During my time at CWI, I partnered with the Lança Perfume team to design a new mobile app that seamlessly merged e-commerce with a robust loyalty program. Recognizing their highly dedicated customer base, the brand wanted to transcend a standard transactional storefront. We designed an integrated, gamified ecosystem that rewarded users not just for purchases, but for active engagement—featuring interactive style quizzes, an experience point (XP) system, and direct access to a Personal Stylist.

Integrate 2 Vastly Different Experiences: While standard e-commerce design patterns are well-established, our core challenge was architectural: how do we seamlessly blend a frictionless, conversion-centric shopping flow with a gamified loyalty ecosystem? The goal was to deliver a premium, visually stunning interface where buying products and earning rewards felt like one fluid, unified experience.

Technical Implementation: Delivering this feature-rich experience required integrating a complex stack of new third-party tools alongside Lança Perfume’s legacy systems. The primary design challenge was to architect a seamless UI where these disparate technologies felt like a single, cohesive ecosystem, perfectly aligned with the brand's premium identity.

Gamify With Intention: It’s not just levels and experience points, how would we create a gamified experience that was creative, beautiful and fun to use.

The onboarding flow was designed to make a striking first impression right out of the gate. We introduced a UI inspired by dating apps, where the user experiences a delightful 'match' moment to reveal their loyalty tier. This unexpected, gamified touchpoint immediately sets the stage for the highly engaging journey ahead.

The app’s homepage featured an 'infinite' multidirectional grid of products, promotions, and curated collections. Each vertical row represented a distinct category, while horizontal swiping allowed users to seamlessly browse items within that group. This created a continuous, feed-like discovery experience that felt incredibly natural and engaging to use.

A standout feature of the loyalty program was the Personal Stylist. Leveraging another familiar swipe-based interaction, users could intuitively curate their preferences by swiping on different outfits. The app analyzed these choices against the seven universal fashion styles to build a unique user profile. Crucially, this rich data was seamlessly routed to Lança Perfume's in-house fashion experts, bridging the gap between digital gamification and premium, human-led customer service.

Designing Lança Perfume's app was a delicate dance between brand consistency, best UX practices and technical challenges. In the end, we managed to piece everything together as a team, while I spearheaded the accommodation of many third party services within the brand, and kept UX patterns and behaviors as tight as possible.

The end result is a delightful, gamified shopping experience that brings customers and brand closer, creating meaningful relationships and true understanding of customer's preferences.

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