Rewards Revamp

Transforming the Rewards Tab to maximize user engagement and drive increased reward earnings averaging $7 more spend per user.

— Company

Branch

— Timeline

4 months

— Tools Used

Figma
Google Forms

— Project Background

As the lead UX Designer on this initiative, I was tasked with redesigning the Rewards Tab to address two key issues: low user engagement and poor content discoverability. The original experience buried valuable offers behind non-intuitive flows, limiting both user value realization and business impact.

— The Goal

Reimagine the tab to be more informative, intuitive, and engaging — encouraging users to explore rewards and ultimately increase spending.

How might we increase user engagement with the Rewards Tab to maximize the value of their rewards?

Solution Strategy:

I led a comprehensive redesign focused on personalization, clarity, and visual hierarchy. Here’s what we did:

Surface Value Early

  • Prominently displayed “Lifetime Rewards” to increase perceived value and motivate exploration.

Streamline Discovery

  • Introduced a carousel structure to showcase rewards from key aggregators (Mastercard Easy Savings, Upside) and exclusive offers (e.g., Uber Kard).

  • Added a list view to support user preference and browsing flexibility.

Enhance Content Clarity

  • Optimized the map view for discovering nearby offers, aligning visual design with user expectations.

  • Incorporated Braze content cards for dynamic offer delivery and better engagement tracking.

Establish Visual Hierarchy

  • Introduced a clear, consistent structure for information presentation, making it easier for users to scan and act.

View full Prototype

Results & Impact:

We validated the redesigned experience through a 10-day survey sent to active Branch app users. Key improvements included:

  • +65% Offer Discoverability
    Users found it significantly easier to locate available offers post-redesign.

  • +64% Understanding of Offers
    Respondents reported better clarity and comprehension of how rewards worked.

  • +26% Awareness of Mastercard Easy Savings
    Prior to redesign: 34% were aware of this aggregator. After: 60%.

  • 👍 Positive Sentiment
    Users noted the experience felt “cleaner,” “more rewarding,” and “easier to navigate.”

Incorporating a comprehensive Rewards redesign resulted in a $7 increase in average rewards earned per active user.

Conclusions:

By centering the redesign around user understanding and ease of access, we not only improved the usability of the Rewards Tab — we also unlocked meaningful business outcomes. This project reinforced the importance of surfacing value, reducing cognitive friction, and using content strategy as a design tool.