White Labeling
UI, Code & Motion Graphics
​For years, in between and during projects I was creating visuals and marketing content for Odysii's and Gilbarco Veeder-Root's clients.
I also took part in the development and UI design of new features and redesigned products.
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What's White Labeling?
White labeling is when a product or service removes its brand and logo from the end product and instead uses the branding requested by the purchaser.
Odysii and GVR offered B2B2C solutions for retailers in convenience stores, coffee shops, and even for the Israeli Postal Office, banks, and the Council for Sports Betting (Toto).
All solutions included software development with white-label digital design. Needless to say, install and distribution, QA and support were also included in our services.
We were the in-house studio team responsible for all visuals: from creating imagery to motion-graphics advertising, to UI design, and even front-end coding.
I worked with project managers to help clients increase their conversion using digital customer interaction.
In some projects, I corresponded directly with the client and managed content release and approval.
In other projects, I took part in the software development by coding parts of the front-end UI.
Roles & Responsibilities
XAML
After Effects
& all in between
Geography
I worked with dozens of small-to-large scale businesses, from Israel, Europe, and the US.
Team
We were a team of 2 (sometimes 3) designers sharing this on-going assignment.
Informative & Interactive
Overview & Goals
We created interfaces, designed marketing and content visuals for different clients, different products, different platforms, but overall there were 2 main B2B2C product types:
Informative
Informative interfaces displayed on HD TV screens at the branch store. Their purpose was to make services accessible, to support the brand, and to broaden marketing.
Interactive
Interactive tablets or fuel pump screens, like Impulse Edge or Pump Experience. The interface supports the transaction with customized promotions, Loyalty campaigns and games. The goal was to increase Loyalty sign-in and conversion.
Clients I worked with
I had daily/weekly communication with our clients. I created demos and prototypes for potential clients. We had clients from Israel, Europe, the US. Our clients' businesses varied in scale, fields, and cultures. Here are some of them:
Problem Approach
Pointing the Problem
Sometimes it’s about finding the best solution, and sometimes it’s about finding the problem.
For years we would design layouts to match each platform and created unique assets to ensure each client and the end-users would enjoy a branded consistent product.
All content must be approved by the client and of course, each client has a different iterations rate.
But with some clients, the iterations rate significantly exceeded the average.
As we grew in the number of clients, we had to rethink our design process. It became more time-consuming than predicted, and we wanted to save that time without compromising the quality of content, client satisfaction, and end-user conversion.
The tip of an 8 years old marketing iceberg
I created hundreds of digital promotions distributed in over 300 stores in the USA and Europe.
Solution Approach
Dynamic Templates
Yuri Feldman, our wise Head of Design, always kept everything dynamic, customizable, and scalable.
His approach led us to the decision of designing template-based layouts that would match any client with a few configurable values.
As for the content, we found a way to configure a category for most items and create category-based templates. This way, we could create more customizable content, faster
Also, I created a friendly "spec" form especially for those with higher iteration rates, to help them focus their requirements and make our communication better.
​Our approach was creating a dynamic product, so we constantly searched for ways to improve and up-to-date content and visuals. We always encouraged client feedback, and we kept testing the end-user transactions.
Dynamic Branding
Most of our SMB clients were franchises of bigger brands, like Shell, Sunoco, BMP, etc. We created a universal structure with several layouts. Each layout had branded themes to match most of our clients. This new structure allowed a far more dynamic design. By simply applying different style settings, we could easily re-brand the entire solution.
Here's an explainer video I created for clients on extending brands with Impulse:
Black List
We are obligated by law not to distribute age-restricted items. After customer research, we discovered clients had additional preferences for restricted items. Here's an explainer video I created for clients on Impulse's Black List:
Default Customer Surveys
Our clients wanted customer feedback to improve customer satisfaction, but not all clients knew what to ask and how. We created a set of a dozen survey templates for retailers to choose from and customize. Here's an explainer video I created for clients on Surveys with Impulse:
Dispencer Promotion for Yellow
Monthly commercial content for a large C-Store change in Israel - Yellow. This project was a part of a pilot and ran on a dispenser screen at a dozen Paz fueling stations. Each month we created a new template to present popular in-store sales to encourage customers to come inside.
Sweet 60
$60,000 in 60 Days! This is how Terrible's celebrated their 60th birthday: Each day, a single customer won $1,000 when playing the "Spin & Win" game on our Impulse tablets in Terrible's C-stores. We had to ensure ONLY ONE customer won each day. For that, we needed some calculation time, just before running the game each time. I suggested we'll make a video or a short promo that would buy us time, explain the game and the prize, and also create enthusiasm. This was one of the few animated features on Impulse, and I seized every opportunity to encourage more of them.
Character Design
Sales Person Avatar created a sales enhancement app running on a customer-facing screen at thousands of convenience stores across the US and Europe. Due to low interaction rates with the app, this was an attempt to make the app more friendly, approachable, and noticeable. Unfortunately, I didn't have any approach to analytical data to measure the interaction for this feature, but I do know that some clients (mainly SMBs) requested for this avatar to be a part of the app.
Some Numbers
Take-away
Most of the data reflecting customer interaction rate or the retailer's conversion data is confidential, but I can present some numbers showing our company's growth and I'm proud to say I had a role in those grand achievements:
$40M
In 2015 Gilbarco acquired Odysii for ~$40M
$6M
One client was specifically memorable, signing a $6M contract with our company.
2,100
We delivered on-time content for 1,600 Toto sites & 500 Post IL offices on-premise locations.
