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052023—Present

CRM, App & Gamification

CRM, app and gamification experiences designed to connect campaign communication with customer interaction across digital touchpoints.

Role

  • Creative Lead
  • UI and Multimedia Designer

Discipline

  • CRM
  • Email
  • WhatsApp
  • App
  • Engagement

Year

2023—Present

CRM, App and Gamification cover: a 3D illustration on deep blue showing a customer-journey card with a loyalty progress bar at 75 per cent, a notification bell, and reward tiles for points and a seven-day streak, framed by pixel-art game icons.

01

Business context

The work was designed to support customer communication, promotional engagement and app interaction across different stages of the e-commerce journey, while keeping the experience visually consistent with the wider campaign system.

02

The challenge

Keep a single communication objective coherent across app screens, automated email, WhatsApp and game mechanics.

03

Role & responsibilities

My role included creative concept development, visual direction, user-interface design, campaign integration and the production of customer-facing assets.

Game mechanics, reward rules and commercial terms were defined collaboratively with marketing, CRM, commercial and channel stakeholders. My responsibility focused on translating the agreed mechanic into a clear, engaging visual experience.

  • Define the communication objective per journey stage.
  • Design app engagement screens.
  • Design email and automated lifecycle creative.
  • Produce WhatsApp promotional assets.
  • Create gamification identity and interface elements.
  • Maintain cross-channel consistency.

04

Strategic approach

  1. 01Start from the customer journey, then assign channels to stages.
  2. 02Design one visual system that survives every channel's constraints.
  3. 03Treat gamification as an engagement mechanic, not decoration.

06

Solution & capabilities

  • Lifecycle stages: welcome, promotional, reminder, win-back and transactional
  • App engagement screens
  • Email and automated lifecycle creative
  • WhatsApp promotional assets
  • Gamification identity and interface elements
  • Campaign launch integration
  • Cross-channel consistency

—

Technology & data

Stack

  • CRM and email platforms
  • App and web content systems
  • Marketing-automation workflows
  • WhatsApp communication
  • E-commerce campaign systems

08

Outcome & status

  • The work demonstrates how campaign systems can extend into CRM, app and gamification touchpoints while maintaining clarity, consistency and customer engagement.
  • Engagement and retention metrics cannot be published.

09

Decks

2 planning documents, 10 pages in total. Open one to scroll through it page by page.

10

Video

[ASSET REQUIRED] Short walkthrough or reel with confidential information removed.