VIP Program
VIP Program
Product Design, UI/UX
Product Design, UI/UX
2025
2025
One of the most important sections on the platform, yet the loyalty program felt flat, confusing, and completely disconnected from the excitement of the product.
A competitive redesign chosen over multiple proposals, introducing a gamified gem-based visual system aligned with the Palms 2.0 direction.
VIP Program
Product Design, UI/UX
2025
One of the most important sections on the platform, yet the loyalty program felt flat, confusing, and completely disconnected from the excitement of the product.
A competitive redesign chosen over multiple proposals, introducing a gamified gem-based visual system aligned with the Palms 2.0 direction.
Overview
A program that forgot it was supposed to be exciting.
No clear hierarchy, no readable tier structure, no sense of progression. For a system built to motivate players, it communicated almost nothing.
The Problem
Functional but forgettable.
Players could not identify their tier, track progress, or feel motivated to engage. The previous design showed no understanding of user psychology or basic design principles.
My Role
UI/UX Designer
I owned the visual direction, component design, and prototyping end to end. My proposal was selected by stakeholders over competing submissions from other designers.
Design Direction
Designed for the feeling of winning.
Casino players respond to color and visual reward. Drawing from gamified systems like League of Legends, I introduced a gem-based aesthetic giving each tier its own identity. Bold by design, because the audience expected excitement.
Key Screens
The system in detail.
The loyalty page shows tier status and XP progress at a glance. The Essence Shop surfaces rewards in a scannable, visually rich format. Each tier feels distinct while staying consistent within the system.
Outcome
Chosen, refined, and shipped.
My version was selected over competing proposals. Minor adjustments were made to align with Palms 2.0, the gem currency became a gold coin and some effects were simplified. It is always better to have things to remove than to wonder what to add.
Overview
The Problem
My Role
Design Decision
Key Screens
Outcome
Overview
A system built for an entire operation.
The platform needed to serve multiple user types simultaneously, fleet managers, drivers, and accountants, each with completely different needs and workflows. The challenge was organising complex logistics data into something clear and usable.
The Challenge
Too much information, not enough structure.
The existing workflow was manual and fragmented. Load tracking, driver assignments, damage reports, and invoicing were all handled separately. Everything needed to live in one place without overwhelming the people using it.
My Role
Sole designer from brief to handoff.
I was the only designer on the project. Working directly with company management, I handled everything from initial wireframes and user flow logic through to final high-fidelity screens and developer handoff.
Key Screens
Multiple roles, one coherent system.
The platform covers five core modules. The main dashboard gives management a real-time overview of loads, marketplace activity, and pending documents. The load detail view organises complex per-load data including chassis numbers, addresses, pricing, and document status. The driver-facing view shows assigned loads clearly. The damage reporting flow handles incident logging and tracking. The accountancy module manages invoices and outstanding payments.
Design Decisions
Clarity over completeness.
With this volume of data the biggest risk was overwhelming users. Every screen was designed around a single primary action and a clear information hierarchy. The hexagonal visual motif from the Ilan Transport brand was used consistently as a decorative element to give the platform a distinct identity without adding UI complexity.
Outcome
Delivered, handed off, and in use.
The full platform was designed and handed off to development within the agreed timeline. As a sole freelance designer working alongside full-time employment, this project demonstrated the ability to manage a complex product brief independently from start to finish.
