— ROLE
Wireframes
Design
Prototyping
— SOFTWARE
Figma
— TEAM
1 Product Designer
3 Software Engineers
1 Product Owner
1 Partnership Manager
Challenge:
Sofar identified a strategic growth opportunity in partnering with Visa to offer exclusive perks, like early access and BOGO tickets, to cardholders. My challenge was to design a compelling, end-to-end customer journey that met both marketing teams' goals and complex legal/compliance requirements, all while aligning multiple internal and external stakeholders.
Outcome/Solution:
I led the design from pitch wireframes to final launch, collaborating closely with teams at Sofar and Visa. Through structured co-design, I created a seamless user flow that balanced brand, UX, and compliance needs. The successful launch drove mutual growth, earned direct praise from Visa leadership, and led to a 150% contract extension and international expansion of the partnership.
The
Process
Introduction:
Sofar, recognizing a strategic opportunity, engaged in a partnership with Visa to elevate the concert experience for Visa cardholders. The collaboration aimed to offer exclusive perks, such as early access and BOGO tickets, to Visa's cardholders, fostering a symbiotic relationship that would drive customer growth for both Sofar and Visa through reciprocal promotion.
Initial Pitch:
My involvement began with the creation of wireframes for displaying the partnership offer on Sofar's website. The brief was to create a user flow representing a partnership with Visa that offered pre-sale access and BOGO tickets to cardholders. Based on that, I generated six concept wireframe journeys, subsequently refining them in collaboration with the Tech and Partnerships teams. These refined concepts were pivotal elements of the successful pitch deck that secured the partnership.
Initial wireframes showcasing how Sofar could promote the offer and the customer journey.
Collaborative Development:
After securing the contract, collaboration expanded with a multidisciplinary project team comprising Sofar's product, design, tech, marketing, and partnerships teams, alongside Visa's marketing and project teams. The collective effort aimed to meticulously structure the customer journey before transitioning to high-fidelity designs.
Challenges and Resolutions:
Navigating the intricate intersection of marketing aspirations and legal requirements presented challenges. Conflicts emerged, requiring careful alignment to ensure compliance without compromising creativity. Additionally, we diligently avoided overlaps with existing Sofar partnerships and Visa's competitors, requiring consistent communication and pragmatic decision-making. Through concentrated efforts, these challenges were overcome, ensuring a seamless launch within the designated timeline.
Final wireframes mapping full journey and content areas prior to high-fidelity designs and prototypes.
Positive Feedback and Contract Expansion:
The collaborative spirit fostered during the project earned commendation from the Visa team, prompting them to express their satisfaction to Sofar’s CEO and VP of Tech, Product, and Design. This positive rapport led to a remarkable 150% extension of the initial contract and an expansion into new countries. The ongoing partnership not only showcased the effectiveness of the initial collaboration but also facilitated business expansion and the acquisition of an untapped customer base for Sofar.
Final designs and prototype for customer journey
Conclusion:
The Sofar x Visa partnership stands as a testament to effective collaboration, relationship-building, overcoming challenges, and delivering a seamless customer experience.
The success of this venture not only expanded the reach of both brands but also laid the foundation for a sustained and mutually beneficial partnership, exemplifying the power of strategic design in fostering business growth.