Rewards Revamp

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

View Branch Prototype
View Uber Pro Card Prototype

— 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?

View Branch Prototype
View Uber Pro Card Prototype

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.