Digiclub originally operated as a separate loyalty site, adding unnecessary complexity to how customers earned and redeemed rewards. The disjointed flow created confusion, limited visibility of benefits, and slowed development efforts.

I led the UX transition to bring Digiclub fully inside Digikala’s main platform, ensuring reward opportunities surfaced directly throughout the shopping journey. To increase motivation and engagement, we enhanced the offering with interactive missions and rewarding activities tied to real shopping behavior.

By removing fragmentation and introducing clear incentives, Digiclub matured into a loyalty experience that encouraged repeat usage and strengthened customer relationships.

Impact

• Active users grew from 20K → 2M+ following platform integration

• Engagement increased through well-designed gamification and mission mechanics

• Account and reward management became significantly easier to use

• Stronger ties to the purchase flow drove improved retention and repeat orders