UI + UX // BRAND DEVELOPMENT // RESPONSIVE WEB DESIGN

Driving 98% user growth with a mobile-first loyalty platform

Project role:

Project summary

Goal

To redesign Polypipe’s underperforming loyalty scheme into an engaging, user-friendly digital experience that encouraged repeat purchases, increased customer loyalty, and strengthened brand connection.

Contribution

As Lead Designer, I worked closely with the project manager and Polypipe marketing team to conduct a UX audit, define user personas, and create a two part digital solution: a high-converting campaign website and a custom-built rewards platform with an app-like interface.

Achievements

Improved mobile engagement and user satisfaction.
Delivered a responsive, accessible platform aligned with a refreshed brand identity.
Created an app-style experience within budget limitations.
Strengthened brand recall and loyalty through visual storytelling.
Verified design consistency across devices using BrowserStack.

Client

Polypipe

Polypipe Perks Campaign

Key skills

UX Research
Persona development
Wireframing & prototyping
UI & visual design
Responsive web design
Accessibility (WCAG)
Conversion optimisation
Brand application
Device testing

Software

Adobe XD
Adobe Photoshop
Browserstack
Wordpress
Trello
Poptin

Performance facts & figures

800+

New active accounts in Q1

450+

Claimed perks in Q1

98%

growth in platform users

The process

UX audit & research

I kicked off the project with a detailed UX audit to identify why the original loyalty scheme wasn’t performing. The analysis revealed outdated visuals, confusing navigation, low accessibility, and poor mobile usability — key issues for an audience primarily on the move.

{UX AUDIT HIGHLIGHTS & OLD HOMEPAGE}

Target personas

To ensure the redesign met user needs, I developed detailed personas based on Polypipe’s target audience — plumbers and heating engineers purchasing through national merchants.

These guided design decisions and ensured the new experience was simple, rewarding, and easy to use.

{PERSONAL PROFILES & SITEMAPS)

Two-part digital solution

Based on user insights and budget considerations, the project evolved into two interconnected parts:

Campaign Website – Designed to convert. It introduced the scheme, showcased rewards, and encouraged sign-ups through clear CTAs and benefit-driven messaging. Exit intent functionality was implemented to reduce drop-off and capture interest before users left the page.
Perks Platform – A custom WordPress system that mimicked the usability of an app. Once signed in, users could upload invoices, track points, and redeem rewards through an app-like, mobile-first interface.

Campaign website and Perks platform}.png

{CAMPAIGN WEBSITE & PERKS REWARDS CATALOGUE)

Design, branding & testing

Working closely with the new Polypipe rebrand, I extended the identity across the campaign and platform. Custom graphics, iconography, and playful brand elements brought the scheme to life. Accessibility and usability were considered from the outset, ensuring WCAG compliance. Finally, I tested designs across multiple devices and browsers using BrowserStack to ensure a consistent experience for all users.

{CUSTOM GRAPHICS}

The result

A seamless, app-like experience

The final platform delivered an intuitive, mobile-first experience for users to manage rewards quickly and easily.

The app-style interface achieved the desired usability within a browser-based system — a cost-effective, engaging solution.

{MOBILE DASHBOARD & REWARDS SCREENS}

High-converting campaign website

The promotional website clearly communicated key benefits and made joining effortless. Exit intent helped recover potential drop-offs and boosted overall conversions, making the campaign more efficient and user-focused.

{CAMPAIGN LANDING PAGE & SIGN UP}

Measurable impact

The redesign delivered tangible, data-backed results that demonstrated the success of the new platform and campaign:

98% increase in user growth following launch.
800+ new active accounts created in the first quarter.
450+ perks claimed in Q1 alone.
Noticeable reduction in bounce rate through stronger UX and exit-intent functionality.
Consistent, high-quality experience verified across devices and browsers using BrowserStack.

The new platform not only revitalised engagement but also positioned Polypipe as a brand that genuinely rewards and connects with its installer community.