Knack Gold Circle
A premium loyalty rewards
web app for a film
post-production studio
Product Strategy
Product Design
Art Direction
Knack Gold Circle
A premium loyalty rewards
web app for a film post-
production studio
Product Strategy
Product Design
Art Direction
Knack Gold Circle
A premium loyalty rewards web app
for a film post-production studio
Product Strategy
Product Design
Art Direction
Building a sophisticated
digital experience for a
premium app.
Building a sophisticated
digital experience for a premium app.
Building a sophisticated digital experience for a premium app.
OVERVIEW
OVERVIEW
Knack Studios is a premium post-production house in India offering sound, visual effects, color grading, and mastering for feature films and OTT productions. Their clients — mostly producers and directors — run multiple projects simultaneously, often spending significant sums across services.
Knack Studios is a premium post-production house in India offering sound, visual effects, color grading, and mastering for feature films and OTT productions. Their clients — mostly producers and directors — run multiple projects simultaneously, often spending significant sums across services.
THE ASK
THE ASK
Knack wanted a loyalty program that would reward clients for every rupee spent and give them access to exclusive services in return. But this wasn't just about points — it was about making top-tier producers feel like Gold Circle members, by providing a sophisticated digital experience, making them feel valued.
Knack wanted a loyalty program that would reward clients for every rupee spent and give them access to exclusive services in return. But this wasn't just about points — it was about making top-tier producers feel like Gold Circle members, by providing a sophisticated digital experience, making them feel valued.
STRATEGY
The problem wasn't
loyalty. It was invisibility.
Knack Studios had built genuine relationships with some of India's biggest film producers. But those relationships lived entirely in people's heads — in calls, meetings, and handshakes. When a producer finished a project with Knack, there was no system to say:
"We see you, we value you, come back."
I started by addressing three core pillars:
Feel premium, not promotional
Loyalty apps in most industries feel like discount mechanics. This one needed to feel like a membership — something a producer would be proud to hold. Every visual choice, every word, had to reflect Knack's standing as a premium studio.
Speak the language of film
Producers think in projects, not accounts. They talk about shoots, not subscriptions. The entire product architecture — from how services are categorized to how activity is logged — needed to mirror how film professionals actually work.
Earn trust through transparency
Loyalty program breed cynicism when points feel arbitrary or opaque. Every interaction — earning, redeeming, tracking expiry — needed to be legible.
STRATEGY
The problem wasn't
loyalty. It was invisibility.
Knack Studios had built genuine relationships with some of India's biggest film producers. But those relationships lived entirely in people's heads — in calls, meetings, and handshakes. When a producer finished a project with Knack, there was no system to say:
"We see you, we value you, come back."
I started by addressing three core pillars:
Feel premium, not promotional
Loyalty apps in most industries feel like discount mechanics. This one needed to feel like a membership — something a producer would be proud to hold. Every visual choice, every word, had to reflect Knack's standing as a premium studio.
Speak the language of film
Producers think in projects, not accounts. They talk about shoots, not subscriptions. The entire product architecture — from how services are categorized to how activity is logged — needed to mirror how film professionals actually work.
Earn trust through transparency
Loyalty program breed cynicism when points feel arbitrary or opaque. Every interaction — earning, redeeming, tracking expiry — needed to be legible.
STRATEGY
The problem wasn't loyalty. It was invisibility.
Knack Studios had built genuine relationships with some of India's biggest film producers. But those relationships lived entirely in people's heads — in calls, meetings, and handshakes. When a producer finished a project with Knack, there was no system to say: "We see you, we value you, come back."
I started by addressing three core pillars:
Feel premium, not promotional
Loyalty apps in most industries feel like discount mechanics. This one needed to feel like a membership — something a producer would be proud to hold. Every visual choice, every word, had to reflect Knack's standing as a premium studio.
Speak the language of film
Producers think in projects, not accounts. They talk about shoots, not subscriptions. The entire product architecture — from how services are categorized to how activity is logged — needed to mirror how film professionals actually work.
Earn trust through transparency
Loyalty program breed cynicism when points feel arbitrary or opaque. Every interaction — earning, redeeming, tracking expiry — needed to be legible.
APPROACH
Mapping the flows and
building the system
The app had two distinct service types that needed different
flows: reward services (points-based, self-serve checkout)
and primary services (enquiry-only, requires human
follow-up). Keeping these coherent within one cart was a key
design challenge.
APPROACH
Mapping the flows and
building the system
The app had two distinct service types that needed different flows: reward services (points-based, self-serve checkout)and primary services (enquiry-only, requires human follow-up). Keeping these coherent within one cart was a key design challenge.
APPROACH
Mapping the flows and
building the system
The app had two distinct service types that needed different flows: reward services (points-based, self-serve checkout)and primary services (enquiry-only, requires human follow-up). Keeping these coherent within one cart was a key design challenge.
Redeem Service Flow
Earn Service Flow
Redeem Service Flow
Earn Service Flow
Redeem Service Flow
Earn Service Flow
KEY DECISIONS
Recognition is the product—
not just the reward.
The system celebrates long-term partnerships through status, language, and thoughtful moments of delight, making loyalty feel personal instead of transactional.
Status needs to feel earned,
not just described.
The tier system (Prodigy → Creative Genius → Gold Circle → Legend) uses film-world language deliberately. Producers respond to cinematic framing — it makes the program feel like it belongs to their world.
The member card is a
relationship signal.
A physical-card-style gold member card — not just a digital screen — gives members something to feel proud of. It communicates that Knack values them beyond a transaction number.
Producers think in projects,
not services.
The app needed to anchor every interaction to a project name — the way producers actually organize their work. Every service redemption, every enquiry, every activity log entry is project-tagged.
Reward services are not the
same as a shopping cart.
Unlike e-commerce, these services require human coordination after checkout. I designed the confirmation screen to set the right expectation: "A Customer Experience Executive will reach out to you soon."
Transparency builds loyalty,
not just points.
Activity logs broken down by project, service, and month make it easy for producers to understand exactly what their engagement has been worth. Opaque loyalty programmes breed distrust.
KEY DECISIONS
Recognition is the product
—not just the reward.
The system celebrates long-term partnerships through status, language, and thoughtful moments of delight, making loyalty feel personal instead of transactional.
Status needs to feel earned,
not just described.
The tier system (Prodigy → Creative Genius → Gold Circle → Legend) uses film-world language deliberately. Producers respond to cinematic framing — it makes the program feel like it belongs to their world.
The member card is a
relationship signal.
A physical-card-style gold member card — not just a digital screen — gives members something to feel proud of. It communicates that Knack values them beyond a transaction number.
Producers think in projects,
not services.
The app needed to anchor every interaction to a project name — the way producers actually organize their work. Every service redemption, every enquiry, every activity log entry is project-tagged.
Reward services are not the
same as a shopping cart.
Unlike e-commerce, these services require human coordination after checkout. I designed the confirmation screen to set the right expectation: "A Customer Experience Executive will reach out to you soon."
Transparency builds loyalty,
not just points.
Activity logs broken down by project, service, and month make it easy for producers to understand exactly what their engagement has been worth. Opaque loyalty programmes breed distrust.
KEY DECISIONS
Recognition is the product — not just
the reward.
The system celebrates long-term partnerships through status, language, and thoughtful moments of delight, making loyalty feel personal instead of transactional.
Status needs to feel earned,
not just described.
The tier system (Prodigy → Creative Genius → Gold Circle → Legend) uses film-world language deliberately. Producers respond to cinematic framing — it makes the program feel like it belongs to their world.
The member card is a
relationship signal.
A physical-card-style gold member card — not just a digital screen — gives members something to feel proud of. It communicates that Knack values them beyond a transaction number.
Producers think in projects,
not services.
The app needed to anchor every interaction to a project name — the way producers actually organize their work. Every service redemption, every enquiry, every activity log entry is project-tagged.
Reward services are not the
same as a shopping cart.
Unlike e-commerce, these services require human coordination after checkout. I designed the confirmation screen to set the right expectation: "A Customer Experience Executive will reach out to you soon."
Transparency builds loyalty,
not just points.
Activity logs broken down by project, service, and month make it easy for producers to understand exactly what their engagement has been worth. Opaque loyalty programmes breed distrust.
KEY TAKEAWAYS
KEY TAKEAWAYS
What I learnt from
this project
What I learnt from
this project
Domain language matters enormously.
Domain language matters enormously.
Using film-world terminology (production names, project-centric thinking, cinematic tier names) made the product feel native rather than generic. Loyalty UX that ignores its industry context always feels off.
Using film-world terminology (production names, project-centric thinking, cinematic tier names) made the product feel native rather than generic. Loyalty UX that ignores its industry context always feels off.
Mixed checkout flows need a visual hierarchy
that explains itself.
Mixed checkout flows need a visual hierarchy that explains itself.
When reward items and enquiry items share a cart, the design has to communicate the difference without a user needing to read anything. Badge, cost field, and CTA patterns do that work.
When reward items and enquiry items share a cart, the design has to communicate the difference without a user needing to read anything. Badge, cost field, and CTA patterns do that work.
AI-generated imagery is a creative tool, not a shortcut.
AI-generated imagery is a creative tool, not a shortcut.
Midjourney gave me the ability to art-direct an entire visual catalogue — with cinematic specificity, at speed, without a photography budget. The quality of the output came from the quality of the prompting and the clarity of the creative direction behind it.
Midjourney gave me the ability to art-direct an entire visual catalogue — with cinematic specificity, at speed, without a photography budget. The quality of the output came from the quality of the prompting and the clarity of the creative direction behind it.
Edge cases are the product.
Edge cases are the product.