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“I can’t find the app. What's the name again?!”

“I don’t know how to sign up.”

“I lost my login details, and I don’t know what to do.”

“I’m not confident using smartphones. I’d rather have a physical card like xyz store!”

01. Overview

Speasy is the mobile app that gives customers access to Rossotono’s loyalty card. This project focuses on improving the onboarding experience, from account registration to adding either a new or an existing card. The goal is to make the entire process clear, accessible and easy to complete for a broad and diverse audience, regardless of their level of digital confidence.

The disconnect between the app and the physical store has a historical reason. Speasy was originally designed to support multiple retailers, so it developed a visual identity independent from Rossotono. It later became exclusive to Rossotono, but the two identities were never aligned. As a result, customers still move between two experiences that do not immediately appear to belong to the same brand ecosystem.

02. The Problem

I observed people struggling to use the app for different reasons. The experience presents two main barriers, both of which can make onboarding especially difficult for older users and people with limited digital confidence.

  1. Inconsistency between the store and the app. Differences in naming and visual identity make it difficult for customers to recognize the connection between Rossotono and Speasy, creating uncertainty from the very beginning of the experience.
  2. An unclear and inaccessible onboarding process. Registration and the process of adding or linking a loyalty card provide too little guidance, making the required steps difficult to understand and complete.

03. Proposed Solution

“Of course, I can’t turn a digital card into a physical one—that decision is outside my control. But there are still things I can improve.”

  1. Align the visual identity across the physical store and the app. Create a clearer visual connection between Rossotono and Speasy so customers can immediately recognize them as part of the same experience.
  2. Make every stage of onboarding clearer and more informative. Add contextual guidance and explanations throughout registration and card setup, helping users understand each step without ever feeling lost in the process.

04. Redesign Process

The redesign process focused on understanding the existing onboarding flow, exploring alternative ways to simplify it and translating the strongest direction into a complete interactive experience.

01. Current flow

Mapping the Existing Experience

The current workflow provides the starting point for identifying where registration and card setup become unclear. The key friction points will be highlighted directly on the flow.

Current Speasy onboarding workflow, including account access, loyalty-card registration and card recovery screens

02. Exploration

Exploring the Onboarding Flow

Hand-drawn wireframes compare alternative ways to organize the experience before committing to the final direction. They document what was retained, simplified or discarded during the redesign.

Hand-drawn wireframe explorations for the Rossotono and Speasy onboarding flow

03. Final experience

The Final Onboarding Experience

The selected direction becomes a complete interactive prototype designed to make registration and loyalty-card setup easier to understand and complete.

Speasy welcome screen introducing the Rossotono loyalty-card experience Speasy screen offering account access, existing-card linking and new-card registration Speasy onboarding questionnaire asking about the user's Rossotono shopping and loyalty card

Initial app choice

The opening screen makes the three available paths visible from the start: sign in to an existing account, link a physical card or create a new one. Each option includes a short explanation, so users can understand what it means before making a choice.

For anyone who is still unsure, the “Not sure which option to choose?” section offers additional guidance through two quick questions and directs them towards the most suitable path.

Step one: associate an existing Speasy card by scanning its code or entering the card number Step two: complete account registration and choose the required privacy consent Step three: confirmation that the Speasy loyalty card is active and ready to use

Linking an existing card

This path is designed for customers who already have a physical Speasy card and want to connect it to the app.

Users can either scan the card’s QR or barcode or enter its number manually. If they do not know where to find it, contextual guidance shows exactly which information to look for on the physical card.

A three-stage progress indicator remains visible at the top of the interface, showing the current stage and how much of the process is left. This helps users stay oriented throughout the flow.

Once the card has been identified, users create their app credentials using an email address, username and password. The required privacy consent is clearly separated from optional marketing and profiling choices. A final confirmation then shows that the card is active and ready to use.

Step one: enter the personal details required to create a new Speasy loyalty card Step two: create the account credentials needed to access the new card Step three: confirmation that the new Speasy loyalty card is active and ready to use

Creating a new card

This path is designed for users who do not already have a physical card and need to create a new one directly through the app.

The first stage collects only the personal information that is genuinely necessary. Unnecessary fields such as a full street address and postcode were removed. Location details are limited to what is needed to identify the user’s area and select the relevant Rossotono store, reducing the amount of personal data requested.

Users then create their account credentials with an email address, username and password before reaching the final confirmation screen. The same three-stage progress indicator remains visible throughout the process, making the current stage and the remaining steps immediately clear.

05. Closing the Gap

The redesign can be summarised through three key improvements.

  1. A more consistent visual identity

    Rossotono’s colours and visual language were brought into the app, creating a clearer connection between the physical store and the digital experience.

  2. Guidance throughout the entire journey

    Each stage now explains what users need to do, where they are and what will happen next. Contextual help and recovery options are available when difficulties occur, not only at the end of registration.

  3. Clarity over visual minimalism

    The redesign introduces more guidance, not more complexity. Every additional element helps users understand what to do, where they are and how to continue.