Membeer

Designed for the Latin American market, it collects consumer data through a fun, reward-based experience that helps users discover and specialize in the beers they love — while generating valuable behavioral insights for the brand.

The project consisted of two main components:

• A consumer-facing mobile app where users earn points, unlock badges, and get rewards by interacting with beer-related content.
• A robust admin platform that allows AB-InBev teams to create and manage users, campaigns, games, email marketing, promotions, and track user behavior in real time.

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The Challenge

Design an intuitive and visually engaging platform that encourages users to share data naturally through gamification — while providing a stable backend for data collection and campaign management at scale.

The system had to feel light and entertaining to consumers, while being powerful and scalable enough for internal stakeholders managing hundreds of thousands of users across different countries.

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Impact

• +1.2 million users registered across 8 Latin American countries in the first 6 months.
• 74% average profile completion rate, significantly above industry benchmarks for voluntary data sharing.
• User session time increased by 55%, thanks to the game mechanics and personalized beer recommendations.
• Over 9,000 custom campaigns launched from the admin panel with multiregional targeting.
• Email open rate improved by 47% using in-app behavior and taste preferences to tailor content.
• +65% of users discovered new beers and changed preferences after completing the taste quizzes and leveling up their beer profile.

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Design process

We followed an agile, user-centered methodology focused on progressive data disclosure and gamification:

Discovery & Research

1. Interviews with beer consumers across LATAM markets.
2. Heuristic analysis of existing CRM systems.
3. Workshops with AB-InBev marketing, sales, and data teams to map objectives and constraints.

Experience Design

1. Definition of user personas: casual drinkers, loyal fans, beer connoisseurs.
2. Design of reward mechanics, profile leveling, badges, and leaderboard interactions.
3. User flow creation for consumer journey and administrator roles.

Visual & Interaction Design

1. Creation of a modular design system that worked across mobile and desktop.
2. Friendly, colorful visual language for the consumer app.
3. Clean and scalable interface for the administrator dashboard.

Prototyping

1. Wireframes and clickable prototypes for both ends of the platform.
2. Gamified components such as daily beer quizzes, taste tracker, and “unlockable” badges.
3. Admin features for campaign creation, user segmentation, email scheduling, and real-time data insights.

User Testing & Iteration

1. Remote testing in Colombia, Brazil, and Mexico with actual users and stakeholders.
2. Refinements to microinteractions and onboarding flow.
3. Adjustments to admin panel hierarchy and permissions system for large teams.

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Innovation Highlight: Gamification that Drives Data

Membeer successfully turned a traditionally dry CRM process into a fun, brand-aligned experience. Through taste quizzes, leveling systems, and rewards, users naturally shared data on their preferences and behaviors — allowing AB-InBev to better understand their audience and create more personalized marketing strategies.

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