DIRECTV wanted to reward loyal customers with a digital experience that felt engaging and accessible. The challenge was creating a consumer loyalty app that balanced usability, accessibility, and consistency across a large customer base.
To solve this, I collaborated on user flows and wireframes, built a scalable design system, and delivered high-fidelity prototypes that met WCAG accessibility standards. I partnered closely with developers, guided usability testing, and played a key role in aligning cross-functional teams. I also led presentations with stakeholders to ensure the design direction supported both user needs and business goals.
I started by mapping out user flows to identify the key moments where customers would engage with the loyalty program. This helped clarify pain points—like confusing sign-up steps and unclear reward redemption—and gave the team a shared view of the journey.
From there, I created low-fidelity wireframes to quickly test layout ideas and streamline the experience before moving into high-fidelity design. These early explorations allowed us to validate navigation patterns, simplify task flows, and align stakeholders on the overall structure of the app.
To ensure consistency and efficiency, I built a design system with reusable components, character styles, and a defined color palette. I also referenced DIRECTV’s existing website design system to keep the app aligned with their established brand while tailoring it for this related application.
By documenting usage guidelines and collaborating closely with developers, I made sure the system translated seamlessly into production, supporting accessibility and reducing ambiguity across teams.
With the design system in place, I brought the app to life through polished screens that combined components, colors, typography, and photography into a cohesive experience. The final designs emphasized clarity, accessibility, and brand alignment, ensuring users could easily explore rewards while DIRECTV maintained a consistent identity across platforms.
