Andre Sastropranoto
+ INFO
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.
PROJECT 001 | Rediem, The Portal
About
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.
team
Chief Executive Officer
Chief Marketing Officer
Customer Success Lead
Role
Founding Product Designer
Timeline
3 Months
Objective
Through conversations with our brand partners, we learned that they wanted to collect zero-party data to better understand their members’ preferences and deliver more personalized experiences tailored to individual interests.
In response, we set out to redefine the loyalty experience by creating a system that helps brands gain deeper customer insight, drive more meaningful engagement, and manage personalization in a way that is scalable and easy to operate.
Opportunity
How might we redefine the loyalty experience so brands can better understand their customers, deliver personalized engagement, and do so in a way that is scalable and easy to manage.
THE RETENTION FUNNEL
Activation
001
New members complete a profile sequence after signing up.
ACTIVATION [SYSTEM SIDE]
002
On our client facing dashboard, brands can systematically connect relevant content with member's preferences through tagging.
ENGAGEMENT
003
Through completing actions, members earn points.
ENGAGEMENT [DEEP]
004
Members can choose to engage with the community after completing actions.
RETENTION
005
Through earning points, members may redeem rewards.
LOYALTY
006
Members purchase with minimum card requirements.
COLLECTING DATA
Activation sits at the top of our retention funnel. It’s the first meaningful interaction new members have with the platform, and it sets the tone for everything that follows.
By onboarding members thoughtfully and capturing key demographics and preferences early, we create a strong foundation for personalized engagement.
Activation isn’t just a single step in the journey, it determines how effectively members move through the rest of the funnel, from ongoing engagement to long-term retention and loyalty. When activation is designed well, every downstream metric improves.
PROFILE SEQUENCE
PROFILE PAGE
GENERIC ATTRIBUTES
CUSTOM ATTRIBUTES
TAG SYSTEM
When creating an action or reward, brands can assign specific customer tags to control eligibility. Then, members with the corresponding tag can access or interact with that experience.
This enables automation at scale. During onboarding, members complete a profile sequence and are automatically assigned relevant tags based on their responses. From that point forward, they are shown tailored actions and rewards aligned with their preferences.
high level ARCHITECTURE
COLLECT
001
After sign up, a member completes a profile sequence to complete their profile.
SEGMENT
002
The member is then assigned customer tags based on personality and preference.
TAILOR
003
Relevant content is then automatically catered accordingly to a member's liking.
member Tagging
crafting tailored experiences
Every member engages with the brand differently, influenced by their needs, context, and expectations. Because of this, a one-size-fits-all loyalty experience doesn’t work.
An effective engagement experience acknowledges this diversity and adapts accordingly, meeting users where they are instead of forcing them through a single, rigid path.
experience
PROJECT 002 | REDIEM, FRAUD DETECTION
About
A streamlined moderation platform that enables brands to efficiently review, approve, and manage receipt submissions from digital and/or in-store purchases, allowing accurate points and reward allocation and program integrity.
Team
Chief Executive Officer
Chief Technology Officer
Role
Founding Product Designer
Timeline
1.5 Months
Objective
We leveraged artificial intelligence to transform the receipt verification process, reducing manual review time while increasing accuracy. By automatically detecting fraudulent and duplicate submissions, the system enables faster approvals, minimizes repeat activity, and ensures loyalty rewards are distributed fairly and consistently.
Opportunity
How might we leverage artificial intelligence to streamline receipt verification, enabling faster approvals while accurately detecting fraudulent or duplicate submissions?
THE OLD EXPERIENCE
Previously, all receipt verification was handled manually. As a result, identifying duplicate submissions or fraudulent activity was extremely difficult. Moderators had to rely largely on memory to recognize repeat receipts or suspicious patterns over time.
Brands were losing revenue due to loyalty points being awarded for fabricated purchases. At the same time, legitimate members were sometimes incorrectly flagged for fraud, resulting in rejected receipts and a loss of trust in the brand.
Examples of fraud cases
UPLOAD INTERVALS
001
Members would upload the same receipt from multiple angles and in various positions to make the image less detectable to duplicates.
MULTIPLE ACCOUNTS
002
Members had been uploading the same receipt over a variety of accounts with differing names.
image tampering
003
Receipts had been physically or digitally altered to conceal important information (such as dates, receipt numbers).
ARCHITECTURE
hover recognition
experience
WORK IN PROGRESS
PROJECT 003 | MOBEUS, The AIRSPACE
About
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.
Team
Managing Director
CX/UX Design Director
Lead Designer
Project Manager
Role
Product Designer
Timeline
3 Months
Objective
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.
Opportunity
How might we reimagine the Airspace template to transform static controls into dynamic, personalized interactions that create a more engaging and informative shopping experience, ultimately driving confident purchase decisions?
personas
VALUE HUNTER
001
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
002
A discerning shopper who values curated experiences, but often finds the quality of the experience falls short of the premium price paid.
RESEARCHER
003
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
004
A loyal customer who seeks personalized experiences and exceptional service from favorite brands, whether shopping online or in-store.
IDEAS
Building from the research and discovery, we identified key shopper types, workshopped significant moments in their journeys and outlined their end-to-end experience.
product reviews
categories
widget 1
interaction
widget 2
CHALLENGES
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.
area quadrants showing gestural difficulty
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
product display with quadrants
adaptive controls
