Website redesign
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SaaS
“I had the pleasure of working with Syed during a website development project. Throughout our engagement Syed was both responsive and forward thinking in his approach to our brief. As a client I was impressed with both his deliverables and the diligent manner the project was handled. I would happily work with Syed again, and would certainly recommend as an asset to any team.”
Tim Silbermann
Co-Founder, RWRD
01/ Summary
Headquarters
London, UK
Industry
Nursery and School
Product
SaaS
RWRD is an award-winning platform that connects the independent coffee community, offering rewards for both customers and baristas.
By leveraging innovative loyalty programs, engaging marketing tools, and cashless tipping options, RWRD enhances the coffee experience.
With a seamless digital solution, customers can collect stamps, while coffee shops benefit from customised marketing campaigns and in-app tipping.
Services
Competitive analysis
User personas
Information Architecture
Brand Strategy
Design system
Wireframes
User interface design
Mobile interface design
Outcome
Through our strategic approach, RWRD achieved remarkable outcomes.
With 93 new customers and a total customer base increase of 12%, we successfully reshaped the customer journeys, ensuring a clear path to conversion.
Our optimised experience, blending video, illustrations, and images, fostered a sense of community, empowering independent coffee shops to thrive and be recognised.
This scalable solution amplified inbound customer acquisitions and maximised conversions.
02/ Understanding the business
Knowing everything about brand and their business
Brand story
At RWRD, Tim and Miles joined forces to tackle the challenge of lost paper loyalty stamp cards.
Their aim was to provide a convenient solution for coffee consumers by offering an app that not only helped them discover local coffee shops but also tracked their loyalty stamps and allowed them to redeem free coffee.
For small coffee shops, RWRD offered access to a vast network of over 60,000 coffee drinkers who used the app, along with the opportunity to send targeted promotional messages to customers who earned stamps at their establishments.
Mission
Our mission at RWRD is to connect the coffee community on a global scale, granting them the visibility and voice they truly deserve.
We continuously innovate in the rewards space for independent businesses, empowering merchants to engage with and understand their customers through our award-winning platform.
“
The website should clearly tell the brand story.
—
Miles, Co-Founder - RWRD
03/ The problem
Lack of B2B Focus
The website's messaging did not effectively communicate the benefits of engaging with RWRD to coffee shop owners and other B2B buyers.
There was a need to shift the focus towards highlighting the value of associating with the RWRD platform.
Ineffective Inbound Traffic Optimization
The existing website was not properly optimised to attract and convert inbound traffic.
As a result, RWRD relied heavily on outbound sales efforts, which incurred a relatively high cost per acquisition, to expand its network of locations.
04/ The solution
We strategised RWRD's communication, optimised for conversions, and increased customer acquisitions.
A detailed information architecture
To ensure a seamless user experience, we conducted a thorough analysis of each section of the website, defining their purpose and relationships. With a well-defined information architecture, we crafted concise structure for wireframes.
This facilitated effective communication with the client and served as a reliable point of reference throughout the project.
User persona
Defined target audience with two personas: Coffee shop owner and Mobile loyalty card user.
This helped us defining our target audience.
User journey map
Optimised B2B and B2C customer journeys, addressing pain points and streamlining the path to conversion.
This helped us with enhanced client communication and feedback, establishing a reliable source of truth for the project.
Low-fidelity wireframes
Creating low-fidelity wireframes facilitated idea articulation and design exploration,
This enabled us to visualise concepts and define the direction of the design.
High-fidelity prototypes
By creating high-fidelity prototypes, we ensured that our designs were closely aligned with the business goals.
This allowed us to present realistic and interactive representations of the final product, enhancing client understanding and decision-making.
05/ Outcome
The outcome of our work with RWRD is remarkable. With a 12% increase in the total number of customers and 93 new acquisitions, we successfully reshaped the B2B and B2C customer journeys, optimising for conversions and scaling inbound customer acquisitions.
Through engaging video content, captivating illustrations, and authentic imagery, we fostered a sense of community and elevated independent coffee shops to new heights.
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