Titan Encircle
Role: Lead UI/UX DesignerCompany: TitanYear: 2021-2024
Overview
Project description
The primary objective was to elevate the visual language to match Titan’s brand prestige while simultaneously solving critical UX friction points.
Timeline
Accelerated timeline driven by direct stakeholder requirements.
Background
Titan Encircle required a comprehensive redesign of their loyalty program web platform. The legacy website lacked the premium aesthetic expected of the brand and suffered from usability issues, particularly in complex data-entry flows and account management.
Process
Heuristic Audit
Evaluated the legacy platform to identify visual inconsistencies and UX friction points.
Requirement Gathering
Translated strict stakeholder requirements into functional, scalable UI flows.
High-Fidelity Design
Moved rapidly into high-fidelity visual explorations to align on a new, modern design system.
Seamless Handoff
Converted all finalized, pixel-perfect designs into responsive HTML and CSS using Bootstrap.
The Legacy Audit
Before redesigning, I conducted a heuristic audit of the existing platform. The legacy website suffered from a dark, disjointed aesthetic and overwhelming cognitive load during data entry, creating significant user friction.
Before
After
Solution
Elevated Brand Aesthetic
Modernized the typography and color palette on the homepage to guide users logically from value propositions to actionable steps.
Modular Dashboard
Designed a card-based account page where key metrics like Point Balance and Tier Status are visually distinct at a single glance.
Reduced Cognitive Load
Restructured overwhelming data-entry forms into a multi-step progressive disclosure model (stepper).
UI Showcase
HomepageEstablished a premium visual identity with high-contrast typography and clear value propositions.
DashboardTransformed complex loyalty data into a scannable, card-based visual hierarchy.
Stepper FormReduced user drop-off by breaking a massive legacy form into a guided, 3-step progressive disclosure flow.
Referral FlowDesigned scalable business-growth flows emphasizing the win-win value proposition.
Reflections
Takeaways
- Constraint-Based Design: Successfully executed high-fidelity, impactful designs rapidly without a foundational research budget by relying on heuristic audits.
- Business-Driven UX: Balanced strict corporate brand guidelines with modern, accessible UI patterns to drive user acquisition.
Outcomes & Business Impact
Structural Impact & Enablement
- Friction Reduction: Structurally simplified the user journey by transforming a heavy, multi-field legacy form into a clean, 3-step progressive flow, drastically reducing cognitive load during data entry.
- Stakeholder Alignment:Bridged the gap between strict enterprise requirements and modern UX standards, successfully aligning both engineering and business units on the new scalable 'Stepper' model.
- Future-Proofing & Enablement: Established a robust, scalable foundation through the new referral flows and visual identity, enabling Titan to seamlessly capture critical user data while elevating brand trust.
