Fevicol Champions Club (FCC)

Step-1

Business Goals

The primary objective was to redesign the FCC mobile experience to improve engagement, simplify loyalty workflows, and create a more accessible experience for contractors, carpenters, and semi-technical users across different regions.

• Drive app growth & adoption
• Boost conversion & reward redemption
• Enhance user experience & navigation
• Improve visibility of rewards & value
• Build trust & brand engagement
• Scale consistent multi-app experience

Step-2

Research & Insights

Through field studies, stakeholder discussions, and user interviews, we identified multiple usability issues impacting engagement and loyalty participation among contractors and carpenters.

• Users struggled to understand reward systems
• Navigation felt confusing and inconsistent
• Redemption workflows lacked transparency
• Trust issues reduced redemption confidence
• Older users required simplified interfaces
• Visual-first interactions improved usability significantly

Step-3

User Interviews

Conducted in-person user interviews with contractors, carpenters, and retailers to understand real-world usability challenges, reward expectations, and mobile interaction behaviors.

Step-4

Problem Breakdown

• Low adoption due to poor app experience
• Difficult reward redemption journeys
• Inconsistent user experience across apps
• Poor visibility into rewards and points
• Limited accessibility for older user groups

Step-5

Ideation & Strategy

The design strategy focused on simplifying critical reward journeys while creating an engaging, multilingual, and trust-driven mobile experience optimized for real-world usability.

• Simplified onboarding and reward flows
• Introduced multilingual experiences
• Focused on larger touch-friendly interactions
• Improved reward visibility and transparency
• Standardized scalable design components

Step-6

Design Exploration

• Explored multiple reward dashboard flows
• Created visually rich and intuitive interfaces
• Optimized mobile navigation structures
• Refined flows based on usability testing
• Transitioned to high-fidelity enterprise-ready UI

Step-7

Low Fidelity Wireframes

Created low-fidelity mobile wireframes to validate onboarding journeys, reward redemption flows, dashboard usability, and transaction experiences before moving into final UI execution.

Step-8

Final Solution

The redesigned FCC platform delivered a more intuitive, trustworthy, and scalable rewards ecosystem that improved redemption clarity, engagement, and overall usability for contractors and carpenters.

• Simplified reward redemption journeys
• Improved onboarding and navigation experiences
• Enhanced multilingual accessibility
• Increased visibility into rewards and points
• Created scalable design systems for future growth

Step-9

High Fidelity Screens

Below are some of the key mobile experiences designed for FCC including onboarding, reward systems, dashboards, transactions, QR workflows, profile management, and redemption journeys.

Business Impact

My Contribution

Leadership & Collaboration

Worked closely with product managers, business stakeholders, developers, and field teams throughout the project lifecycle to ensure the platform aligned with both business objectives and real-world usability requirements.

• Led end-to-end product design process
• Conducted user interviews and field observations
• Simplified critical reward workflows
• Built scalable mobile design systems
• Collaborated closely with developers during implementation
• Conducted usability testing and validation reviews

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