Case Study
Taking a loyalty and membership platform from zero to one for eCommerce brands.
Challenge
Most loyalty programs are still built around points that customers rarely redeem and brands rarely benefit from. Inveterate's founder, Dylan Whitman, wanted to replace that model entirely with a premium membership program, closer to Amazon Prime, built specifically for independent eCommerce brands.
The platform had to work for two very different audiences at once: self-serve merchants who wanted to launch a program in a few clicks, and larger enterprise brands who needed a white-glove build with full control over pricing, benefits, and branding. Same product, two very different comfort levels with software.
I led design on the platform end to end, working directly with Inveterate's product team to take the idea from a raw concept to something merchants could actually run their business on.
Approach
We started by mapping out every place the platform needed to bend: a merchant setting up their first program in an afternoon, and an enterprise brand customizing every touchpoint of theirs. That split shaped almost every decision that followed, from the design system down to how a single benefit gets configured.
Solution
Most B2B platforms play it safe. Inveterate wanted the opposite: a bold, irreverent identity that felt more like a consumer brand than backend software. We adopted their existing brand system and built a design language, logo, color system, and UI kit that carried that same attitude everywhere within the product for a cohesive and consistent merchant experience.
Merchants needed a single place to actually understand their program: who signed up, how much they've spent, what's selling, where churn is happening. We designed a unified data dashboard that pulls the entire membership lifecycle into a few clear views, so a decision that used to take a spreadsheet takes a glance instead.
The value of a membership program comes down to what's actually inside it. We designed a library of benefits, exclusive drops, tiered discounts, expedited shipping, referrals, store credit, each built as a modular, tiered add-on so merchants could shape a program around their own customers instead of a fixed template.
Merchants needed to make sense of their own customer and sales data: conversion rates, churn, average order value by category, and more. None of it was useful scattered across spreadsheets.
We built a suite of data tools directly into the platform, giving merchants one complete picture of how their program was performing, from a historical view of year-to-date sales down to which products were selling today.
At the center of the platform is the builder: the tool merchants actually use to stand up a program. We designed it for real flexibility (tiered pricing, benefit activation, a custom landing page) so a brand could either launch fast through self-service or work hand-in-hand with Inveterate's team for a fully white-glove build.
"It's rare to find a design partner who can take a raw idea with a very specific and unique vision, yet turn out a beautiful user experience that can support both our self service and enterprise customers. Every element provided by the Nessa team was purpose-driven towards providing a frictionless experience for our users, but more importantly, a scalable one."Andy Muntean, Head of Product at Inveterate
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