Rewards Platform

Roles: UX designer, UX researcher & UI designer

Figma file

Setting the scene

Ascenda, a loyalty SaaS provider, delivers comprehensive rewards platform solutions to financial institutions and FinTech companies. Their platform enables end-users to redeem accumulated loyalty points across various offerings.

The range of offerings included gift cards, flight bookings, points transfers to airline points, hotel bookings and many more. This case study we will be focusing on the Gift Card offering as an example.

🎯 Objective

As Ascenda expanded its rewards ecosystem and identified the need for a more cohesive user experience, I was tasked with redesigning the reward offering pages. This strategic initiative aimed to streamline the user journey, enhance platform scalability, and create a more consistent experience across the entire redemption ecosystem.

Design review of previous iteration

My redesign process began with an evaluation of the previous product iteration and through that I identified critical opportunity areas that would drive significant user experience improvements. This diagnostic review established foundational priorities that guided my strategic design decisions throughout the project.

Following the analysis, I identified 3 critical areas for improvement to guide the redesign:

1. Information architecture optimisation
Analysis revealed a misalignment between user information needs and the existing hierarchy. I prioritised restructuring the information architecture to create logical pathways that better support user decision-making and facilitate more efficient redemption journeys.

2. Mobile experience enhancement
The excessive page length on mobile devices created unnecessary cognitive load, potentially impeding successful redemptions. My redesign focused on condensing critical information and streamlining the mobile interface to reduce friction and improve completion rates.

3. Spatial efficiency improvements
The desktop experience failed to leverage available screen real estate effectively, resulting in excessive scrolling and suboptimal navigation. In this redesign, I wanted to develope a more spatially efficient layout that utilised the full width of desktop viewports while maintaining visual hierarchy and reducing unnecessary page length.

✨ Final solution

This image a visual reference of the design and it is scrollable

This image a visual reference of the design and it is scrollable

This image a visual reference of the design and it is scrollable

1. Information architecture optimisation

Desktop

I implemented a balanced 2-column layout to establish proper visual hierarchy while ensuring optimal CTA visibility. This architectural decision creates proportional prominence between informational content and actionable elements.

To enhance user access to critical functions, I designed the right column as a persistent sticky widget that retains its position during page navigation. This implementation allows users to simultaneously review detailed product information while maintaining continuous access to redemption functionality, regardless of their position within the content flow. The result is a frictionless experience that facilitates informed decision-making without sacrificing conversion accessibility.

Mobile

For the mobile interface, I adapted the core design principles while accounting for device constraints. Rather than replicating the desktop's 2-column structure, I implemented a single-column layout complemented by a persistent primary action button anchored to the bottom of the viewport.

This strategic implementation preserves the essential objective, allowing for comprehensive information review while maintaining constant access to the redemption function. The persistent CTA creates an efficient decision-to-action pathway that accommodates natural mobile browsing behaviours without sacrificing conversion opportunities.

2. Mobile experience enhancement

To address information density concerns, I developed a 2-tiered interface architecture that strategically segments content presentation. This approach allows for more digestible information hierarchy while maintaining contextual continuity.

Upon clicking on the primary "Start redeeming" CTA, the redemption options would be revealed through a modal bottom drawer implementation. This progressive disclosure methodology optimised the user experience by:

Preserving essential decision-supporting information in the primary view
Maintaining persistent CTA accessibility throughout the interaction flow
Reducing cognitive load through contextual segregation of complex options

This solution effectively balances comprehensive product information with streamlined interaction patterns, creating a more focused and efficient redemption pathway.

3. Spatial efficiency improvements
I implemented a strategic 2-column layout to maximise spatial efficiency and enhance user workflow. The left column was dedicated to providing comprehensive redemption-relevant information, while the right column contained all actionable elements.
This intentional segregation of content and functionality created a clear cognitive pathway for users: information gathering on the left, decision execution on the right. This architecture supported a more intuitive, objective-driven user journey that naturally guided users from consideration to completion of their redemption process.

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