Rewards Revamp

Transforming the Rewards Tab to maximize user engagement and drive increased reward earnings

— Company

Branch

— Timeline

4 months

— Tools Used

Figma
Google Forms

— Project Background

As the UX Designer leading this initiative, I tackled the challenge of transforming the existing Rewards Tab, which was heavily reliant on a map-centric navigation. This design limited the visibility of crucial rewards information, such as exclusive offers and detailed aggregator details, hindering user engagement and potential value realization. My goal was to redesign the tab to provide a more intuitive and informative experience, driving key business metrics.

— The Solution

The solution involved a comprehensive redesign prioritizing content and personalization. Key elements included: prominent display of "Lifetime Earned Rewards," a carousel showcasing key rewards aggregators (Mastercard Easy Savings, Upside) with dedicated informational pages, and a personalized carousel of exclusive offers (Uber, Kard). The map view was retained and optimized, and a list view added for increased user choice. Braze content cards were implemented for dynamic offer management, and a clear visual hierarchy was established to prioritize key information.

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

View full Prototype

Results & Impact:

To validate the effectiveness of the redesign, a survey was conducted over a 10 day span, targeting Branch app business users who had interacted with the redesigned Rewards Tab. Key findings include:

  • Improved Offer Discovery: 65% of respondents reported that the redesign made it easier to find and view available offers.

  • Enhanced Offer Understanding: 64% of respondents indicated an increased understanding of the available offers.

  • Increased Awareness of Mastercard Easy Savings: Before the redesign, only 34% of respondents were familiar with the Mastercard Easy Savings program. Post-redesign, 60% reported an improved understanding of the program.

  • Positive User Feedback: Overall, the survey results demonstrated a significant improvement in ease of use and understanding of the Rewards Tab and available offers.

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

Conclusions:

The Rewards Tab redesign delivered a more intuitive and engaging experience, directly addressing the initial challenges. Its impact was reflected in a $7 increase in average rewards earned per active user, demonstrating how thoughtful design enhancements can drive user engagement and business growth. This project underscores the value of user-centered design in improving key metrics and elevating the overall user experience.