I started by understanding how the platform works and the value it provides to users. My focus was on value-driven design from the very beginning. I gathered data and available metrics to help identify patterns and pain points. First, I aimed to understand the users' perspectives by mapping out the types of personas we are dealing with and outlining the user journey on the activities page.

I analyzed heat maps, gaze plots, and focus maps to assess whether the activities page aligns with our objectives. I also conducted a competitive analysis to see how others attract and retain users within the loyalty program space, which provided me with valuable direction.

With all the collected feedback and insights, I crafted a vision that served as a guiding principle for my decisions. I then drafted the initial version of the concept and presented it to stakeholders and product managers, ensuring it aligned with the business vision. Finally, I iterated on the concept based on their feedback and came up with the final version.