Redefining benefit selection & redemption

Challenge

The loyalty program was expanding to include over 15 new benefits. This required a complete overhaul of the existing experience to ensure scalability and intuitive user interaction for both new features and an anticipated 30% growth in membership. This initiative was critical as it affected all loyalty members who were eagerly anticipating these new offerings. The new design needed to be scalable to handle the first of three planned expansion waves, with the goal of increasing engagement by making it easier for members to discover and redeem their benefits.

Process

The project was completed in two distinct phases. Phase 1 focused on designing the introduction of new loyalty benefits that required user selection upon qualification. Phase 2 was a comprehensive redesign of the entire redemption experience. My involvement spanned both phases, contributing to the end-to-end user experience and ensuring consistency with our design system.

Phase 1 - Introduction of perks

My contributions included creating detailed user flows, translating wireframes into high-fidelity mockups using our design system, and developing interactive prototypes for stakeholder and engineering review.

Discovery

Conducted stakeholder interviews to align on core business objectives for the new benefits, and performed concept user testing with 5 participants to validate initial design directions.

Design

Developed user flows for both benefit selection and redemption. I created design components and templates to efficiently apply the design system across all 17 end-to-end benefit flows. I collaborated closely with a UX writer to create high-fidelity mockups and interactive prototypes. My work also included assisting with design documentation for engineering handoff, participating in regular design reviews, and ensuring designs were optimized for both app and responsive web platforms.

Phase 2 - Redesign experience

As the program continued to expand, we revisited the entire sign-in experience and redesigned the redemption flows.

Discovery

Collaborated with two other Product Designers to develop a revised account sitemap that anticipated future program expansions. Conducted in-depth stakeholder interviews to align design with business goals and technical constraints.

Design

Redefined benefit display by grouping informational benefits separately and creating a dedicated, intuitive space for redeemable benefits, categorized by expiration date. I designed flows for benefits requiring user action for activation or redemption at specific times, rethinking how users would interact with their benefits based on their type (informational, automatically applied, or action-required).

Results

The project was delivered on schedule for the August 2025 launch, meeting all defined requirements. Based on positive feedback from usability studies and internal reviews, we anticipate a significant simplification of the user experience, leading to improved user satisfaction and a projected 20% increase in benefit redemption. Our agile approach will support continuous improvement and adaptation to future program enhancements post-launch.

Scope The design and implementation of a multi-phase loyalty program expansion, focusing on new benefit selection and a comprehensive redemption experience across web and app platforms.

Tools Figma, Figjam, usertesting.com