Finance & Banking
Rewards Discovery & Point Redemption Experience
Improving discoverability and usability of reward redemption
Client/Company
Citibank
Role
Creative Director & Strategy Lead
Duration
1 month
Problem
Users struggled to discover and understand available reward redemption options within the banking app. Poor visibility and unclear pathways reduced engagement with the rewards program and limited perceived value.
Context & Constraints
The redesign needed to improve discoverability without disrupting the core banking experience. The solution had to remain consistent with existing UI patterns and trust cues while simplifying decision-making around reward usage.
Process
Discovery & Framing
Reviewed existing navigation and user behaviour patterns to identify friction points in reward discovery and redemption.
Experience Design
Reworked navigation to surface redemption entry points more clearly. Added contextual guidance and progressive disclosure to reduce decision friction while maintaining consistency with the core app experience.
Strategic Alignment
Ensured changes aligned with product, brand, and technical constraints to enable feasible integration.
Outcome & Impact
Delivered a refined prototype demonstrating how improved discoverability and clarity can increase engagement and perceived value of rewards programs.
Highlights
Improved discoverability of rewards and redemption options
Clear, guided redemption flows
Consistent UI alignment with core banking experience
Reduced decision friction
