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Case Study

Punchh Inc. Master App Framework

A reusable
app framework

The challenge

MasterApp to manage the typical app flow, app-specific customisation & theming. By implementing business logic, web-services consumption, data storage & security, reusable UI components to reduce the development cycle.

The outcome

Increase in AppStore ratings, Reduced development cycle to 4weeks.


140+ Enterprise customers, 35K+ Locations, 12+ Countries.

My role

Identify reusable components and Flow gaps,
User Journey Mapping,
Improvise usability of the app modules,
Align stakeholders with final needs, requirements, hypotheses, and findings.

Strategic approach

Ready-to-use Business Logic
Reusable components
Cross-platform code




Assess user feedback and analytics.

Users are the real owner of the product and we are lucky enough that our users periodically send expected experiences and functionality updates to help us understand their real needs.

Competitive analysis to identify types of features & functionality.
And identifying current experience gaps.

Comprehend the real meaning by reading through their feedbacks and looking into their user journeys, we were able to identify types of features & functionality users are looking for.

Ideation, design, and validation


Wireframe did a critical role for us in defining features by putting together user needs and address usability issues.

App On-boarding

An engaging, usable, and precise on-boarding is designed as App Onboarding experience is one for the most critical phase in any app user's journey.

According to research, up to 79% of users abandon an app after the first use. One of the most common reasons for abandoning an app? A poor on-boarding experience.

Rewards & Offers

Our previous design vision was simple but the user has to jump between screens to achieve similar actions, like redeeming the rewards, offers, and appetizers (redeemable).

The challenge was to align all redeemable(rewards, offers, and appetizers) to a single screen to increase visibility and ease-in usability of them within the limited real-estate of mobile phone resolution.


Search functionality enhanced by dropping limited numbers of pins within the visible map range. Clustering over the overall map has thus been removed.

Improved readability and reachability of CTAs.

Online Ordering

introducing an approach capable of helping user while placing order precisely. The steps are well thought and defines the next possible event for the user.

Being on a hectic schedule, people may not have enough time to go out for food. This scenario provides an opportunity to ease the process of online food ordering.

Gift Cards

Personalisation is important! It is a core part of providing outstanding customer experience to any product. When we offer an experience tailored to consumer’s specific likings, they are more likely to continue their journey with extreme empathy with a brand. We did the same, users can select personalised designs to their gift cards, which helps to take their experience to next level.

Micro Interactions and Events

The WIN WIN side

Magic Quadrant for Mobile Marketing Platforms

Punchh was included in Gartner's 2019 Magic Quadrant for Mobile Marketing Platforms, as one of only three new entrants and one of only eighteen mobile marketing platforms. Punchh is a recognized and trusted partner with a proven solution that delivers deep system integrations to help marketers create personalised customer journeys across both digital and offline touch-points that can dramatically increase sales.

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