Pocket MM
Platform
Customer App
Merchant App
Admin Dashboard
Deliverables
User Research
Design System
High Fidelity Design
TEAM
Designer
Product Manager
Fullstack Developers
Mobile (iOS & Android)
YEAR
2024
THE WHAT
Pocket MM launched during the rapid growth of digital loyalty programs in Myanmar. While it successfully connected merchants and consumers through rewards and campaigns, user adoption gradually slowed after launch despite increasing demand for loyalty solutions.
THE WHY
Decreasing user adoption wasn't a feature problem. It was an experience problem. Users struggled to discover features, understand reward values, and navigate an interface that had evolved without a clear information hierarchy. The business also wanted Pocket MM to become the primary destination for managing loyalty rewards across multiple brands, making improved usability essential for long-term growth.
THE HOW
The idea was not to add more functionality, but to make the existing ecosystem easier to understand, easier to trust, and easier to use. This led to a redesign focused on simplifying key user journeys, improving information architecture, and reducing interface complexity to create a more intuitive experience that encourages engagement and long-term retention.
THE OWNERSHIP
I led the end-to-end UX design of Pocket MM's loyalty ecosystem, redesigning the customer mobile app while designing the merchant web application and administration dashboard to support merchants and internal operations.
UNDERSTANDING THE EXPERIENCE
Before proposing solutions, I wanted to understand why users were disengaging with the platform instead of assuming visual improvements alone would solve the problem.
To validate our assumptions, I combined multiple research methods:
Reviewed existing analytics and customer support reports
Conducted a heuristic evaluation of the current application
Interviewed 12 users across different age groups and shopping behaviors
Worked closely with stakeholders to understand business objectives and recurring customer concerns
Although participants represented different demographics, their feedback consistently pointed toward the same underlying issues.
WHAT WE LEARNED
Rather than listing every finding, I synthesized the research into three opportunities that would shape the redesign.
LOYALTY MANAGEMENT FELT FREGEMENTED
Users frequently participated in multiple loyalty programs but struggled to understand where their points were stored, what rewards were available, and how to redeem them efficiently. Managing loyalty required navigating between several disconnected sections of the application.
USERS LACKED CONFIDENCE WHEN REDEEMING REWARDS
Participants wanted greater transparency before spending their accumulated points. Unclear reward values and limited supporting information reduced trust and caused hesitation during redemption.
SIMPLICITY MATTERED MORE THAN ADDITIONAL FEATURES.
Users appreciated Pocket MM's vision, but the growing number of features created visual clutter and inconsistent navigation. Instead of asking for more functionality, users consistently wanted a cleaner and more intuitive experience.
FROM INSIGHTS TO PRODUCT STRATEGY
Rather than redesigning every screen, I prioritized the parts of the product that had the greatest influence on the overall loyalty journey. The redesign focused on three strategic objectives:
CREATE A CENTRALIZED LOYALTY EXPERIENCE
Bring reward-related actions into one place so users can easily manage their loyalty activities.
BUILD CONFIDENCE THROUGHOUT REDEMPTION
Increase transparency and trust before users commit to redeeming rewards.
SIMPLIFY NAVIGATION ACROSS THE PRODUCT
Reduce unnecessary complexity and improve discoverability without removing functionality.
TEAMS COLLABORATIONS
The redesign was shaped through continuous collaboration with product stakeholders and engineering teams to balance business objectives with technical feasibility.
Regular design reviews ensured proposed solutions aligned with implementation constraints while supporting the long-term product vision.
PRIORITIZING WHAT MATTERS
While the research uncovered multiple opportunities, it wasn't feasible to address everything within the project timeline. Through stakeholder discussions, we prioritized improvements that would have the greatest impact on the core loyalty journey: onboarding, centralizing reward management, simplifying redemption and improving navigation. Features such as personalization and membership progression were identified as future opportunities.
CORSS-FUNCTIONAL COLLABORATION
I worked closely with product stakeholders to align user needs with business objectives and regularly reviewed designs with development team to ensure solutions were practical to implement. These discussions helped refine interaction patterns, prioritize high-impact features, and establish a scalable foundation for future enhancements.
IMPROVING THE OVERALL EXPERIENCE
Beyond individual features, the redesign established a more consistent visual language across the application.
The interface was redesigned to improve:
Visual hierarchy
UI component consistency
Navigation clarity
Typography
Accessibility
Rather than introducing unnecessary visual complexity, every design decision aimed to reduce cognitive load while improving accessibility.
DESIGNING BEYOND THE CUSTOMER EXPERIENCE
While redesigning the customer experience was the primary objective, a successful loyalty platform also depends on the tools that support merchants and internal operations.
Alongside the mobile redesign, I designed two complementary web applications that power the Pocket MM ecosystem.
MERCHANT PORTAL
The merchant portal was designed from the ground up to streamline in-store loyalty operations. It enables merchants to validate reward redemptions by scanning customer QR codes, manually award loyalty points, and issue coupons or rewards based on customer spending. These workflows reduce operational effort while ensuring a consistent redemption experience across participating merchants.
ADMIN DASHBOARD
I also designed the administration dashboard used by internal teams to manage the platform. The dashboard provides centralized tools to configure campaigns, define reward rules, manage memberships, manage merchant, and monitor customer reward redemptions, enabling efficient day-to-day platform management.
THE LAUNCH AND IMPACT
By early-2024, the redesigned Pocket MM experience was launched, transforming a loyalty platform into a more seamless and engaging ecosystem. Through centralized reward management, streamlined customer journeys, and improved transparency, the redesign made it easier for users to discover, understand, and benefit from the platform while creating a scalable foundation for future growth.
FUTURE GROWTH
The architecture was intentionally designed to accommodate new merchants, campaigns, reward categories, and membership experiences as the platform continues to expand.
KEY METRICS
200K+
60K+
33%
50+
REFLECTION
This project challenged me to look beyond interface improvements and focus on the underlying experience that drives user engagement.
While the original objective was to improve usability, the research revealed that users weren't asking for more features, they wanted a product that was easier to understand, easier to trust, and easier to navigate.
By grounding every design decision in research and aligning closely with business goals, the redesign transformed Pocket MM from a collection of loyalty features into a more cohesive product experience that better supports both users and future platform growth.
