(Resume)
Andre Sastropranoto
A multidisciplinary designer who embraces ambiguity, and strives for clarity and elegance. His process is led by curiosity, refined by rigor, and driven by a deep desire to make the complex feel intuitive.
(next · the portal)
2025
THE PORTAL
REDIEM
A customizable platform designed for brands that want to build authentic, lasting relationships with their audience, and for members seeking personalized experiences, genuine connection, and alignment with shared values through meaningful, purpose-driven action.
The goal
The portal’s goal is to help brands create engaging, personalized experiences that foster community and build stronger connections with their members.
Alongside my team, I spoke with our brands, analyzed performance metrics, and conducted a personal audit to identify issues with the current user experience and develop potential solutions for improvement.
old design
pain points
low insight
The previous version of the portal couldn’t gather insights about a brand’s members, nor did it allow members to learn more about the brand.
low redemptions
Data showed that redemption rates for order discounts were low, even though members had enough points to redeem them.
transparency
Members were not properly notified or clearly informed about when rewards were available to redeem or when earned rewards were about to expire.
motivation
When members completed an action, there was little incentive to take another because the portal didn’t effectively promote further engagement.
solutions
profile sequence
to create an onboarding flow for loyalty members that helps brands collect zero-party data and create personalized experiences for each individual.
home screen
to Create a screen that brings together key elements from each tab to highlight time-sensitive actions and rewards.
quick discount
to create a quick and frictionless way of redeeming and applying amount and percent discounts straight to the digital cart.
community
to create a unified space where members can share their accomplishments and meaningful moments with the brand and with each other.
brands want to collect zero-party data to better understand their members’ preferences and deliver personalized experiences tailored to each individual’s unique interests.
PROFILE
Profile sequences included multiple-choice, checkbox, and paragraph responses, and gave brands the opportunity to share messages. These responses were used to automatically create member tags that assign unique attributes to each member.
Member tags enabled brands to personalize what actions, challenges, and rewards would show up on a members portal in addition to the zero-party data the brand would collect.
GENERIC ATTRIBUTES
Previously, rewards were only accessible in the Redeem tab. With the introduction of a Home screen, rewards and exciting experiences were brought closer to members.
old design
PRESET AMOUNT
The new Quick Discount section streamlines redemption by presenting members with just three simple amount options.This experience makes it easier for members to decide quickly and apply discounts seamlessly to their next purchase.
CUSTOM AMOUNT
closing remarks
Today, prioritizing efficiency over ownership in the customer's journey may come at the cost of building meaningful relationships. In a landscape where mission alignment, co-creation, personalization and storytelling matter more than every, brands that overlook these elements risk losing the trust and loyalty of their audience.
Genuine relationship building requires a hands on approach. One that values depth over speed, and connection over convenience.
(next · the airspace)
2024
THE AIRSPACE
MOBEUS, RALPH LAUREN
A tailored Airspace marketplace that reflects Ralph Lauren’s brand identity, enhancing customer engagement through hyper-personalized, spatial experiences that resonate with the brand’s heritage and aesthetic while cultivating consumer interaction and loyalty.
Building from the research and discovery, we identified key shopper types, workshopped significant moments in their journeys and outlined their end-to-end experience.
The goal
the airspace's goal is to Create an innovative customer experience design strategy and product design for a fully reimagined Airspace template that transforms existing controls into dynamic, ultra-customized interactions, setting new industry standards for intelligent and engaging customer experiences.
Agile elements
Informative widgets that could expand and shift based on consumer needs and brand storytelling.
Unbound
Creating the sensation of unravelling through space as the consumer progresses in their shopping journey.
Limitless
An expansive space where catalogue, thoughts and interaction outgrows the frame of sight.
directions
PERSONAS
VALUE HUNTER
A smart and resourceful shopper who’s skilled at hunting down the best deals and discounts, but invests significant time and effort to feel confident in each purchase.
LUXURY CONNOISSEUR
A discerning shopper who values curated experiences, but often finds the quality of the experience falls short of the premium price paid.
RESEARCHER
A deliberate shopper who only buys when certain they’ve found the best option, but often struggles to find trustworthy product information or make clear comparisons.
BRAND LOYALIST
A loyal customer who seeks personalized experiences and exceptional service from favorite brands, whether shopping online or in-store.
KEY MOMENTS
PERSONALIZATION
Understanding customer situations and tailoring recommendations based on context to inspire outfit ideas and spark creativity.
COMPARISON
Easily comparing product differences within and across brands with transparent all-in prices to make an informed purchase decision.
PURCHASE
Completing a purchase through a quick and easy checkout while finding occasional hidden deals, applying a coupon code, and seeing the price decrease.
CHURN
Choosing not to complete a purchase when the experience lacks value, trust, relevance, or a compelling reason to buy.
INITIAL IDEATIONS
product reviews
CATEGORIES
WIDGET 1
INTERACTION
WIDGET 2
The goal was not only to explore spatial depth and interaction in the interface, but to also configure gesture and dialogue to intersect and create meaningful interactions.
We first needed to understand the airspace’s limitations. Because of the computer camera’s ability to recognize objects, difficulty varied across nine horizontal and vertical quadrants, each with its own gesture challenges.
The goal was to position buttons in a way that avoided interfering with the centerpiece. Pinching was the intended selection gesture, but our button placements were in areas where pinching was difficult.
To address this, we added a feature to expand a button when the cursor approaches it, increasing the size of the selection area. That way, the tabs remain clear of the main centerpiece while minimizing visual clutter.
q1
pinch: difficult
horizontal swipe: easy
vertical swipe: ~easy swipe down
q2
pinch: easy
horizontal swipe: impossible
vertical swipe: ~easy swipe down
q3
pinch: difficult
horizontal swipe: easy
vertical swipe: ~easy swipe down
q4
pinch: easy
horizontal swipe: easy
vertical swipe: impossible
q5
pinch: easy
horizontal swipe: impossible
vertical swipe: impossible
q6
pinch: easy
horizontal swipe: easy
vertical swipe: impossible
q7
pinch: difficult
horizontal swipe: easy
vertical swipe: ~easy swipe up
q8
pinch: impossible
horizontal swipe: impossible
vertical swipe: ~easy swipe up
q9
pinch: difficult
horizontal swipe: easy
vertical swipe: ~easy swipe up
area QUADRANTS SHOWING GESTURE DIFFICULTY
PRODUCT DISPLAY WITH QUADRANTS
ADAPTIVE COMPONENTS
To create a meaningful shopping experience, the airspace needed to feel personal. This meant providing timely expert advice and support while clearly displaying detailed product information and specifications. With the airspace, brands can create more engaging and satisfying interactions, fostering greater customer loyalty and advocacy.
(CASE STUDY IN PROGRESS)