GULF APP LAUNCH: Loyalty Activation Strategy
Challenge
Gulf launched its first loyalty app in Brazil aiming to build a direct digital relationship with customers while driving user acquisition, activation, and early retention. The challenge was converting users into active participants in the ecosystem and reducing drop-off across the activation funnel.
Company
Gulf Oil Brasil
Role
Product Designer
Service
Product Design · UX/UI Design · Activation Strategy
Year
2024
Collaboration
Worked closely with Marketing, Growth, and Product teams to align UX decisions with acquisition and engagement goals.
ABOUT THE PROJECT
Resolution
I contributed to the design of the activation journey and mobile experience, aligning product design with a broader go-to-market strategy. Through analysis of user motivations and loyalty behaviors, I identified key engagement drivers: rewards, experiences and educational content. I helped define a growth-oriented UX strategy focused on: onboarding optimisation, value proposition clarity and engagement triggers.
The experience translated Gulf’s positioning into a performance-driven loyalty ecosystem, improving perceived value and user motivation.
Prioritizing value-driven onboarding over feature-heavy flows to reduce friction and improve activation rate.
Enabled a structured activation funnel, supporting conversion from acquisition to active usage.
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Reached 10k+ user registrations
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Achieved 30% active usage within 60 days
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Improved activation and early engagement
Impact
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Research: behavioral analysis + audience insights
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Insights: identification of key engagement drivers (rewards, experiences, content)
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Strategy: definition of activation funnel and engagement loops
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Design: onboarding and engagement experiences focused on conversion and retention
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Collaboration: alignment with marketing and growth teams to support go-to-market execution
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Iteration: optimisation based on early usage signals
Method
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Contributed to product strategy and activation design
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Designed key UX flows for onboarding and engagement
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Collaborated with marketing and growth teams
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Supported go-to-market execution
My role
