Case · 2023
Lança Perfume
A gamified mobile app blending e-commerce and loyalty for Lança Perfume.
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 go beyond 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.
01
Key challenges
Integrate two 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 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 main design challenge was a seamless UI where these disparate technologies felt like a single, cohesive ecosystem, 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?
02
Onboarding
The onboarding flow was designed to make a striking first impression right from the start. We introduced a UI inspired by dating apps, where the user experiences a delightful "match" moment that reveals their loyalty tier. This unexpected, gamified touchpoint sets the stage for the engaging journey ahead.
03
The infinite home
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 let users browse items within that group. This created a continuous, feed-like discovery experience that felt natural and engaging to use.
04
Personal Stylist
A standout feature of the loyalty program was the Personal Stylist. With another familiar swipe-based interaction, users could curate their preferences by swiping through different outfits. The app analyzed these choices against the seven universal fashion styles to build a unique profile. Crucially, this data was routed to Lança Perfume's in-house fashion experts, bridging digital gamification and premium, human-led customer service.
05
Learnings
Designing Lança Perfume's app was a delicate dance between brand consistency, UX best practices and technical challenges. In the end, we pieced everything together as a team, while I led the integration of many third-party services within the brand and kept UX patterns and behaviors as tight as possible. The result is a delightful, gamified shopping experience that brings customers and brand closer, creating meaningful relationships and a true understanding of customers' preferences.
Thank you for reading
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