Project Overview

• Role: Lead UX/UI & Product Designer
• Services: UX Consultancy, Benefits Ecosystem Mapping, Personalization Strategy, UI Design
• Industry: HR Tech / Employee Benefits / Engagement & Rewards
• Tools: Figma, Miro, Usability Testing

1. Context & The Challenge

Corporate benefits platforms often fail to engage employees due to generic offerings and complex redemption mechanics.

The Problem:

The existing rewards platform suffered from low user retention and low benefit redemption rates. Employees found the catalog overwhelming, hard to navigate, and unaligned with their individual lifestyles, leading to underutilized corporate investments.

Key Pain Points Identified:

• Generic Content Delivery: Users were exposed to uniform catalogs without personalization based on preferences, location, or usage history.
• Friction in Redemption: Redeeming a perk required multiple confusing steps, resulting in abandoned transactions and support queries.
• Low Engagement Tracking: HR administrators lacked clear data regarding which benefits provided real value to their workforce.

2. My Approach & Process

I spearheaded the UX/UI redesign of the rewards portal to transform a static catalog into an engaging, personalized benefit experience.

Phase 1: User Segmentation & Discovery

• Conducted surveys and user interviews to analyze spending habits and identify high-value benefit categories across diverse employee demographics.
• Mapped end-to-end redemption journeys to pinpoint cognitive barriers and drop-off points.

Phase 2: Personalization & Information Architecture

• Redesigned the main feed around smart categorization (e.g., "Trending Near You", "Wellness Perks", "Instant Discounts").
• Streamlined the redemption architecture to allow one-tap voucher generation and direct integration with partner merchants.

Phase 3: Design System & Gamified Engagement

• Developed a responsive component library in Figma emphasizing bold visuals, clear call-to-action hierarchies, and accessibility standards.
• Introduced visual progress indicators for point balances, upcoming expiration dates, and reward tiers.

3. Key Solutions Implemented

• Tailored Benefits Feed: A dynamic home screen that prioritizes relevant perks based on user activity and location.
• Instant One-Tap Redemption: Simplified checkout flow providing immediate digital vouchers, QR codes, or promo codes.
• Rewards & Balance Hub: A transparent wallet interface where users can easily track points, saved perks, and redemption history.

4. Impact & Results

• Increased Redemption Rates: Streamlined redemption flows significantly boosted overall benefit utilization.
• Higher Platform Retention: Personalization tactics drove more frequent logins and active browsing sessions.
• Enhanced HR Visibility: Improved user interface adoption generated clearer data insights for corporate benefits planning.

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Prototype:

APP

Landing