Context:
Azki is the leading insurance aggregator in Iran.
We help users compare prices, understand what they buy, and complete insurance fully online.

Story:
Azki Club is a loyalty program designed to increase engagement and retention.
The goal was to make the experience fun, emotional, and rewarding — users earn points, badges, and prizes by completing missions or playing games.
They can join raffles, redeem partner coupons, or donate points to charity, making loyalty both valuable and meaningful.

My Role:
Product Designer — End-to-End (Research, UX, UI, Data, Testing, Handoff)

Platform:
Web + Mobile Web

Timeline:
7 months (3.5 months design — 3.5 months development)

Team:
PM, Dev Team, QA, EDM, Data Analyst, UX Writer, Visual Designer, Design System Manager

User Segment:
All Azki users who purchase insurance online

Business Goals:
– Boost retention and engagement
– Encourage repeated purchases
– Build emotional connection with users

Problem:
The old loyalty system was confusing and uninspiring.
Users didn’t understand how to earn or use points and had no motivation to return or explore other products.

Constraints:
– Follow existing APIs and user flow
– Design system and technical limitations
– Alignment with marketing for a unified experience

Research Methods:
– Heatmaps & dead-click review (Microsoft Clarity)
– Stakeholder interviews
– Competitor benchmarking
– Heuristic evaluation (Before redesign)
– Usability testing (Redesigned version — before launch)

Solution:
We designed a gamified, clear, and scalable loyalty system:
Missions & Games: earn points through interactive actions
Badges: visual progress and motivation
Raffles & Rewards: use points for prizes or partner discounts
Charity donations: emotional engagement through social good

Outcome:
+18% order frequency
+63% return rate
+0.7% AOV
+9% product diversity
5× profile completions
Azki Club turned loyalty into a fun, emotional, and measurable experience, aligning user motivation with business goals.