Esso Extra's
Loyalty design system
As the Product Design lead for EssoExtras.nl, I directed the creation of a scalable design system and responsive webpage designs, optimizing the rewards platform for both desktop and mobile users.
Category
My role
Product Design Lead
Client
Esso Extra's
Year
Project overview
EssoExtras.nl required a fresh, cohesive design to enhance user experience across devices. I worked closely with stakeholders to understand their needs and translate these into a unified design system that streamlined the digital experience, simplified navigation, and reflected Esso’s brand identity.
Digital Identity
Our team developed a digital brand identity tailored to EssoExtras.nl. I focused on ensuring that each visual element—colors, typography, iconography, and spacing—aligned with Esso's brand values while being optimized for web use. The branding was crafted to feel both welcoming and reliable, reinforcing trust and engagement.
Component Library
We designed a comprehensive library of UI components, from buttons and input fields to more complex elements like cards and banners. Each component was built with consistency in mind, providing a foundation for scalable designs that could be adapted across various sections of the website, ensuring a seamless user experience.
Scalable Design system
The design system was crafted to streamline future updates and maintain a cohesive visual language. I led the organization of assets and documentation to ensure that Esso’s in-house and external teams could easily access, understand, and use the system. This approach increased efficiency, consistency, and scalability, setting a standard for Esso’s digital presence.
Desktop Experience
For the desktop experience, I designed pages that made the most of larger screen real estate, with layouts that showcased Esso's offerings and streamlined the rewards platform. Navigation was optimized for ease of access to key information, creating a clear, visually engaging experience that guided users through the site intuitively.
Mobile journey
Mobile designs focused on clarity, responsiveness, and simplified navigation to enhance usability on smaller screens. I adapted the design system to ensure that all features were accessible on mobile without sacrificing functionality or visual appeal. Each element was optimized for touch interaction, making the mobile experience smooth and user-friendly.
