Masae Komori

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RetailTech / Loyalty Platform / Digital Commerce

SFC+

SFC+

Designing a Scalable Digital Rewards Ecosystem (B2C)

Designing a Scalable Digital Rewards Ecosystem (B2C)

COMPANY

Talino Fintech Foundry

Seafood City

ROLE

Lead Product Designer

EXPERTISE

Product Design, Design Audit, Design System, AI

YEAR

2023

Background

Background

SFC+ is an all-in-one rewards and digital lifestyle app owned and operated by Seafood City Supermarket. The platform extends the grocery experience into a connected ecosystem where users can earn rewards, access exclusive promos, purchase vouchers, and send money to the Philippines.


Banking products and services are offered through East West Bank, Member FDIC, while SFC+ Suki Points are offered by Seafood City Supermarket.


The platform supports users across the United States, Canada, and the Philippines.

SFC+ is an all-in-one rewards and digital lifestyle app owned and operated by Seafood City Supermarket. The platform extends the grocery experience into a connected ecosystem where users can earn rewards, access exclusive promos, purchase vouchers, and send money to the Philippines.


Banking products and services are offered through East West Bank, Member FDIC, while SFC+ Suki Points are offered by Seafood City Supermarket.


The platform supports users across the United States, Canada, and the Philippines.

My role

My role

I joined SFC+ as the lead product designer, responsible for shaping the product experience from ideation to execution across multiple products and internal systems under the SFC+ ecosystem.

I joined SFC+ as the lead product designer, responsible for shaping the product experience from ideation to execution across multiple products and internal systems under the SFC+ ecosystem.

My responsibilities included:

  • Design system creation and expansion

  • User flows and interaction design

  • Design audits and UX improvements

  • QA and design validation

  • Cross-functional collaboration with product and engineering teams

  • Design system creation and expansion

  • User flows and interaction design

  • Design audits and UX improvements

  • QA and design validation

  • Cross-functional collaboration with product and engineering teams

Innovation & AI Exploration

I explored AI-powered features for the SFC+ admin dashboard to streamline internal workflows, surface insights faster, and support smarter decision-making.

Leveraging Figma Make, Vercel, and Cursor, I rapidly prototyped and validated ideas, enabling faster stakeholder feedback and product iteration.

Foundation & Design System

Foundation & Design System

Suki Advantage

Before SFC+, I designed the UI and design system for another Talino project called Suki Advantage in October 2023.


Although Suki Advantage and SFC+ were separate products with different branding and functionalities, the design system I created became the foundation reused across multiple Talino products — including SFC+.


This system helped:

  • Speed up product development

  • Maintain consistency across platforms

  • Create scalable and reusable UI patterns


The original Suki Advantage ecosystem also supported a growing coalition loyalty program with over 400,000 members.

Before SFC+, I designed the UI and design system for another Talino project called Suki Advantage in October 2023.


Although Suki Advantage and SFC+ were separate products with different branding and functionalities, the design system I created became the foundation reused across multiple Talino products — including SFC+.


This system helped:

  • Speed up product development

  • Maintain consistency across platforms

  • Create scalable and reusable UI patterns


The original Suki Advantage ecosystem also supported a growing coalition loyalty program with over 400,000 members.

The Challenge

The Challenge

SFC+ needed to combine multiple services into one seamless experience, including:

SFC+ needed to combine multiple services into one seamless experience, including:

  • Rewards and loyalty

  • Vouchers and promotions

  • Remittance services

  • Marketplace integrations

  • Wallet and financial features

  • Rewards and loyalty

  • Vouchers and promotions

  • Remittance services

  • Marketplace integrations

  • Wallet and financial features

The challenge was designing a scalable platform that could support rapid feature growth while staying intuitive and consistent across different markets and user needs.


As the ecosystem expanded, I was also responsible for supporting additional operational and service platforms under SFC+.

The challenge was designing a scalable platform that could support rapid feature growth while staying intuitive and consistent across different markets and user needs.


As the ecosystem expanded, I was also responsible for supporting additional operational and service platforms under SFC+.

AI-powered dashboard exploration for SFC+

Explored AI-assisted insights and workflow automation within the SFC+ dashboard.

Designing for Multiple Markets

Designing for Multiple Markets

One of the key challenges was designing a single product that served users across the United States, Canada, and the Philippines. Rather than creating separate apps, I designed flexible user flows that dynamically adapted to each market, exposing different partner brands, services, rewards, payment experiences, and remittance options based on the user's region.

This approach allowed SFC+ to deliver localized experiences while maintaining a consistent design system and cohesive product experience across all markets.

Supported a growing ecosystem of 10+ partner brands, including Jollibee, Mang Inasal, Chowking, Shakey's, SMDC, Panda Express, Yoshinoya, Penshoppe, SM Gift Cards, LBC, and BDO/PNB remittance services.

Results

Results

SFC+ evolved into a growing digital ecosystem that unified rewards, services, operational systems, and partner experiences into one scalable platform ecosystem.

My contribution extended beyond UI design. I helped shape the product strategy through established a scalable design system reused across multiple Talino products, and ensured product quality through continuous design audits.

The result was a more cohesive, scalable ecosystem that supported rapid feature expansion, multiple partner integrations, and a consistent experience across customer-facing and operational platforms.

Featured Project under SFC

SFC+ Kitchen Display System (KDS)

In January 2025, I also led the product design for the SFC+ Kitchen Display System (KDS) used by Baker’s Avenue and Grill City located in the United States.


The system was designed to streamline kitchen operations and improve coordination between staff, customers, and order management workflows.

Core features included:

  • Real-time kitchen order queue management

  • Order status tracking

  • Pickup scheduling and preparation timers

  • Priority and delay indicators

  • Auto-printing order stickers and receipts

  • Customer order tracking experiences

  • Payment vaulting flows

  • Admin dashboards and analytics

  • POS and hardware integrations

One of the key challenges was designing a system that balanced operational efficiency for kitchen staff while keeping the customer experience simple, transparent, and easy to follow.

The platform required designing for multiple user groups: Kitchen staff, Customers, Operations and admin teams

msaekmri@gmail.com

© 2026 Masae Komori

© 2026 Masae Komori