Comarch CLM – Loyalty Platform from scratch
Comarch Loyalty Management
CLM (Comarch Loyalty Management) is a comprehensive platform for managing customer loyalty, e-commerce promotions, campaigns, segmentation, and audience targeting. Over the years, it evolved into a highly advanced tool, primarily used by large enterprise clients.
I worked as the main Product Designer on CLM6
Throughout the project, I closely collaborated with project managers, analytics who had deep knowledge of the previous version (v5). Thanks to their insights and feedback from clients, I was able to better understand existing pain points, map out key flows, and rethink the experience from scratch.
Problem
Interface of the CLM and UX gradually became outdated, falling behind modern design standards and user expectations.
The system suffered from an outdated UI, low accessibility (especially on mobile), and a high level of complexity. New users often had to go through long and demanding training sessions just to perform basic tasks. This complexity created a high barrier to entry and made it difficult to adopt the tool in smaller organizations or teams without technical support.
Eventually, it became clear that a complete redesign was necessary — not just a visual refresh, but a structural rethinking. The goal was to build a new version of CLM that would align with current UX/UI standards, address real user needs, and be offered as a scalable cloud-based SaaS solution.
Goal
The goal was to create a simplified, modern, and accessible version of CLM that eliminates friction and reduces the learning curve for users. We wanted to build a tool that is powerful but intuitive — where users can manage campaigns, promotions, and customer segments without needing advanced training.
To support this, we integrated AI-powered features such as smart predictions, natural language processing (NLP), and machine learning. These enhancements allow the system to proactively suggest campaign timings, analyze performance, detect anomalies, and recommend actions based on user behavior and business data.
Dashboard
The redesigned CLM dashboard serves as a central place where all key data points converge — from campaign performance and promotion analytics to customer engagement metrics. One of its core elements is the real-time stream, which provides live updates about campaign progress. If a campaign underperforms or fails to meet its goals, users are notified immediately, allowing for quick reaction and optimization.
The dashboard is fully customizable: users can add or remove widgets, integrate external data sources, and tailor the view to fit their specific needs. Additionally, multiple workspaces can be created to support various teams, campaigns, or business goals — offering a flexible, user-centric experience designed for scale and efficiency.
Customer journey
The Journey Builder, uses that data to activate logic, trigger campaigns, and automate actions based on real-time inputs. Users can create journeys from scratch using predefined events, or start with ready-made templates tailored to typical marketing scenarios.
Each journey can be linked directly to specific promotions, campaigns, or user segments, making it easy to automate personalized communication and actions across the entire loyalty and e-commerce ecosystem.
The builder is intuitive and flexible — marketers can define triggers, set conditions, and assign outcomes without writing a single line of code. This allows teams to respond to user behavior dynamically and deliver meaningful experiences at scale.
Strategic audience builder & targeting logic
You can build target groups using a visual Rule Builder, where you set simple rules with “and/or” logic – like “users who bought skis OR visited the climbing gear page.”
To make things even easier, there’s NLP support, so you can type rules in plain language and the system turns them into logic automatically.
There are also ready-made templates and saved audiences you can reuse, which speeds up creating new campaigns and keeps everything consistent.
Create and compare segments
The segment comparison allows users to analyze and compare up to five custom or predefined customer segments side by side. Segments can be selected from existing templates or created from scratch using the Rule Builder. This flexibility makes it easy to explore key behavioral and demographic differences, helping teams tailor campaigns more effectively.
The dashboard includes key metrics such as the number of users in each segment, trend indicators, and visualizations like Venn diagrams for segment overlap and line charts showing changes over time. This is especially useful for strategic planning, A/B testing, or evaluating campaign performance across different target groups.
