Redesigned a unified rewards platform that aggregates loyalty points and cashback, simplifying a fragmented rewards ecosystem to maximize user earnings.
Redesigned a rewards and loyalty application to transform a fragmented and complex experience into a unified, intuitive hub for users to manage all their points and earnings.
During this project, I owned the end-to-end redesign, starting by establishing the design vision and guiding the product direction. I conducted the core user research that influenced our design decisions and mentored junior designers to bring the new vision to life. The final app overhaul and transition to a modern dark mode streamlined the user flow and enhanced the overall experience.
3 Months
Me (Lead Designer), 4 designers, 2 Product Managers, 4 developers
Figma, Miro, Google Analytics, User Testing
FreedomPay aimed to improve their existing mobile app, Finite. The current version faced several issues, including user experience challenges, navigation complexities, and a lack of cohesive design language.
Users felt lost, unable to understand their location within the app or how to complete simple tasks, leading to a "loss of context."
A lack of clear primary buttons and discoverable input fields forced users to hunt for functionality, increasing cognitive load.
The app's core value: earning and transferring points—was buried under convoluted processes and ambiguous icons, leading to user drop-off.
My main objective was to ensure the product's concept was clear and its benefits were immediately obvious, leading to a frictionless and intuitive user flow.
To address users feeling lost and lacking context, we introduced a detailed onboarding process. It explained the app's purpose, introduced major components, and demonstrated how users could benefit from its features.
The redesigned homepage featured a zero state with context cards to familiarize users and a populated state showing the FP balance, new invitations, and coupons. This ensured users had a clear overview and didn't feel lost.
The old credentials screen had many icons without descriptions, requiring users to click each one for details and status. We redesigned these icons into individual cards with status and descriptions. Filters were added for easier navigation.
I set out to build a comprehensive understanding of the entire ecosystem. I conducted a deep-dive research audit on loyalty programs, Web3 technologies, data privacy, and the behavior of Gen-Z to answer critical questions. This research helped us uncover key insights on user trust and what makes a rewards program truly unique, directly informing our design and product decisions.
What information are users willing to give up for the sake of a reward?
Is the user’s trust impacted by the amount of monetary reward provided?
How do other loyalty programs operate? What their unique selling point?
What makes them unique to others? What are the dividing factors?
The user category and primary persona include individuals aged 16-24 aka Gen Z who use reward programs. This diverse group engages for various benefits, mainly to save money. Thus, the primary persona represents the average user focused on obtaining discounts and expecting a simple, clear process.
User interviews confirmed that the primary motivation for this demographic is saving money, making convenience and trust paramount for continued engagement.
Research highlighted three critical factors influencing a user's decision to adopt and continue using a rewards program.
After getting a better grasp of the problem statement via secondary research, we decided to chart out a concept map which would help us understand loyalty systems and their inner components. The concept map would help us provide a structure to build the redesigned app upon.
We began with a UX audit of the existing app, followed by usability testing to extract insights and identify pain points.
The redesign was a direct response to user research. Each design decision was strategically mapped to a specific user need or pain point, transforming the app's core weaknesses into strengths.
A detailed onboarding process was created to explain the app's purpose and immediately highlight its benefits and rewards.
A professional dark mode was implemented to build credibility and align with user expectations for a financial technology app.
A redesigned homepage featured a zero state with contextual cards to guide new users and provide a clear overview of their key information.
We redesigned the layout and structure of the Discovery section, simplifying the user flow and clarifying the status of Shoutback and Coupon cards.
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Initially, I had a tough time getting my head around the project's scope, and the timeline was incredibly tight. But I found that by diving deep into the research and focusing on problem framing, I could find a clear path forward. I learned to use design sprints and stick to a schedule, which helped the whole team move faster and made the entire process a lot of fun.
As a result, we were able to accomplish some incredible things:
Increased User Confidence: By providing a clear and intuitive user flow, we reduced initial user confusion, resulting in a 14% in help requests related to onboarding.
Enhanced Project Efficiency: My use of design sprints and a structured workflow helped the team move faster, reducing our design cycle time by 32% and ensuring we met our project deadlines.
Improved Technical Feasibility: By collaborating closely with the engineering team, I ensured the final design was not only intuitive but also efficient to build.
