Explore Your Favorite Rewards
Help members browse and find their favorite deals while getting rewarded
Overview
As Lead Product Designer for Miles Reward 3.0 redesign I led the initiative to improve user engagement while simplifying reward management. The new design introduced a dynamic reward feed, streamlined the redemption process, and launched a PayPal Cash-out option to increase user flexibility in reward redemption.
Timeline
Duration: 3 Months
Launch: March 2023
Role
User research
UX design
Interaction design
Team
2 Designers
1 Product Manager
Methods
Data Analysis
Competitive Analysis
User Journey Map
Feature Matrix
A/B Testing
Rewards and redemptions on Miles are growing fast and we can do better
In August 2020, one of Miles' key redemption metrics surpassed 1 million and continued to grow at an impressive 30%+ per quarter. With this strong momentum, it became crucial to enhance the user experience by ensuring that members could effortlessly explore and redeem their favorite rewards while staying motivated to earn more Miles.
Rewards discovery is long, unstructured, and overwhelming
Miles users use Rewards tab to find and redeem their favorite rewards. Right now, the feed is the only way users explore offers, but there’s a big opportunity to improve discovery and make redeeming rewards more seamless and engaging.
Members have difficulty discovering rewards
When users open the feed, they see hundreds of unorganized rewards, and the feed is the same for all users. Making it a less engaging ecosystem that fails to incentivize users to return.
Designing a more intuitive and personalized Reward Feed
We improved the feed's structure via iterative changes and user input to enhance both navigation simplicity and personalized rewards. We developed a smoother and more captivating experience by experimenting with various layout designs and recommendation systems.
Discovering rewards with interactive experience
Recommend popular brands based on users interest and activity
Recommend popular brands based on users interest and activity
Improve visibility of popular redemption types
↗️
75k+
Increased in first week impression of users swiping all new rewards added.
🔗
5%
Increase in overall monthly app session time, users are spending more time exploring and redeeming miles.
The new design has been implemented and is live in the app. I will continue to monitor user feedback and engagement metrics to identify areas for further improvement. I plan to conduct A/B testing on different reward layouts and explore additional features to further enhance the user experience.
