Farmaclub
As Product Owner, I led the development and evolution of the Farmaclub app, connecting loyalty goals, customer needs, operations, technology, vendors, and business priorities.
The product
Farmaclub digitizes part of the loyalty experience: point balance, discovery of benefits and products, category navigation, and generation of a temporary PIN for in-store redemption.
My contribution was product leadership, not visual interface design
My responsibility was to lead the development and evolution of the application as Product Owner: aligning customer and business needs, coordinating teams and vendors, prioritizing initiatives, and supporting the launch within the loyalty program.
A digital journey that ends in physical operations
The experience connects point balance, discovery, selection, and a temporary PIN with in-store redemption. The product therefore had to work not only at the interface level, but also within real branch and loyalty-program operations.
Behavior-driven product
The loyalty work used sales, participation, redemption, activation, frequency, recurrence, and retention indicators to prioritize actions. The app was one component of a relationship ecosystem serving more than one million members.