer support logs to pinpoint where engagement was dropping off.

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Insights gained:

• Users didn’t understand the value of the membership early enough.
• The site wasn’t designed for mobile, despite most users accessing via phone.
• Rewards and gift cards weren’t surfaced prominently, reducing perceived value.
• The platform lacked features with long-term relevance, such as service reminders or car management, leading to zero ongoing utility.
• Dealerships needed stronger tools and clearer messaging to help users activate effectively.

User interviews

To gain deeper insights into users who use reward apps, I facilitated 30 minute interviews with 10 users. 5 users who have previously used mymoto rewards and 5 users who use woolies rewards, flybys, shopback and other discount reward based apps.

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Insights gained:

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• Users were highly motivated by discounts if presented in a clean, trustworthy format.
• Customers were heavily enticed by a point system, having them working towards a goal.
• Many car owners forget service dates or lose records.
• The “sell my car” process felt intimidating—users preferred dealer-handled solutions if frictionless.

COMPETITOR RESEARCH

I analysed leading loyalty, rewards, and vehicle-management apps to understand market expectations and identify gaps. This included discount platforms, automotive service apps, and dealership loyalty tools.

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Key findings:

• Reward apps set strong standards for clear savings, simple gift card flows, and trust-building UI.
• Automotive apps offered basic service reminders but lacked integrated rewards or valuations.
• Dealership loyalty tools were fragmented, often limited to service booking without ongoing value.

Opportunities Identified:

• Combine rewards + vehicle management into one cohesive experience.
• Improve onboarding clarity, as competitors made value obvious from the first screen.
• Add high-value features competitors lacked, such as real-time valuations and family car management.

PERSONAS & USER JOURNEY

I defined three key personas; the Value Seeker, the Family Manager, and the Everyday driver to understand user motivations around savings, convenience, and vehicle management. Mapping the user journey highlighted major friction points, including unclear onboarding, low visibility of rewards, and limited long-term value. This informed a redesigned flow that clearly communicated benefits, simplified vehicle setup, and introduced features like valuations, service reminders, and gift card management to drive ongoing engagement. A point system was also created to see how engaging this would be to users.

Project Documents to low-fi

I translated the project requirements that was gathered from stakeholder workshops, dealership needs, and user research into clear user flows and low-fidelity wireframes. Throughout this stage, I documented detailed notes around decisions, assumptions, and dependencies, ensuring everything was clearly laid out and easy for me and the team to understand. This allowed us to validate priorities early, explore layout options quickly, and establish the app’s overall structure before moving into high-fidelity design.

Inspiration

During ideation, I explored a wide range of reward, finance, and automotive apps to gather inspiration for design patterns, visual styles, and interaction behaviours. This helped identify best-in-class approaches to navigation, card layouts, savings presentation, and vehicle management. By analysing what worked well across these apps, I pulled forward the most intuitive and user-friendly elements to inform the initial concepts and set a strong foundation for the overall design direction.

Utilising a brand guide to define a tone of voice

Utilising the brand guide I previously helped create, I defined a clear tone of voice and visual style for the product. This allowed me to maintain consistency across colours, typography, spacing, and component design while ensuring the app felt trustworthy, helpful, and easy to understand. The established tone reinforced clarity around rewards, savings, and vehicle information, creating a cohesive experience across all touchpoints.

High-fidelity wireframes

I evolved the low-fidelity concepts into high-fidelity wireframes, refining layout, hierarchy, and interactions while still keeping visuals neutral and not fully styled. These high-fis were then turned into an interactive prototype to showcase key flows, such as rewards, gift cards, valuations, and vehicle management. This allowed for clearer usability testing, more informed stakeholder feedback, and smoother alignment with developers before moving into final UI design.

Design System

I built a scalable design system using Radix themes, enabling consistent components across the product and supporting both light and dark modes. The system established clear foundations for spacing, typography, colour tokens, and interactive states, making it easy for developers to implement and maintain. This approach ensured visual consistency, improved accessibility, and allowed future features to be added with minimal design overhead, while remaining fully aligned with the brand guide.

UI Design and prototyping

I refined the high-fidelity wireframes into fully realised UI designs, applying the design system, brand elements, and final visual styling. From there, I created interactive prototypes that demonstrated complete user flows and micro-interactions, allowing stakeholders to experience the product as intended. These prototypes supported usability testing, guided development handover notes, and ensured a clear, consistent understanding of the final design across the entire team.