LOMR · Loyalty platform for brands
Cordy Loyalty Program
A loyalty platform built to be rebranded
Cordy CRM lets a business run points, rewards, coupons, missions and member tiers on LINE and mobile web, styled in its own brand. Charmiss Club is one of the brands running on it today.
The Problem
Brands want loyal customers, but a loyalty program usually means a custom build, or an off-the-shelf app that looks nothing like the brand.
The Solution
Cordy: a ready-made loyalty platform with modular features and brand theming, set up in days instead of months.
Background
Two audiences in one product
A typical Cordy customer is a brand like a beauty label that wants its regulars to come back. Its customers already talk to it on LINE, but purchases, points and coupons live in different places, and building an app from scratch would take months.
Cordy has two sets of users. Businesses buy and run it, from a single shop to a company with many branches and brands. Members use it to earn points and claim rewards. Every screen had to make sense to both.
"Rewards and coupons are one system in the back end, but we split them in the front end so members find what they want."Cordy product decision
As the sole designer on the proof of concept, I set out to align the team on target customers, requirements and key features for sale, present ideas to every stakeholder, and deliver the user journey, sitemap and UI for both the member front end and the back office.
Research
Who buys it, and who uses it
I mapped both sides of the market: the businesses that pay for the system, and the people who use it at the counter or on their phone.
Business customers: enterprise versus small business
Enterprise
Many branches or brands, online and offline, a large customer base with segments. Needs a customizable system that connects to POS, CRM and ERP.
Small business
A single shop that sells mainly online or offline, with a smaller base and no complex segments. Needs something easy that's quick to set up.
How they buy
Sales-less: an ad leads to a sales page, a one-month free trial with guided onboarding, then a package and payment by card or QR.
How we earn
Monthly or yearly subscriptions, plus prepaid credit that can only be used inside the platform.
Members: four kinds of loyalty
On the member side, I defined four types by what keeps them coming back.
Promotion hunters
Chase deals and discounts and like having many offers in one place. Need promotions, coupons and rewards.
Regular customers
Buy again from shops they trust and value member perks. Need points that are effortless to earn and tier benefits.
Point collectors
Enjoy collecting points and unlocking achievements. Need missions and challenges that feel interactive.
Travelers
Collect points from trips and stays. Need perks from hotel, airline and restaurant partners.
Define
Who we designed for
Regulars are the reason a brand pays for loyalty. If earning points takes effort every time they buy, they simply stop.
Primary persona: the regular customer
Regular customer of a favorite brand
Buys again and again from the same shop, and chooses brands that reward long-term members.
Goal
Get member-only perks without extra work at every purchase.
Frustrations
Collecting points by hand each visit, and perks that are hard to find or understand.
How might we...
- How might we make earning points take almost no effort?
- How might we let each brand pick only the features it needs?
- How might we make one product look like it was built for every brand?
- How might we help a small shop set up loyalty in days, not months?
Ideation
Turning needs into modules
Instead of one fixed app, Cordy became a set of modules a business switches on: earning, redeeming, coupons, missions, member tiers, a dashboard, reports, pre-orders on LINE OA, and brand theming.
Pain points and what we built
Pain point
Earning points takes effort at every purchase.
Feature
Earn by receipt number, QR, code, an AI receipt photo, online shops or mobile banking.
Pain point
Every business is different.
Feature
Choose a tier system or simple points, and only the earning methods that fit.
Pain point
Points alone get boring.
Feature
Missions that pay coins, kept separate from points, for set rewards.
Information Architecture
Members reach Cordy through a LINE OA rich menu or a mobile browser. The back office follows the modules: Dashboard, Member, Member Tier Level, Reward, Coupon, Mission and Campaign, Theme and Content, Report and Analytics, Settings and Support.
Design
One product, many brands
The member home comes in three themes, Minimal, Functional and Mix, each in a non-tier and a tier version. On top of that, a brand changes four things to make it its own.
What a brand can customize
- Brand color: one brand color carries through cards, buttons and highlights.
- Logo and tier icons: the brand logo for non-tier programs, or an icon for each tier level.
- Background: a custom background image behind the home screen.
- Member card: card themes in the brand color, or a custom card image.
Key Flows
From the member's phone to the brand's back office
Each flow had a front end for members and a matching screen for the business that runs it.
Join through LINE
Members sign in or register with LINE in one tap and land on a home that shows their points first.
Earn points
Members add points by receipt number, QR code or a photo of the receipt, or link online shops so points arrive on their own.
Redeem rewards and coupons
Rewards and coupons sit in separate sections on the home screen, each card showing what it costs and what you get.
Create a reward in the back office
Admins see every reward with its status and redemptions, and preview a new reward as members will see it before publishing.
Theme it for the brand
The same three themes work with or without member tiers, so a brand can start simple and add tiers later.
Results
From proof of concept to brands running on it
The POC gave sales and engineering one shared picture: who Cordy is for, which features matter, and how front end and back office fit together. It also became the packages Cordy sells, Starter, Standard and Pro, each adding modules. Today Charmiss runs its member club, Charmiss Club, on Cordy with LINE sign-in and its own pink theme.
"Let customers choose only the earning methods that fit their business."Cordy product principle
Final Thoughts
Building Cordy as modules let the same product work for a single shop and for a company with many brands.
What I learned: In a B2B2C product, every screen has two customers. A feature only works if the member enjoys it and the business can set it up without help.
Next steps: Finish the earning flows for online shops and mobile banking, connect to POS, CRM and ERP for enterprise brands, and add partner perks for travelers.
What I'm most proud of: Charmiss Club. It runs in Charmiss's own colors, but it's built from the same themes and modules any other brand would get.
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