Prathyusha Sajja – Loyalty & Ticket Management

Project Overview

Overview

Infra.Market’s Elevate is a loyalty and ticket management app designed for influencers and technicians to reward loyalty and resolve service tickets.

Initially, loyalty and ticket management worked as standalone experiences. Later, we launched an end to end solution that combined both into a single platform, aimed at reducing costs, growing user base, drive cross-selling opportunities, and support future scalability.

My Contribution

I led the end-to-end product design process, collaborating with PMs to define features, creating user flows, conceptualizing solutions, designing both UX and visual elements.

I delivered the design hand-offs to the developers and supported user testing, working iteratively through continuous cross-functional collaboration from concept to launch.

Key Results

I established a cohesive UX experience across influencer and dealer loyalty programs within Infra Market BUs, unifying the Elevate experience by integrating ticket management.

18k +

App downloads in the first 6 months of PAN India launch

11 Crores +

Total sales PAN India

Significant increase in sales and user engagement, improved usability

Research

Context

InfraMarket offers a wide range of building materials and lifestyle products through its B2B, retail, and B2C channels. Their product portfolio includes aggregates, concrete, walling solutions, modular kitchens, designer hardware, sanitary ware, electricals, plywood, laminates, and more.

Throughout the lifecycle of a construction project, whether it’s an individual home builders (IHB), residential societies or a corporate contract- influencers like architects, interior designers, contractors, electricians, plumbers, carpenters, painters, masons etc play a key role in driving the IHB’s purchase decisions. InfraMarket aims to build a strong influencer network to promote its branded products and solve post-sales service tickets.

Initial Research

During our UAT of the existing Elevate app(before redesign) I collaborated with our user researcher, we tested with plumbers, electricians, carpenters to understand the current product features, awareness of the loyalty programs and identify any challenges faced. Here are key actionable points:

1. Delay in Gratification

Steps like redundant permissions, confirmation steps and inability to know where the user is in the process made users uncertain of the effort.

2. Clarity of the Reward Value

The reward value is quite abstract and left users unsure. The offering and value proposition can be better.

3. Gamification of the process

Gamifying the process can keep the users engaged and lead to higher sense of accomplishment.

Business Goals

Being fairly new in the market and with expanding growing business, we needed to strengthen the relationship with customers and build a network of influencers who can have the influence to the purchasing decision of the end user. These are our high level goals:

1. End-to-End Loyalty Solution

Facilitating businesses to offer loyalty rewards to influencers based on product sales. Provide clear easy way to scan and earn rewards with every SKU coupon item scanned.

2. Service Ticket Management

For post sales services, allow influencers to resolve service tickets raised by customers.

3. Catalog viewing

Enable influencers to browse and explore product catalogs easily.

4. In the long term

Providing skill development, training programs and technicians can share leads and find job opportunities.

Design Goals

I audited the existing design components and identified accessibility issues, inconsistencies--different versions of the same components, lack of cohesive brand language. To address this, I collaborated with engineering teams to understand their constraints and align on a incremental dev-handoffs. I focused on three key areas of improvement through design solutions:

1. Consistent Design Language

Reusable style guides(themes), design patterns, branding and adaptive components which can be used across IM business units, covering the tone of communication, edge-cases and multiple UI states.

2. Accessibility

Ensuring compliance with accessibility guidelines, including proper color contrast and support for local languages.

3. Documentation

Clearly communicating the design updates with developers and internal stakeholders to maintain shared understanding.

Why Loyalty?

By offering loyalty incentives, InfraMarket can stay competitive while also gaining valuable feedback on product performance in real-world use. This helps us build long term relationships, identify trends, gather recommendations, and better understand customer buying behaviour.

Why Ticket Management?

As Infra Market’s IVAS product sales expands on e-commerce platforms, delivering efficient post-sale services such as installation support and repair requests becomes essential to ensure a seamless customer experience.

Approach

Our Approach

Quick and Incremental - Through product planning sessions we defined the strategy and roadmap, identified key goals for each release. I collaborated with leadership, product and engineering teams for regular feedback, refining the solution, ensuring alignment on a shared vision and outcome.

Over the lifecycle of the project we discovered new opportunities, refined our goals and features addressing inefficiencies, optimizing costs and cross selling.

Phase 1

High level goals

During phase1 we focused on Influencers to engage in our loyalty program by onboarding, scanning a product coupon, earn loyalty points and redeem rewards to provide value to our customers.

Our initial focus will be painters, interior designer who use Shalimar paints and in the later stage extending to Elevate Loyalty for Electricians.

01

An Influencer loyalty app with the ability to scan, earn and redeem loyalty points enhance user satisfaction driving loyalty and engagement.

02

A place to browse and know more about Shalimar Products

03

Develop a scalable foundation and design components that supports current and future solutions across different loyalty programs.

04

Enhancing the current experience based on user testing feedback and introducing new sub features to improve customer engagement and business goals.

Phase 1 - Key Features

Highlights of the app features addressing the high level goals, design language, documentation

Scan. Earn. Redeem.

Initially we explored various ways we could provide delight and instant gratification, during scanning and redeeming points, since there was a tight timeline we aimed for a simple app focused on 5 key flows ensuring future scalability.

Onboarding - A simple onboarding allowing users to choose from 11 local languages, profile details, dealer selection and verifying with OTP.
Scan and earn points - Users can scan the QR or barcode of the product and earn points instantly.
KYC Verification - In order to redeem scanned points, users must link their Aadhaar and UPI ID.
Redeem points - Users can redeem points to money effortlessly to their linked UPI ID.

V1.2

Referrals

In the next release we explored referral programs which can significantly increase user base by turning existing influencers as ambassadors actively promoting Shalimar and Elevate apps.

This referral program rewards both the referrer and referred user for actions like app-downloads, sign-ups and first product scans.

V1.2

Themes & Style Guide

During this version I revamped the colour system to meet accessibility standards, created reusable tokens, themes and components ensuring scalability for current and future solutions. This helped us to create cohesive brand language giving the ability to personalize w.r.t business units.

We later pushed to our mobile design system, which helped other designers implement in their projects and use across Infra Market verticals.

Phase 1 - UAT Testing

User testing

During our pilot launch we tested the app with painters and received positive feedback. They considered the experience to be intuitive and simple. This helped us collect user behaviour insights and address the pain points. UPI linking is one of the flows we worked on after testing with users.

UPI Linking

In case of invalid or unverified UPI ID there is no option to delete the existing UPI ID and add a new one. This would mean users can not redeem points with invalid UPI ID.

I experimented with different approaches like ability to add and remove one or more UPI IDs, suggesting handle names while entering a UPI ID etc. After reviewing with engineering team we zeroed in with the simplest and quick to implement approach covering error and edge case scenarios.

Phase 1 - Impact

In the first 20 days of the launch, there has been around 1 crore points scanned, improved customer retention & engagement

11 Crores +

Total sales PAN India

1.5 Crore +

Points Scanned in the first 20 days of launch

18k +

App downloads in the first 6 months of PAN India launch

“Thanks to Prathyusha for conceptualizing the experience and delivering the design requirements at record pace. Maintaining the balance between Shalimar requirements and parity with the Elevate design was particularly challenging task. Thanks to our design team for understanding the context quickly, spinning up the experience and resolving design requirements with devs as and when needed.”

- Ajitesh Shukla, Senior Engineering Manager

"In the first 20 days of launch, there has been around 1 crore points scanned. We have received good response from the entire sales team for the app and a great work have been performed on the App. We would like to thank entire team for the hard work on making this App. Big kudos to the team."

- Hardik Parikh, Founders Team - Strategy

Phase 2

Why unified experience?

While loyalty and ticket management operated as standalone apps, however in real world scenarios, many users perform both the actions simultaneously. As Infra Market aims to onboard one million influencers, this requires an efficient and unified approach giving an opportunity for influencers and technicians to engage in loyalty programs and resolve service tickets.

For Influencers

- Earn loyalty points from all product categories via a single app.
- Ability to become a freelance technician.

For Technicians

- Ability to solve service tickets efficiently.
- While working on a ticket, they may identify additional purchase opportunities and earn loyalty rewards.

For Infra Market

- Reduce costs, duplication of efforts and operational complexity.
- Scalable across Infra Market’s loyalty programs, easier to onboard new BUs.
- Deliver a streamlined experience for our diverse user base, cross-referral opportunities, ability to engage across multiple product categories driving cross category growth.
- Accurately capture number of onboarded influencers.

High level goals

During phase2, in V2 we focused on delivering a streamlined experience of loyalty programs in a single app and in V3 we focused on unification of loyalty and after sales service ticket management. During V3, I saw an opportunity to improve the ticketing experience UI which can improv the information hierarchy.

01

New users enrolling in a loyalty program mapped to the selected profession

02

Enable influencers and technicians to earn loyalty rewards and resolve service tickets

03

Improve the UI of the ticketing experience

User Flows

Before designing, I mapped out user flows for program enrolment for different scenarios like onboarding, coupon scan, self enrolment for both influencer and technician personas.

Phase 2 - Key Features

Highlights of the app features addressing the high level goals & improved usability

Unified Elevate

A unified app that delivers a holistic experience, making it easy to track and resolve service tickets while simultaneously earning loyalty rewards.

On the homepage users can get a quick overview of their on-going ticket, upcoming tickets, recently resolved tickets, track their loyalty rewards, stay updated on active loyalty programs.

Program Details Page

I designed a flexible and scalable template for loyalty program detail pages, for both enrolled and unenrolled states. Each BU can easily customize the branding, welcome bonuses, coin conversion rates, and special offers, all while maintaining the benefits of a centralized platform.

Enrol in a loyalty program

Users can enrol in a loyalty program in 3 ways. While onboarding, new users can enrol in a recommended program based on their selected profession. Existing users can enrol by scanning a coupon for a new program or by self-enrolling directly from the program page.

Phase 2 - Outcomes

Outcome

Delivered an intuitive and scalable user experience that optimized costs, builds trust, drives user engagement, unlocks cross-selling opportunities and provides trends in repeat purchases.

- Previously, users have to download different apps to access loyalty and resolve tickets. After redesigning the unified experience, users can access both in a single tap effortlessly.
- Stakeholders mentioned the new experience made the platform feel simple, intuitive and trustworthy.
- We created a modular design system that allowed multiple BUs to customize their loyalty program pages without needing to rebuild from scratch, saving design and dev effort across teams.

Reflections

Key Takeaways

What I learned

Working closely with the leadership, Product, Engineering, QA and marketing teams to align on priorities and limitations, while managing stakeholder expectations, helped us maintain a shared vision. This collaborative decision making helped us to launch our app quickly and incrementally. It was the most rewarding part of the project as I had the opportunity to grow my communication and collaboration skills.

Designing a unified experience initially felt complex. But by focusing on the “why,” understanding the “how,” and collaborating closely with the team, I was able to deliver a scalable design system. This experience taught me to approach problems not in isolation, but as opportunities to build flexible, scalable solutions.

If I have more time, I could

Though we focused on meeting business requirements, technical constraints and time limitations, this led us to narrow down the features and simplify the design. If I had more time I would add detailed elements, for example- unique success animations for earning and redeeming coins or resolving a ticket, that could give a sense of gratification and enhance visual storytelling and overall user experience.

I’d like to gather deeper user insights to better understand their needs, identify opportunities to add value, and foster user confidence and advocacy.