Portfolio·Works·Hektaş

Hektaş Dealer Experience

Agriculture Dealer Experience Loyalty & Gamification Mobile App

I mapped Hektaş's relationship with its agrochemical dealers end to end and designed the mobile experience that turns loyalty from a points scheme into a relationship. Dealers were not one type — some looked at price, some at brand, some at their standing in the region.

Role
UX Research & Product Design
Platform
Mobile App · Loyalty Club
Industry
Agriculture · Dealer Loyalty
01IMPACT & OUTCOMES

From an app that collects points to a relationship that knows the dealer.

0
Survey Responses
I designed the survey measuring dealers' age, seniority, revenue and purchase priority — and built the segmentation from 96 responses.
0
In-depth Interviews
I interviewed 24 dealers across 6 regions one-to-one, moderating a share of the sessions myself.
0
Personas
Synthesizing survey and interviews, I derived five behavioural dealer profiles — the whole design was built around them.
Survey + in-depth interviews 5 behavioural personas Dealer experience journey Loyalty & gamification
02PROBLEM

There was loyalty — but no one knew whose it was.

I had to solve these within the following constraints
Low digital literacy Seasonal behaviour Regional differences Harsh price competition

The loyalty club handed out points but didn't know the dealer: the same screen said the same thing to a 25-year veteran and to a young dealer chasing revenue growth.

Business Goal

Dealer loyalty was being eroded by price competition; Hektaş needed a bond with the dealer that went beyond price.

User Problem

The dealer didn't see themselves in the app. There were ways to earn points, but not a clue which ones mattered or how to reach a given privilege.

Design Challenge

Serving five dealer profiles with wildly different digital literacy — with equal clarity, in one mobile app.

03RESEARCH

You can't design loyalty for someone you don't know.

First I measured, then I listened. The survey segmented dealers by revenue, seniority, education and purchase priority; then I interviewed dealers from each segment in depth. The five personas emerged where those two layers meet.

Survey (Quantitative)
I designed the survey measuring age, dealership seniority, education, annual revenue and purchase priority.
96 responses · revenue ₺750K – ₺25M+
In-depth Interviews
60-minute semi-structured interviews with 24 dealers across 6 regions; I moderated a share of them myself.
Mediterranean · Marmara · Aegean · Central Anatolia · Çukurova · GAP
Stakeholder Interviews
With field, marketing and loyalty-club teams I mapped dealer profiles and existing privileges.
Dealer profiles · privileges · competitor strategies
Segmentation & Personas
I intersected the survey's numeric segments with behavioural patterns from interviews to derive five personas.
Traditionalist · Ambitious · Aristocrat · Businessman · Know-it-all
Experience Journey Map
I mapped every touchpoint from a dealer's first contact with Hektaş through to loyalty.
Meeting → Buying → Selling → Loyalty
Synthesis & Strategy
I translated findings into loyalty-club mechanics and locked the design strategy.
Findings → mechanics → design strategy
The research, in numbers
96
Survey Responses
Segmentation by revenue, seniority, education and purchase priority.
24
In-depth Interviews
60-minute one-to-one sessions with dealers from every persona.
6
Regions
Regional behaviour differences — loyalty is markedly higher in the GAP region, for instance.
5
Personas
Behavioural dealer profiles from the intersection of survey and interviews.
The four findings the research surfaced
My role

I designed and ran the research: I wrote the survey, moderated interviews with dealers across 6 regions, and intersected survey segments with interview patterns to derive the five personas and the experience journey.

04BUSINESS GOALS

The goals the design served.

Every design decision tied to one of four goals — all born from the research findings.

05USER TYPES

Five dealers, five different motivations.

These personas came not from a brainstorm but from the intersection of 96 survey responses and 24 interviews. Every decision in the app was made together with the persona it serves.

Hektaş — bayi profilleri

The Traditionalist

20+ years in the trade. Loyal to the brand he's always worked with, wary of technology. Needs: a simplified interface with large targets and few steps.

The Ambitious

Young, growth-focused; cares about revenue and his rank in the region. Needs: progress, leaderboards and visible gains — Tarım Ligi is built for him.

The Aristocrat

An agricultural engineer running a large operation; never compromises on brand and quality. Needs: technical depth and product substance.

The Businessman

Sees the dealership as one line of business among others. Needs: speed, efficiency and a clear commercial return.

The Know-it-all

Master of the content, makes his own call. Needs: evidence, data and comparison — information, not persuasion.

06USER FLOW & INFORMATION ARCHITECTURE

From first contact to loyalty, one journey.

I mapped the dealer's journey with Hektaş in five stops, then built the loyalty club's architecture to serve that journey.

01
Meeting
The dealer meets Hektaş; the first impression lays the foundation of loyalty.
02
Buying
Decides on the product — between brand, substance and regional demand.
03
Selling
Recommends it to the farmer, putting his own reputation on the line.
04
Earning
Earns Tarım Puan and sees his rank in Tarım Ligi.
05
Loyalty
Unlocks privileges; the bond outgrows price.
the architecture serving this journey
Hektaş Loyalty Club
Earn
  • Tarım Ligi (League)
  • Watch & Earn
  • Knowledge Wheel
Spend
  • My Coupons
  • Privileges
  • Tarım Puan
Grow
  • My Fields
  • Training & Content
  • Show Yourself
My role

I designed the dealer journey and the loyalty club's information architecture, matching each mechanic to the persona it serves, based on the research.

07DESIGN DECISIONS

Why I made these decisions.

Each decision answers a research finding. Not aesthetics — reasoning.

Hektaş — Ana ekran
01Personalising the home screen to the dealer's state
Problem
One screen said the same thing to the traditionalist and the ambitious alike; nobody saw themselves.
Alternatives
(a) One screen for all, (b) let the user pick a theme, (c) a home screen that adapts to point status and seasonal context.
Why this
(c): Research showed motivation shifts with profile and season. Making people choose would only burden the least literate.
Result
On the home screen the dealer sees their own state and the next gain within reach.
Hektaş — Sadakat
02Turning earning from a chore into a game
Problem
Ways to earn existed but were invisible; the dealer didn't know what would earn what.
Alternatives
(a) A long rules page, (b) email notifications, (c) embedding Tarım Ligi / Watch & Earn / the Knowledge Wheel into the main flow.
Why this
(c): The ambitious dealer is moved by ranking, the traditionalist by small clear tasks. Reading rules served neither.
Result
The path to earning became visible without reading a single rule.
Hektaş — Kuponlar ve ayrıcalıklar
03Measuring loyalty by standing, not points
Problem
Most dealers said 'brand and quality are non-negotiable', yet the club rewarded revenue alone.
Alternatives
(a) Revenue-only tiers, (b) random campaigns, (c) multi-dimensional tiers rewarding knowledge, training and regional standing too.
Why this
(c): The only thing defensible against a price war is the relationship. Rewarding revenue alone just fuelled the war.
Result
A dealer now rises not just by buying, but by learning and representing the brand in their region.
My role

I made all three calls: I synthesized the research, weighed and justified the alternatives, and implemented them in the UI.

08WIREFRAMES

From skeleton to final design.

I validated the structure before colour and brand: a flow even the least digitally literate dealer can move through without stalling.

Hektaş — Wireframe

Wireframe

Intent
Validating hierarchy and flow before colour arrives.
Hektaş — Final tasarım

Final Design

What changed
The same skeleton, brought to life with brand language and personalised cards.
09DESIGN SYSTEM

An interface you can still read out in the field.

I built the system for the lowest digital literacy: large touch targets, high contrast, single-purpose cards. Hektaş green carries trust; orange carries action.

Aa
PoppinsRounded, warm, legible at arm's length
#007934
#12A14B
#EE7623
#FFCB05
#00BED6
COMPONENTS, GRID & STATES
Buttons
Earn Points Use Coupon Details Disabled
Cards
Tarım Ligi
3rd in your region — 120 points to 2nd.
+20 Tarım Puan
Knowledge Wheel
Take the weekly quiz, multiply your points.
3 days left
Forms & States
Dealer code Add field details Coupon expired
Default Focus Earned Expiring
Grid & Spacing
Large touch targets (48px min) · a 4px-based spacing scale · high contrast.
My role

I built the design system from scratch and calibrated it to the lowest digital literacy: I defined the touch targets, contrast ratios and component behaviours.

10REFLECTION & LESSONS LEARNED
"

Loyalty isn't a points balance — it's someone choosing to represent you in their own region.

What I'm proudest of is refusing to treat dealers as one 'user': 96 survey responses and 24 interviews surfaced five opposing motivations, and the design changed accordingly. If I started over, I'd run the research twice — in peak and in off-season — to measure how much the season really moves behaviour.

01

A segment is a behaviour, not a number

Revenue told us who was big; only the interviews told us what moved them.

02

Accessibility isn't a feature, it's a precondition

Designing for a user with low digital literacy is designing for everyone.

03

Gamification must sit on a motivation

The same leaderboard thrills one dealer and repels another. A mechanic is worthless until it's tied to a persona.