CREDIT ONE BANK
iOS & Android
The Cash Back Rewards program by Credit One Bank offers great value. Credit One's primary customer base are people who are looking to build credit and save money. This rewards program is a way for them to access those offers and make the most out of their credit card. However, the way it exists in the app currently is friction heavy, unintuitive, and clunky. I led the redesign to simplify the experience and bring more visibility and engagement to the feature.
Before: A disconnected and dry experience with too many friction points that stop the user from freely exploring rewards.
Meaningful engagement with Rewards was very low. Even though this is a feature that helps the user save money, only 10% of active users were engaging with this feature. To begin, we did a thorough audit of the flow to help us identify the high friction points in the journey. This was followed by interviews with the key product stakeholders to gather insights. It helped us highlight the top 3 problems our users face:
1. Filter and Sort options are disconnected to the experience.
2. User can't access offers without manually entering/giving access to their location.
3. Finding Rewards is not easy.
How might we help people easily find relevant offers to save money?
Identifying the problems and defining an opportunity question helped us determine our key areas of opportunity to improve the experience.
Filter & Sort
The filter and sort options are disconnected from the overall experience and sit on one isolated screen. This is a missed opportunity to allow the user to dynamically customize their preferences.
There is limited information about the Rewards listing. The accessibility and hierarchy of information can be improved for easier consumption.
Without access to the user's location, the current experience doesn't show them any rewards. They are forced to either turn on their location access or enter zip code to view rewards. How can we bring value upfront without access to their current location?
The way to get to Rewards is not intuitive. The visual treatment as well as the content displayed can be improved to garner engagement with the feature.
To increase engagement, increasing discoverability was crucial. The way to discover Rewards is not intuitive. I started by revisiting the flow of the app and identifying the areas were Rewards could be surfaced.
Before: The only way to get to Rewards was to tap on the "Offers" tab to see the Rewards card.
After: Rewards card is redesigned and also surfaced on Home & Account Overview for more discoverability. The gift icon for Rewards was already being used on CreditOne's website so that was carried over here for consistency.
While exploring the Rewards entry-point card, I created many variations. This design gives much more value to the user by showing a peek of the offers. It also shows how much they've earned in the past. This variation was very well received by the client but was unfortunately beyond the scope of the project. We decided to add this in phase 2.
Every step of this redesign, we validated existing information hierarchy and questioned if there is more or less we can add to make the experience better. One such area of focus was the listing card. It lacked hierarchy. Even though sorting by distance was already an option, it currently did not show you exactly how far the store with the offer was. This info was only available upon tapping into the offer details.
One of the biggest friction points in the current experience was that no rewards were displayed to the users if they don't give location access permission. It was important to show the value to the user before asking for location permission. To solve this, we proposed an idea. Why not default to the location on the user's billing address? The client loved this idea. We already had that data and it would be very helpful in making the experience engaging.
Before - User lands on an underwhelming screen that doesn't show the value of sharing their location to explore rewards.
After - The default location is based on the user's billing address so they can start exploring rewards right away. The value of sharing your location is clear.
To redesign the filter & sort experience, it was important to first identify the different parameters. The Rewards experience was powered by a third party tool so a lot of the decisions were determined by the scope of the API. We checked with the dev team to ensure there weren't any other possible filter parameters we were missing on. After confirming, we landed on these five - Location, Categories, Offer Type, Distance and Sort By.
FILTER & SORT REDESIGN
The Redesigned Flow
One of the most important features that can enhance this experience is integrating a map view. However, the scope and timeline of the project didn't permit including that. So we planned a phased approach. The designs were made in a way that was modular and scalable to accomodate the map in the future.
Switch between map view and list view easily
View different locations of an offer easily with a map view
The first phase of this project was released in February 2020. Within the first 30 days of launch, we saw a significant increase in engagement. This was determined by the increase in page views, filter usage and average session duration. With the future phase in the pipeline, we hope to drive these success metrics further up.