Back'd
Designing a Consumer-First Alternative to the $300B Advertising Market
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As Project Lead and Product Designer for Back'd, I owned the end-to-end design and strategy for a consumer-first rewards platform that challenged the $300B advertising industry. Over four months, I translated the multi-sided business model into an intuitive mobile experience that reimagined how advertising could work—transparently, consensually, and with direct consumer benefit.
Problem
Digital advertising had become intrusive, opaque, and misaligned with consumer interests. Brands paid for attention, platforms controlled the relationship, and consumers received little direct value in return. Advertising interrupted experiences rather than improving them, relied on third-party data, and offered users no real control over what they shared, when they engaged, or how brands showed up in their lives. Back'd set out to challenge this model by proving that advertising could be transparent, consensual, and directly beneficial to consumers while still delivering higher-quality engagement for brands and local businesses.
Solution
Back'd was designed as a consumer-first rewards and sponsorship platform that redefined how advertising works. The mobile app gave users control over what data they shared, which brands they engaged with, and where sponsorship showed up in their real lives, such as paying for everyday purchases like coffee or food. Brands gained higher engagement through opt-in participation, first-party data, and real-world redemption, while local businesses benefited from increased foot traffic and incremental revenue without sacrificing margins. The MVP was built as a fast, scalable iOS experience using React Native to validate the model quickly and reduce future platform expansion costs.
“The team delivered a crisp and clean user experience and demonstrated excellent project management along the way.”
Matt Williams Founder, Back’d
My Approach
I served as Project Lead and Product Designer, owning product strategy, UX, visual design, and brand definition from concept through launch. Over the four-month timeline, I led product definition, UX strategy, brand positioning, and end-to-end app design while partnering closely with engineering to move quickly without sacrificing clarity or quality.
Defining the Product Strategy
The product was structured around three core audiences—end users, sponsors, and local businesses—each with distinct value propositions and workflows. I translated the complex, multi-sided business model into a simple, intuitive mobile experience that balanced the needs of all three groups. My messaging architecture, user flow definition, and interaction design were intentionally frictionless to help users reach the "aha" moment quickly and understand how advertising could work on their terms.
Leading the Design Execution
I made pragmatic decisions around scope, technology, and speed while working closely with engineering to ensure we could launch within the aggressive timeline. The design focused on giving users immediate control and transparency, making the value exchange clear from the first interaction. By prioritizing clarity and simplicity, I created an experience where the revolutionary business model felt natural and accessible rather than complex or confusing.
The Impact
Successfully launched the Back'd iOS MVP within four months, validating a new advertising model centered on choice, transparency, and real-world value
Designed an experience that balanced the needs of three distinct audiences—consumers, brands, and local businesses—within a single cohesive product
Created frictionless onboarding and messaging that helped users quickly understand how advertising could work on their terms
Demonstrated excellent project management and delivered a crisp, clean user experience that earned founder recognition for quality and execution
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