Tick is asleep

Qubriux · Skellam

One platform, built from zero

Beyond onboarding, I designed all of Qubriux: navigation, segments and every builder. Each builder starts with the merchant’s first question: campaigns with who, offers with what, forms with when.

Role

Sole product designer

Team

CEO, 1 PM, 3–4 engineers

Timeline

2021–2022

Scope

Web app + 2 mobile apps

Areas of influence

Navigation and segments
Campaign, offer and form builders
AI Autopilot for games
Co-marketing

Highlights

Targeting Tactics, singled out by the client
Campaign 3.0: menus open where you click
AI that merchants can switch off

Scroll to move through the story

Segments with a plan

Every preset segment came with Targeting Tactics.

Active, At Risk, Loyal, Big Spenders: each came with the intent for that segment and three concrete moves. The client singled this out.

Targeting Tactics dialog for a segment with three suggested tactics
Targeting Tactics: the intent, then three moves.

Campaign 3.0

The choice appears where you click.

My last redesign before leaving. The + opens its menu right on the branch instead of a panel across the screen, so every step of a long flow is a shorter trip.

Campaign 3.0 flow with an If/Else condition and a menu opened inline at the plus button
Designed and handed over at the end of my time there.

AI on autopilot

A shopping game the AI can run for you.

A timed shopping game for stores. Autopilot lets AI pick steps, products and timings per customer, pushing best-sellers or slow-moving stock. Merchants can switch it off and set everything by hand.

Game configuration with the Autopilot toggle on and the settings AI chooses
AI does the work; the merchant keeps the switch.

Co-marketing

Stores promoting each other.

Spend ₹1,500 at one store, get 10% off at its partner. The first screen explains it in one sentence and offers two paths: invite a store, or add one already on Qubriux.

Co-Marketing empty state with two options: invite a store partner, or add an existing one
One idea, two clear paths.

Qffer

The same offers, at the store counter.

Two mobile apps for physical stores: merchants run offers, shoppers find them nearby and redeem them.

Read the Qffer case study →
Qffer shopper home with nearby stores and a Scan QR button
Shopper home
Qffer cart with an offer applied
Offer in the cart

What I’d change

Two lessons, both about keeping context visible.

The form preview was on the wrong side. I put the preview left and the controls right. Merchants lived in Shopify’s theme editor, with settings on the left, so it broke Jakob’s law.

Targeting Tactics should have been a popover. The modal covered the segment rules the merchant was trying to understand.

PreviewControls

What I shipped

ControlsPreview

What I’d ship now