FEEDBACK/REWARD APP

Aussie Grit Apparel
Apr 10, 2018
3 min read

Updated: Nov 5, 2025

In my role as Experience Designer at Aussie Grit Apparel, I led the design of a feedback and rewards app that transformed how the business gathered insights, engaged customers, and informed future product development.

After 18 months in market, the brand had strong community enthusiasm but limited evidence that its products truly met customer needs. What started as a simple wear-testing program evolved into a service design initiative connecting the dots between marketing, product development, customer loyalty, and business strategy.

Through stakeholder interviews and iterative design, we uncovered opportunities to not only collect meaningful feedback but to reward and motivate customers for sharing their experiences. The result was a scalable digital solution that empowered the company to make data-driven product decisions, deepen customer relationships, and create a feedback loop that benefited the entire ecosystem - from designers and marketers to the outdoor athletes wearing the gear.

Below is a look at the research, prototyping, and user testing that shaped the evolution of the platform.

STAKEHOLDER INTERVIEWS

Interviews with stakeholders revealed that motivations for aquqring product feedback varied between departments

PRIMARY USERS WITHIN COMPANY (Identities protected)

MINIMAL VIABLE PRODUCTS - Phase 1

The simplest way for us to get the feedback we needed was to roll out a wear testing program over a 6 week period. We used an initial survey to gather user information and a second product specific survey which was sent to the selected testers. This survey was to be filled out by the 16 testers located in Australia and the UK after each activity. The survey consisted of closed end and open end questions giving us both quantitative and qualitative data.

MVP USER JOURNEY

Breaking down the user journey of our Production Manager (the main primary user) gave me insightful insights into the emotional experiences throughout the journey. This person was in close contact with the testers throughout the entire process and therefor was also able to give insights into their experiences with the product. This process allowed me to pinpoint the elements that could be improved for phase 2.

KEY PAIN POINTS

it proved challenging to find the right testers
legal documentation turned some testers away
asking too much from the testers in return for compensation
testers needed to remember details about activity
testers needed to answer some questions multiple times
sending out products was time consuming
getting sizes right was hard

BASIC USER JOURNEY secondary user / customer persona

In order to design a product that fits seamlessly into the life of the user I needed to understand their journey when practising one of the activities the company designs for. The window for opportunity became very clear in the process.

PHASE 2

FEATURE PRIORITIES

Based on the outcomes of the MVP and interviews. I was able to define the features needed in order of value and difficulty to build. At this point I was still focusing on the essential features.