Opportunity
The existing Redeem page was underperforming, not due to a lack of rewards but because of how they were presented. User feedback showed the page wasn't inspiring discovery or excitement, leading to disengagement.
Despite redemption being one of the key journeys and purpose of the business, research showed that only 20% of users actively look for and use rewards.
What we are solving
We aimed to transform the Redeem page from a static catalogue into a valuable tool for users to engage with their points.
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Unclear Purpose: Users told us they didn't understand what they were looking at since it lacked visual clarity and hierarchy making it difficult to distinguish between reward types.
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Limited Points Context: It took too much work for users to find out what they could redeem based on their current points balance. Despite having sorting and filtering options, only 1 out of 10 users knew where they were. This pointed to deeper problems within both interface visibility and interaction design.
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Poor Reward Relevance: Users struggled to find items they actually wanted. The structure was too generic, with no sense of personalisation and as a result, the experience felt like browsing a random catalogue.
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Lack of reward momentum: The overall experience wasn't intuitive or rewarding, lacking the elements needed to encourage repeat engagement and habit-building.
Objectives
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Increase Partner Visibility: Highlight the full ecosystem of partners through improved wayfinding and layout, encouraging users to explore and redeem rewards beyond the most familiar or top-of-mind brands.
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Improve Reward Discoverability: Streamline the visual hierarchy and categorisation of rewards so users can quickly understand what’s available, whether it’s a time-limited promotion, everyday reward, or exclusive partner deal.
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Strengthen Points-to-Value Connection: Help users make sense of their points balance by surfacing relevant, redeemable rewards within their range to turn passive accumulation into active decision-making.
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Drive Recurring Engagement: Make the redemption experience more intuitive, rewarding, and habit-forming to increase return visits, deepen brand engagement, and promote a healthy earn-redeem loop.
Process
Data Analysis & Behavioural Insights
To better understand how users interacted with the existing Redeem page, we conducted a review of behavioural analytics alongside qualitative user research. The findings revealed clear signs of disengagement and underutilisation of the page's full potential:
20 seconds
On average users spent less than 20 seconds on the page,
CV Only
Many visited the page solely to redeem cash vouchers, viewing them as the most direct and 'guaranteed' way to use points,
Low scroll depth
Users scrolled only as far as the cash voucher section and dropped off immediately afterward. This meant large portions of the rewards feed were effectively invisible to most users.
Marketing aligned
Redemption spikes closely mirrored the timing and positioning of our marketing campaigns, often centred around a handful of featured rewards. Outside of these periods, redemption activity dropped significantly.
This data helped shape our design strategy—prompting us to restructure the layout, introduce Collection-based curation, and surface a wider range of rewards in more engaging ways.
Process
Problem Definement
Building on our data analysis, our next crucial step was to deeply understand the user journey from earning points to redeeming them. We created a detailed blueprint of this journey, allowing us to visualise how users currently move from earning points to redeeming them. This exercise was essential for pinpointing precisely which types of 'points-related items' belonged on the Redeem page, ensuring relevant content was surfaced.
Simultaneously, we focused on defining distinct types of redeemers. By identifying these redeemer personas, we could then tailor specific sections and functionalities on the redesigned page to cater to the diverse needs and motivations of different users. This strategic approach ensured that the page would resonate with a wide range of users, moving beyond the singular "cash voucher" focus we observed in our initial findings.
Solution
Following our insights from the user flow and redeemer personas, we moved into the redesign phase. We focused intently on improving visual clarity, reducing noise, and showcasing partner diversity
A key part of our solution was the introduction of 'Collections', a strategic feature which groups rewards into themed, editorial-style sets. Originally designed to give one-off, non-partner rewards (like entertainment tickets or exclusive bundles) a more prominent home, Collections quickly became a strategic asset for both user experience and business goals.
For users, Collections help surface contextually relevant or seasonal offers (e.g., "Summer Escapes" or "Experiences Under 5,000 Points"), improving browseability and encouraging discovery.
User benefits
ollections offer a dedicated promotional space that can be used to highlight high-priority rewards or support retail media objectives.
Business benefits
This feature not only improves the Redeem page but is also scalable across the app, easily repurposed for other touchpoints like the homepage or partner bannerseeds of different partners while keeping a consistent look and feel across the platform.
Final Design
