project
2025
SmilesMarket
grocery, delivery & rewards · uae
role
product & interface design
a loyalty programmethat learned to shop
Smiles began as a rewards wallet. Market turns it into a full grocery storefront — stores, baskets, delivery and checkout — without losing the points, tiers and vouchers people already came for.
client
smiles · etisalat
scope
shopping & rewards
platform
ios & android
year
2025
browsing a supermarketon a five-inch shelf
one search, every store
products and merchants resolve in the same field, so people never pick a store first.
category-first browse
a visual grid replaces a text menu — faster to scan on a phone, and merchandisable.
offers in the flow
promotions sit inside the shelf rather than in a separate deals tab nobody opens.
progress you canactually see
tiers
Four levels
Beginner through VIP, each with its threshold stated up front instead of hidden in terms.
wallet
Two currencies
Smiles points and eIWallet balance live side by side, switchable from one control.
proof
Running total
Savings to date sit at the top of the screen — the number that makes the tier worth chasing.
every costbefore the tap
Delivery notes, card, promo codes and both point balances are stacked as one legible list, with the full price breakdown — VAT, service, small-order fee — resolved above the button rather than after it.
Points are offered as an alternative amount on the button itself, so paying with rewards never costs an extra screen.
A rounded, low-contrast wordmark sets the tone: friendly rather than transactional. The interface keeps purple for identity and action, and leaves the shelves white — groceries are colourful enough.
Brand
#75438D
Deep
#35034D
Mint
#E2F2F2
Voucher
#F8F1D4
Paper
#FFFFFF
case studycoming soon
The full write-up — research, information architecture and the rewards model — is being written up now.