Blu
About Blu
Blu is a leading electronic cigarette and vaping brand, owned by Imperial Brands through its subsidiary Fontem Ventures. Established as one of the early innovators in the e-cigarette market, Blu offers a range of rechargeable and disposable devices along with a wide selection of flavoured and unflavoured e-liquids. The brand has a strong retail and online presence in the UK, Europe, and the US, and is positioned around delivering accessible, regulated alternatives to traditional tobacco products, with a focus on convenience, variety, and user experience.
My contribution
As Product Designer, I supported Blu in extending its loyalty program into new markets in Spain and France. The program was designed to reward customers with points that could be redeemed for Blu experiences and product purchases.
My role covered the full design process: conducting competitor and territory research, building empathy maps to capture customer needs, and shaping the ID verification and onboarding journey. I created site maps, wireframes, and creative concepts to define how the program would work end-to-end, ensuring it was both compliant and user-friendly.
This work helped Blu align its digital loyalty offering with local market expectations while creating a scalable framework to drive customer retention and engagement.
Customer Empathy Mapping – Blu
To support the design of Blu’s loyalty program in Spain and France, I developed detailed customer empathy maps to capture user needs, motivations, and pain points across different market segments. This exercise provided a structured way to visualise what customers think, feel, see, hear, and do in relation to vaping products and loyalty schemes.
By comparing behaviours and attitudes across territories, the empathy maps highlighted cultural differences, key triggers for engagement, and opportunities to build trust. These insights informed the onboarding flow, feature prioritisation, and communication tone, ensuring the loyalty program was both relevant and resonant for users in each market.
User Journey Flow Exploration – Blu
As part of the loyalty program design, I created detailed user journey flows to explore how customers would interact with key touchpoints — from onboarding and account verification to earning and redeeming points. These flows mapped out step-by-step interactions, pain points, and opportunities, allowing the team to test assumptions early and align the end-to-end experience with user expectations.
The exploration provided clarity on where to introduce features like social sign-up, ID verification, and reward redemption, ensuring the journeys were seamless, compliant, and engaging across both Spanish and French markets.
Wireframes
I produced low- to mid-fidelity wireframes to define the structure and functionality of Blu’s loyalty program across mobile and web. These wireframes explored key flows including onboarding, ID verification, account setup, and reward redemption. By focusing on hierarchy, layout, and interaction patterns, the wireframes provided a foundation for stakeholder review and usability validation before moving into high-fidelity design.
The outputs aligned cross-functional teams on the end-to-end experience and created a clear roadmap for development, ensuring the final solution was user-friendly, scalable, and market-ready.
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