harles
Kuja Awuuf Feature
Role
Snr Product Designer
Company
ABinBev
Industry
Beverage and Logistics
Year
Completed 2025
Download app
When working on Kuja Awuuf, the task was to design a rewards experience that genuinely encouraged engagement and loyalty across the Kuja ecosystem. After discussing with the project manager, I set out to create a feature that felt simple and rewarding for users, while still giving internal teams the control and visibility they needed.
Kuja Awuuf bridges two core platforms. On the Kuja Shop mobile app, POCs and bulk-breakers can earn reward points as they purchase products. On the Kuja ERP web app, internal admins manage reward rules, points logic, and approval workflows. My challenge was to connect these two experiences into one seamless, transparent system.
The focus throughout was to motivate users to buy more without adding friction, while ensuring internal teams could easily monitor, manage, and fulfil rewards with confidence.
How I contributed
My Role
I worked as the product designer responsible for the end-to-end design of the Awuuf feature, spanning both mobile and web platforms and responsible for:
Designing the complete reward lifecycle across Kuja Shop and Kuja ERP.
Mapping multi-user flows between customers and internal admins.
Ensuring clarity, trust, and transparency at every stage of the reward process.
Collaborating closely with product managers, mobile and web engineers, and business stakeholders to align incentives with operational realities.
The Challenge
One of the biggest challenges I faced with Awuuf was designing for two very different audiences, each with their own goals, expectations, and pressures.
On the Kuja Shop side, POCs and bulk-breakers needed a reward experience they could easily understand and trust. They needed to know how points were earned, see their balance at a glance, redeem rewards without confusion, and feel confident that their requests would actually be fulfilled.
On the ERP side, internal admins had an entirely different set of needs. They needed tools to define reward rules, assign points per product, review redemption requests, and track approvals and fulfilment while maintaining accountability and preventing misuse of the system.
My challenge was to bring these two worlds together. I had to design a system that felt simple, motivating, and rewarding for customers, while remaining structured, auditable, and scalable for internal operations behind the scenes.
Kuja Awuuf
What an Awuuf
How I made it work
My Approach
I approached Awuuf as a single, connected system rather than two separate features. From the start, I focused on the entire reward journey mapping everything from the moment a user earned points in Kuja Shop to when a reward was reviewed, approved, and fulfilled in Kuja ERP.
I was intentional about designing each experience around ownership and responsibility. Every interface was shaped by what that specific user needed to accomplish, not by how the system worked behind the scenes. This helped keep interactions focused, intuitive, and purposeful.
Building trust was a key priority. I designed clear status updates, confirmations, and feedback into every step of the flow so users were never left guessing about what was happening or what would happen next.
Finally, I worked to maintain consistency across platforms. Even though the mobile and web experiences served different roles, the terminology, states, and underlying logic stayed aligned - making the system feel cohesive, reliable, and easy to understand end to end.
Welcome to Awuuf!
User Experience Breakdown
Our Users
Kuja Shop (Mobile) — Customer Perspective
For POCs and Bulk-breakers, the experience focused on motivation and clarity.Key design decisions:
- A clear points balance visible within the app.
- Simple explanations of how points are earned per product.
- A straightforward reward redemption flow.
- Clear status indicators for submitted reward requests.
The goal was to make rewards feel earned, visible, and trustworthy.
Kuja ERP (Web) — Admin Perspective:
For admins, the experience focused on control, oversight, and efficiency.Key design decisions:
- A centralized dashboard showing all reward requests.
- Clear categorization of requests: pending, approved, rejected.
- Detailed request views with user and reward context.
- Tools to manage reward items and define point values per product.
This ensured admins could confidently manage incentives without slowing down operations.
Awuuf points flow (mobile)
✔ Awuuf points: View current Awuuf points balance, how to earn and points history
✔ Redeem item: Select items based on available points and redeem rewards.
✔ Track rewards: Select the blue banner on the home page after redemption to track rewards.
✔ Reward status: All redeemed rewards have a status: redeemed, approved or delivered. This is updated in real time.
Click play to view prototype.
All redeemable flow (web)
✔ Items table: View all redeemable items, points per item, minimum order quantity and, status of each item.
✔ Add new item: Admins can add new redeemable items to the list.
✔ Edit status: Admins can edit change status of each items between available and unavailable which reflects on the users apps.
✔ Bulk edits: Admins can bulk edit change status for multiple items between available and unavailable which reflects on the users apps.
Request flow (web)
✔ Request table: View all requests details like customer name, dates of request, points used and, status of each item.
✔ Status update: Admins can see the status of each request and attend to all pending requests.
✔ Take action: Admins can approve or reject any pending requests.
Manage products flow (web)
✔ Request table: View all products details including products, SKUs, points to earn.
✔ Add new product: Admins can add new products that users can earn from to the list.
✔ Take action: Admins can modify each points per products and remove any products from the list.
✔ Points to each: Stockists and POCs earn different points per products and is managed separately.
Highlighted UI Mockups(Scroll to explore)
What we achieved
Results and impact
As the product came to life, I could clearly see the impact of the design decisions we made. Users became more motivated to purchase because rewards felt visible, achievable, and worth engaging with. By making points, rewards, and approval statuses transparent, I helped incentivize ABI product purchases; adoption surged 32% within the first two months.
On the operational side, I enabled admins to manage the entire rewards flow from a single, structured interface, which significantly improved efficiency. Clear status tracking reduced confusion and support requests, minimizing disputes before they happened. Most importantly, Awuuf created a stronger connection between everyday commerce activity and real business incentives aligning users, internal teams, and the wider Kuja ecosystem around shared value.
What I learned
My takeaways
Working on Kuja Awuuf strengthened how I think about designing cross-platform, multi-user systems especially in environments where success depends on tight alignment between customer experience and internal operations. It pushed me to look beyond individual screens and focus on how flows, rules, and feedback loops come together to form a cohesive product ecosystem.
Through this project, I sharpened my systems-thinking mindset, deepened my understanding of incentive design, and learned how to better align diverse stakeholders around a shared outcome. Most importantly, it reinforced for me how thoughtful UX when done intentionally can motivate users while simultaneously driving meaningful business impact at scale.THANK YOU.
harles
Copyright 2025 by Charles Nwafor
Kuja Awuuf Feature
Role
Snr Product Designer
Company
ABinBev
Industry
Beverage and Logistics
Year
Completed 2025
Download app
When working on Kuja Awuuf, the task was to design a rewards experience that genuinely encouraged engagement and loyalty across the Kuja ecosystem. After discussing with the project manager, I set out to create a feature that felt simple and rewarding for users, while still giving internal teams the control and visibility they needed.
Kuja Awuuf bridges two core platforms. On the Kuja Shop mobile app, POCs and bulk-breakers can earn reward points as they purchase products. On the Kuja ERP web app, internal admins manage reward rules, points logic, and approval workflows. My challenge was to connect these two experiences into one seamless, transparent system.
The focus throughout was to motivate users to buy more without adding friction, while ensuring internal teams could easily monitor, manage, and fulfil rewards with confidence.
How I contributed
My Role
I worked as the product designer responsible for the end-to-end design of the Awuuf feature, spanning both mobile and web platforms and responsible for:
Designing the complete reward lifecycle across Kuja Shop and Kuja ERP.
Mapping multi-user flows between customers and internal admins.
Ensuring clarity, trust, and transparency at every stage of the reward process.
Collaborating closely with product managers, mobile and web engineers, and business stakeholders to align incentives with operational realities.
The Challenge
One of the biggest challenges I faced with Awuuf was designing for two very different audiences, each with their own goals, expectations, and pressures.
On the Kuja Shop side, POCs and bulk-breakers needed a reward experience they could easily understand and trust. They needed to know how points were earned, see their balance at a glance, redeem rewards without confusion, and feel confident that their requests would actually be fulfilled.
On the ERP side, internal admins had an entirely different set of needs. They needed tools to define reward rules, assign points per product, review redemption requests, and track approvals and fulfilment while maintaining accountability and preventing misuse of the system.
My challenge was to bring these two worlds together. I had to design a system that felt simple, motivating, and rewarding for customers, while remaining structured, auditable, and scalable for internal operations behind the scenes.
Kuja Awuuf
What an Awuuf
How I made it work
My Approach
I approached Awuuf as a single, connected system rather than two separate features. From the start, I focused on the entire reward journey mapping everything from the moment a user earned points in Kuja Shop to when a reward was reviewed, approved, and fulfilled in Kuja ERP.
I was intentional about designing each experience around ownership and responsibility. Every interface was shaped by what that specific user needed to accomplish, not by how the system worked behind the scenes. This helped keep interactions focused, intuitive, and purposeful.
Building trust was a key priority. I designed clear status updates, confirmations, and feedback into every step of the flow so users were never left guessing about what was happening or what would happen next.
Finally, I worked to maintain consistency across platforms. Even though the mobile and web experiences served different roles, the terminology, states, and underlying logic stayed aligned - making the system feel cohesive, reliable, and easy to understand end to end.
Welcome to Awuuf!
User Experience Breakdown
Our Users
Kuja Shop (Mobile) — Customer Perspective
For POCs and Bulk-breakers, the experience focused on motivation and clarity.Key design decisions:
- A clear points balance visible within the app.
- Simple explanations of how points are earned per product.
- A straightforward reward redemption flow.
- Clear status indicators for submitted reward requests.
The goal was to make rewards feel earned, visible, and trustworthy.
Kuja ERP (Web) — Admin Perspective:
For admins, the experience focused on control, oversight, and efficiency.Key design decisions:
- A centralized dashboard showing all reward requests.
- Clear categorization of requests: pending, approved, rejected.
- Detailed request views with user and reward context.
- Tools to manage reward items and define point values per product.
This ensured admins could confidently manage incentives without slowing down operations.
Awuuf points flow (mobile)
✔ Awuuf points: View current Awuuf points balance, how to earn and points history.
✔ Redeem item: Select items based on available points and redeem rewards.
✔ Track rewards: Select the blue banner on the home page after redemption to track rewards.
✔ Reward status: All redeemed rewards have a status: redeemed, approved or delivered. This is updated in real time.
Click play to view prototype.
All redeemable flow (web)
✔ Items table: View all redeemable items, points per item, minimum order quantity and, status of each item.
✔ Add new item: Admins can add new redeemable items to the list.
✔ Edit status: Admins can edit change status of each items between available and unavailable which reflects on the users apps.
✔ Bulk edits: Admins can bulk edit change status for multiple items between available and unavailable which reflects on the users apps.
Request flow (web)
✔ Request table: View all requests details like customer name, dates of request, points used and, status of each item.
✔ Status update: Admins can see the status of each request and attend to all pending requests.
✔ Take action: Admins can approve or reject any pending requests.
Manage products flow (web)
✔ Request table: View all products details including products, SKUs, points to earn.
✔ Add new product: Admins can add new products that users can earn from to the list.
✔ Take action: Admins can modify each points per products and remove any products from the list.
✔ Points to each: Stockists and POCs earn different points per products and is managed separately.
Highlighted UI Mockups(Scroll to explore)
What we achieved
Results and impact
As the product came to life, I could clearly see the impact of the design decisions we made. Users became more motivated to purchase because rewards felt visible, achievable, and worth engaging with. By making points, rewards, and approval statuses transparent, I helped incentivize ABI product purchases; adoption surged 32% within the first two months.
On the operational side, I enabled admins to manage the entire rewards flow from a single, structured interface, which significantly improved efficiency. Clear status tracking reduced confusion and support requests, minimizing disputes before they happened. Most importantly, Awuuf created a stronger connection between everyday commerce activity and real business incentives aligning users, internal teams, and the wider Kuja ecosystem around shared value.
What I learned
My takeaways
Working on Kuja Awuuf strengthened how I think about designing cross-platform, multi-user systems especially in environments where success depends on tight alignment between customer experience and internal operations. It pushed me to look beyond individual screens and focus on how flows, rules, and feedback loops come together to form a cohesive product ecosystem.
Through this project, I sharpened my systems-thinking mindset, deepened my understanding of incentive design, and learned how to better align diverse stakeholders around a shared outcome. Most importantly, it reinforced for me how thoughtful UX when done intentionally can motivate users while simultaneously driving meaningful business impact at scale.THANK YOU.
harles
Copyright 2025 by Charles Nwafor
Kuja Awuuf Feature
Role
Snr Product Designer
Company
ABinBev
Industry
Beverage and Logistics
Year
Completed 2025
Download app
When working on Kuja Awuuf, the task was to design a rewards experience that genuinely encouraged engagement and loyalty across the Kuja ecosystem. After discussing with the project manager, I set out to create a feature that felt simple and rewarding for users, while still giving internal teams the control and visibility they needed.
Kuja Awuuf bridges two core platforms. On the Kuja Shop mobile app, POCs and bulk-breakers can earn reward points as they purchase products. On the Kuja ERP web app, internal admins manage reward rules, points logic, and approval workflows. My challenge was to connect these two experiences into one seamless, transparent system.
The focus throughout was to motivate users to buy more without adding friction, while ensuring internal teams could easily monitor, manage, and fulfil rewards with confidence.
How I contributed
My Role
I worked as the product designer responsible for the end-to-end design of the Awuuf feature, spanning both mobile and web platforms and responsible for:
Designing the complete reward lifecycle across Kuja Shop and Kuja ERP.
Mapping multi-user flows between customers and internal admins.
Ensuring clarity, trust, and transparency at every stage of the reward process.
Collaborating closely with product managers, mobile and web engineers, and business stakeholders to align incentives with operational realities.
The Challenge
One of the biggest challenges I faced with Awuuf was designing for two very different audiences, each with their own goals, expectations, and pressures.
On the Kuja Shop side, POCs and bulk-breakers needed a reward experience they could easily understand and trust. They needed to know how points were earned, see their balance at a glance, redeem rewards without confusion, and feel confident that their requests would actually be fulfilled.
On the ERP side, internal admins had an entirely different set of needs. They needed tools to define reward rules, assign points per product, review redemption requests, and track approvals and fulfilment while maintaining accountability and preventing misuse of the system.
My challenge was to bring these two worlds together. I had to design a system that felt simple, motivating, and rewarding for customers, while remaining structured, auditable, and scalable for internal operations behind the scenes.
Kuja Awuuf
What an Awuuf...
How I made it work
My Approach
I approached Awuuf as a single, connected system rather than two separate features. From the start, I focused on the entire reward journey mapping everything from the moment a user earned points in Kuja Shop to when a reward was reviewed, approved, and fulfilled in Kuja ERP.
I was intentional about designing each experience around ownership and responsibility. Every interface was shaped by what that specific user needed to accomplish, not by how the system worked behind the scenes. This helped keep interactions focused, intuitive, and purposeful.
Building trust was a key priority. I designed clear status updates, confirmations, and feedback into every step of the flow so users were never left guessing about what was happening or what would happen next.
Finally, I worked to maintain consistency across platforms. Even though the mobile and web experiences served different roles, the terminology, states, and underlying logic stayed aligned - making the system feel cohesive, reliable, and easy to understand end to end.
Welcome to Awuuf!
User Experience Breakdown
Our Users
Kuja Shop (Mobile) — Customer Perspective
For POCs and Bulk-breakers, the experience focused on motivation and clarity.Key design decisions:
- A clear points balance visible within the app.
- Simple explanations of how points are earned per product.
- A straightforward reward redemption flow.
- Clear status indicators for submitted reward requests.
The goal was to make rewards feel earned, visible, and trustworthy.
Kuja ERP (Web) — Admin Perspective:
For admins, the experience focused on control, oversight, and efficiency.Key design decisions:
- A centralized dashboard showing all reward requests.
- Clear categorization of requests: pending, approved, rejected.
- Detailed request views with user and reward context.
- Tools to manage reward items and define point values per product.
This ensured admins could confidently manage incentives without slowing down operations.
Awuuf points flow (mobile)
✔ Awuuf points: View current Awuuf points balance, how to earn and points history
✔ Redeem item: Select items based on available points and redeem rewards.
✔ Track rewards: Select the blue banner on the home page after redemption to track rewards.
✔ Reward status: All redeemed rewards have a status: redeemed, approved or delivered. This is updated in real time.
Click play to view prototype.
All redeemable flow (web)
✔ Items table: View all redeemable items, points per item, minimum order quantity and, status of each item.
✔ Add new item: Admins can add new redeemable items to the list.
✔ Edit status: Admins can edit change status of each items between available and unavailable which reflects on the users apps.
✔ Bulk edits: Admins can bulk edit change status for multiple items between available and unavailable which reflects on the users apps.
Request flow (web)
✔ Request table: View all requests details like customer name, dates of request, points used and, status of each item.
✔ Status update: Admins can see the status of each request and attend to all pending requests.
✔ Take action: Admins can approve or reject any pending requests.
Manage products flow (web)
✔ Request table: View all products details including products, SKUs, points to earn.
✔ Add new product: Admins can add new products that users can earn from to the list.
✔ Take action: Admins can modify each points per products and remove any products from the list.
✔ Points to each: Stockists and POCs earn different points per products and is managed separately.
Highlighted UI Mockups(Scroll to explore)
What we achieved
Results and impact
As the product came to life, I could clearly see the impact of the design decisions we made. Users became more motivated to purchase because rewards felt visible, achievable, and worth engaging with. By making points, rewards, and approval statuses transparent, I helped incentivize ABI product purchases; adoption surged 32% within the first two months.
On the operational side, I enabled admins to manage the entire rewards flow from a single, structured interface, which significantly improved efficiency. Clear status tracking reduced confusion and support requests, minimizing disputes before they happened. Most importantly, Awuuf created a stronger connection between everyday commerce activity and real business incentives aligning users, internal teams, and the wider Kuja ecosystem around shared value.
What I learned
My takeaways
Working on Kuja Awuuf strengthened how I think about designing cross-platform, multi-user systems especially in environments where success depends on tight alignment between customer experience and internal operations. It pushed me to look beyond individual screens and focus on how flows, rules, and feedback loops come together to form a cohesive product ecosystem.
Through this project, I sharpened my systems-thinking mindset, deepened my understanding of incentive design, and learned how to better align diverse stakeholders around a shared outcome. Most importantly, it reinforced for me how thoughtful UX when done intentionally can motivate users while simultaneously driving meaningful business impact at scale.THANK YOU.
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harles
Copyright 2025 by Charles Nwafor