Overview
Tap2Loyal is a loyalty platform built mainly for HoReCa businesses. It gives them digital loyalty cards that live inside Apple and Google Wallet, stamp and points tracking, and a direct communication channel into their customers' pockets.
As the product matured, a clear gap appeared. The platform had all the data, but managers had no way to act on it. Loyalty cards were issued, stamps were collected, but nothing connected those moments into a customer journey.
Campaigns was designed to close that gap. It's the layer that transforms passive loyalty data into active, automated outreach, without requiring managers to become marketers. The goal was simple: give any café owner, regardless of digital fluency, the ability to run a smart marketing action in under one minute.
One thing worth noting: Tap2Loyal integrates with Apple and Google Wallet, which means push notifications land directly on a customer's lock screen. Campaigns is the engine that decides when and why to use that channel.
Problem Statement
The problem was that the loyalty program stayed underused because every existing tool assumed the user already knew how it must be used.
This led to two failure modes
The feature was abandoned entirely
Campaigns were sent haphazardly, to everyone, without a clear intent.
HoReCa managers are deeply operational people. Most digital marketing tools are built for people with time, data literacy, and dedicated teams. The typical café owner has none of these.
Before Campaigns, Tap2Loyal asked managers to configure everything manually (who to target, what to write, when to send…).
Assumptions
Managers want to approve Marketing Campaigns rather than building them. Most activation blockers are emotional rather than technical: fear of mistakes, low confidence, not knowing where to start. The same underlying campaign logic works across most HoReCa contexts. And wallet-based push is a high-trust notification channel that customers actually notice.
Campaigns must come with no blank forms. Every field pre-filled with an intelligent default. No advanced segmentation tools in the first iteration. Guardrails built in automatically: frequency caps, exclusion logic, audience transparency, so managers could activate confidently without needing to configure safeguards themselves.
The core rule we kept coming back to: if a manager can't understand what a campaign will do within ten seconds of reading, it shouldn't ship.
Research & Insights
the design was grounded in two frameworks that speak directly to why people take action:
Fogg's Behavioural Model
BJ Fogg's model holds that a behaviour occurs when Motivation, Ability, and a Prompt converge at the right moment. The key insight was that each suggested campaign type corresponds to a distinct behavioural state
Pirate Metrics (AARRR)
Each suggested campaign maps to a stage of the AARRR model, giving every recommendation a clear business rationale. This also became the internal language for prioritising which campaigns to build first and how to explain them
Managers were afraid of over-messaging their small, regulars-heavy customer base. Pre-written copy felt "too corporate" or "not my voice". Every screen needed to start with something already in it. The manager's job had to be reviewing and adjusting, not creating from scratch.
Design Principles
the design was grounded in two frameworks that speak directly to why people take action:
Guided creation over blank states.
A manager should never face an empty form. Every field pre-filled, every option pre-selected. The mental model shifts from "build a campaign" to "review and confirm."
Outcome over process.
Campaign names are human goals ("Bring Them Back," "Progress Reminder") not system concepts like "Inactive Re-engagement Workflow." Managers decide when they understand the result, not the trigger logic.
Transparency by default
Every campaign preview shows exactly who will receive the message, what it says, and when it sends, before anything is activated. Not buried in settings. This was the primary antidote to distrust of automation.
Speed over power
Editing is always possible, but never required. The fastest path is review once, then activate. Advanced options exist, but are surfaced progressively, never in the primary flow.
Design Principles
the design was grounded in two frameworks that speak directly to why people take action:
Guided creation over blank states.
A manager should never face an empty form. Every field pre-filled, every option pre-selected. The mental model shifts from "build a campaign" to "review and confirm."
Outcome over process.
Campaign names are human goals ("Bring Them Back," "Progress Reminder") not system concepts like "Inactive Re-engagement Workflow." Managers decide when they understand the result, not the trigger logic.
Transparency by default
Every campaign preview shows exactly who will receive the message, what it says, and when it sends, before anything is activated. Not buried in settings. This was the primary antidote to distrust of automation.
Speed over power
Editing is always possible, but never required. The fastest path is review once, then activate. Advanced options exist, but are surfaced progressively, never in the primary flow.