Spin Premia — Alejandro Dávila

Overview

One platform for loyalty data, campaigns, and team access

Spin Premia is OXXO's loyalty rewards program, managing points and campaigns for millions of Mexican consumers. The internal platform that powered it — used by marketing analysts, campaign managers, and executives — was built across 4 disconnected tools with no shared data layer, making campaign decisions slow and executive reporting nearly impossible.

The business case was straightforward: every day without a unified platform meant duplicated effort, inconsistent data, and slower marketing decisions for one of Mexico's largest retail loyalty programs. I designed the platform strategy, defined the role-based access model, and led the end-to-end UX from discovery to handoff.

The central design challenge was managing data density without sacrificing depth — building a system where analysts could drill into raw data while executives got at-a-glance visibility, all from the same platform.

The problem

Marketing teams used 4+ disconnected tools to manage loyalty campaigns, track analytics, and coordinate across roles — leading to data silos, duplicated work, and slow decision-making.

The solution

A unified platform with role-based access, shared dashboards, and a centralized campaign management hub — designed to reduce context-switching and put the right data in front of the right people.

Role-based access

Designing for three different roles

Analysts, campaign managers and executives each needed a different slice of the platform. I mapped their permissions into a role-based access model — so every role lands on exactly the data and tools relevant to them, and nothing else.

01 — Stakeholder mapping

Understanding the roles

Interviewed 8 internal stakeholders across 3 different team roles. Mapped their workflows, data needs, and pain points — identifying 3 distinct user types with different permission levels.

02 — Information architecture

Structuring the platform

Designed the IA for a role-based navigation system. Card sorting with real users validated the taxonomy. Created a global navigation that adapts based on user role without adding complexity.

03 — Dashboard design

Data-driven UI

Designed modular dashboard widgets, a campaign management flow, and a reporting section. Iterated through 4 rounds of usability testing with marketing analysts and campaign managers.

Results

Centralized access, faster decisions

The platform gave marketing teams and executives a single source of truth for the first time. Campaign managers no longer switched between 4 tools to complete a single workflow. Executives gained real-time visibility into loyalty program performance without requesting manual reports from analysts.

4 → 1

disconnected internal tools consolidated into a single platform, eliminating data silos and duplicated workflows

0

manual reports requested from analysts after launch — executives gained real-time visibility into loyalty program performance directly from the dashboard