Leading product inside a loyalty ecosystem with 1M+ members.
My role in Farmaclub was not the final visual UI. It was turning loyalty, operations and business goals into requirements, priorities and a digital experience that could work across a physical pharmacy network.
The app was one piece of a much larger system.
Farmaclub connects points, benefits, a catalog and redemption with physical operations. A digital decision could affect stores, inventory, communications, vendors and service. The product had to work end to end, not only at interface level.
Understand balance, discover value and redeem with confidence.
Activation, frequency, recurrence and retention.
Physical redemption consistent with the digital promise.
Priorities and deliverables aligned with real dependencies.
The product I led, shown through its real screens.
These captures show how Farmaclub lived inside Farmacorp's broader digital ecosystem: entry from the app, rewards catalog and points history. I use them as evidence of product scope, not as a claim of UI authorship.
A journey connecting loyalty, data and operations.
The work did not end at displaying points. The product had to connect earning, catalog, redemption and in-store operations while the team tracked activation, usage, frequency and program value.
Make the value a member has generated visible over time.
Turn points into a concrete action with catalog, availability and clear rules.
Coordinate the digital experience with real pharmacy processes.
Track activation, frequency, redemption and retention signals.
A digital journey that ends in a pharmacy.
That final step made the experience dependent on physical processes and operational communication. My responsibility was keeping product, loyalty strategy and execution connected.
My value was in deciding and aligning, not moving pixels.
Results inside the broader ecosystem.
The app coexisted with wider loyalty initiatives. I therefore separate product outcomes from program outcomes: the nationwide sticker campaign, for example, was a loyalty initiative I led that generated roughly 2% additional monthly sales while active; I do not present it as an app-only effect.