Redefining benefit selection & redemption

Challenge

The loyalty program was expanding to include over 15+ new benefits. This expansion necessitated 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 affected all loyalty members and was crucial as users were highly anticipating these new offerings. The project also needed to be scalable, as this was the first wave of expansion with two more coming later, and a more intuitive system was expected to significantly increase engagement by making it easier for members to discover and receive their benefits.

Process

The introduction of new loyalty benefits was completed in two distinct phases. Phase 1 focused on designing the initial introduction of new loyalty benefits requiring user selection upon qualification. Phase 2 involved a comprehensive redesign of the entire benefit 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 & Research: 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 for benefit selection.

• Design & Contribution: Developed user flows for both benefit selection and redemption, and 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 throughout the project to ensure clear user guidance for finding benefits. Additionally, I assisted with design documentation for engineering handoff, participated in regular design reviews, and ensured 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, ensuring a scalable foundation. Conducted in-depth stakeholder interviews to align design with business goals and technical constraints, proactively designing for future loyalty program growth.

• Design & Contribution: Redefined benefit display by grouping informational benefits separately and creating a dedicated, intuitive space for redeemable benefits, categorized by expiration date. Implemented activation logic, designing flows for benefits requiring user action for activation or redemption at specific times. This involved rethinking how users would interact with their benefits based on their type (informational, automatically applied, or action-required at a specific time).

Results

Successfully delivered the project on schedule for the August 2025 launch, meeting all defined requirements. We anticipate a significant simplification of the user experience, leading to improved user satisfaction and a projected 20% increase in benefit redemption, validated by positive feedback from usability studies and internal stakeholder reviews. Post-launch, our agile approach will enable continuous improvement and adapt to future program enhancements.

Reflections

What I did

xyz

What I learned

abc

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