WALS
Category
CMS
/
The Problem
Businesses wanted to run a loyalty program, but didn't want to force customers to download yet another app. WhatsApp was the obvious channel — high adoption, zero friction for customers — but behind that simple chat interface, there was no real system to manage memberships, rewards, or customer data at scale.
My Role
I was tasked with designing the entire CMS behind WALS from scratch — covering membership, promotions, rewards, birthday rewards, notifications, a dashboard, tiering and conversation tools, customer service, FAQ, and brand and outlet management. Eleven modules, one system, zero existing reference to build from.
Process
With this many moving parts, I knew jumping straight into screens would create chaos. So I slowed down first.
Mapped how data needed to flow between the admin CMS and the WhatsApp chatbot experience before designing a single module, so nothing would feel disconnected later.
Designed around three access levels super admin, brand manager, and outlet operator — each with a view that only shows what's relevant to their job.
Built the tiering and conversation module so admins could manage customer segments (like bronze, silver, gold) while also reviewing WhatsApp chat logs for customer service purposes.
Treated every module as a reusable component, not a one-off screen, so the system could scale without breaking visual consistency.
Went through multiple rounds of feedback with developers on each module to make sure what I designed could actually be built without ambiguity.
The Impact
WALS brought together 11 previously disconnected functions into one cohesive platform. Developers could implement the design with minimal back-and-forth because every component already accounted for its different states — empty, loading, error, filled. Outlet staff could run the loyalty program day-to-day without needing a developer on standby, since the whole system was designed for non-technical users from the start.
11 modules unified into one platform
Minimal design-to-development friction
Operable by non-technical outlet staff
Seamless visual consistency between web and WhatsAppn.
