Case Study
How this project was designed and delivered
Overview
Reelo is a loyalty and engagement platform that helps brick-and-mortar businesses like restaurants, salons, and retail stores understand and grow their customer base. It combines a customer wallet, rewards engine, and marketing automation into a single product, so merchants can run campaigns that actually drive repeat visits and higher lifetime value.
Problem
Many local businesses rely on generic POS reports and manual spreadsheets to understand their customers. They struggle to answer basic questions like who their best customers are, which campaigns are working, and how to bring lapsed users back. Existing tools were either too generic, too hard to use, or not integrated deeply enough into their daily workflows.
My Role
I contributed as a frontend engineer on the merchant dashboard, working on customer analytics views, campaign creation flows, and parts of the rewards configuration UI. I collaborated with designers and backend engineers to refine information architecture, ensure that complex concepts (segments, rewards rules, multi-location behaviour) were presented in a way that non-technical business owners could understand.
Solution
Using React and Next.js on top of Reelo’s APIs, I helped build dashboards that surface key metrics such as repeat visit rate, cohort performance, and campaign ROI. I implemented reusable UI building blocks for segments, filters, and customer lists, and worked on flows for configuring rewards that supported multiple locations and payment providers. We focused on clear defaults and guardrails so merchants could launch campaigns without needing a data team.
Outcome
The improved dashboard and campaign tooling made it much easier for merchants to see the impact of their loyalty programs, run targeted campaigns, and manage multiple outlets from a single interface. Internally, the modular React component architecture allowed new analytics widgets and campaign types to be added quickly, while keeping the UX consistent across the product.
This write-up focuses on the product problem, my role, and the key architectural decisions behind the implementation, highlighting how design, engineering and UX came together.
It is intentionally high level and technology-agnostic so it can be read easily by both engineers and non-technical stakeholders.