Digify is an Iranian platform that helps small business owners build their online stores with integrated customer loyalty services. The project evolved from an earlier product called Bonus, which focused solely on loyalty programs. Together with a growing design team, we transformed Bonus into Digify, a complete e-commerce platform tailored for the Iranian market.
I was part of the core product design team, working alongside a UX researcher, UX writer, and two other designers.
Responsibilities
Conducting user interviews and usability testing
Running benchmarking and competitor analysis
Analyzing user behavior via Google Analytics and Hotjar
Collaborating with QA to test and validate product features
Contributing to UX and UI design decisions across the platform
The Problem
Through research, we identified several major pain points for our Iranian audience:
Most business owners were unfamiliar with how to take their stores online
Users didn’t understand loyalty services or how they worked
The existing processes for registration, product setup, and store creation were complex and overwhelming
The platform lacked localized UX and language support tailored to Persian-speaking users
Research & Insights
We conducted in-depth interviews and usability tests with a broad audience aged 18–40.
Key takeaways:
📊 45% of users wanted clearer reporting on their business performance
❌ 60% had never used a website builder before
📱 84% relied on Instagram for sales and wanted to integrate it with their store
🆘 90% needed help to get their businesses online
These insights helped us prioritize educational support, onboarding improvements, and seamless integrations.
Design & Solutions
Based on our findings, we implemented several key solutions:
Created educational content on social media and blogs to build user awareness and comfort
Designed a "Tour Site" feature to walk new users through key platform sections
Built a Task List onboarding system to help users complete setup step-by-step
Redesigned the product creation flow to be more intuitive and user-friendly
Converted the registration and store setup into a wizard-based flow with clear milestones and progress tracking
We also ensured the full product experience was optimized for Persian language support and RTL layout, providing a natural and local feel for Iranian users.
Impact & Metrics
Helped business owners take their stores online with confidence and simplicity
Delivered a full Persian-language product experience tailored for non-technical users
Enabled loyalty service features for Iranian e-commerce use cases
Improved the overall shopper and merchant experience through user testing and feedback loops
Introduced theme customization features for better storefront personalization
Digify was more than a redesign; it was a cultural and technical transformation, turning a niche loyalty tool into a full-fledged e-commerce platform for Iranian entrepreneurs.
