Behavox
Behavox
Behavox
An interactive rewards UX
An interactive rewards UX
Super’s rewards UX confused users and stalled engagement.
Poor communication and unclear redemption paths created friction across flows. As a result, account linking, activity, and retention fell.
Super’s rewards UX confused users and stalled engagement.
Poor communication and unclear redemption paths created friction across flows. As a result, account linking, activity, and retention fell.
35%
Increase in user account linkings
11%
Boost in user engagement rates
5%+
Improvement in conversion rates
35%
Increase in user account linkings
11%
Boost in user engagement rates
5%+
Improvement in conversion rates
The content of this case study is my own and does not represent the views of NBC or Valtech. Details have been modified to comply with my NDA.
DISCOVERY
Finding the gaps hurting rewards engagement
User feedback and analytics revealed user confusion at every step of the rewards journey.
DISCOVERY
Finding the gaps hurting rewards engagement
User feedback and analytics revealed confusion at every
step of the rewards journey.
Even team members couldn’t explain the legacy system clearly. This led me to map it to validate assumptions and find gaps.
This led me to map the legacy rewards system to validate assumptions and find gaps.
21%
21%
Of users didn’t understand the existing rewards
Of users didn’t understand
how existing rewards worked
31%
31%
Were dissatisfied with the redemption flow
Were dissatisfied with
the redemption process
Even team members couldn’t explain the legacy system clearly. This led me to map it to validate assumptions and find gaps.
Even team members couldn’t explain the legacy system clearly. This led me to map it to validate assumptions and find gaps.
This led me to map the legacy rewards system to validate assumptions and find gaps.
IMPLEMENTATION
Scaling Missions across the app
I presented our MVP and phased implementation plan to execs, earning full support. We rolled out Missions across key user flows, refining details with feedback at every stage.
We rolled out Missions across key user flows, refining details with feedback at every stage.
1/6
Welcome Missions: Set engagement tone early
2/6
Daily challenges: Drove user habit formation
3/6
Missions hub: Gave users one place to act
4/6
Notifications: Reinforced success and reward moments
5/6
Repeat triggers: Encouraged user's continued progress
6/6
Push notifications: Drove retention with nudges
CONCEPT TESTING
CONCEPT TESTING
CONCEPT TESTING
Rethinking rewards with PowerUps
Rethinking rewards with PowerUps
Rethinking rewards with PowerUps
We replaced inconsistent reward terms with one engagement-focused term. Our goal was to simplify communication and boost engagement.
We replaced inconsistent reward terms with one engagement-focused term. Our goal was to simplify communication and boost engagement.
We replaced inconsistent reward terms with one engagement-focused term. Our goal was to simplify communication and boost engagement.
I started analyzing popular rewards messaging approaches. I reviewed Hopper, Cash App, and Starbucks for inspiration.
I started analyzing popular rewards messaging approaches. I reviewed Hopper, Cash App, and Starbucks for inspiration.
I started analyzing popular rewards messaging approaches. I reviewed Hopper, Cash App, and Starbucks for inspiration.
I mapped user flows and built quick mockups. It helped us with planing and shaping our new SuperCash onboarding.
I mapped user flows and built quick mockups. It helped us with planing and shaping our new SuperCash onboarding.
I mapped user flows and built quick mockups. It helped us with planing and shaping our new SuperCash onboarding.
1/3
2/3
3/3
I designed the new onboarding flow using “PowerUps” to highlight the signup reward.
I designed the new onboarding flow using “PowerUps” to highlight the signup reward.
I designed the new onboarding flow using “PowerUps” to highlight the signup reward.
•
"I was confused by PowerUps, even if I knew they were beneficial to me."
User feedback revealed that many didn’t grasp the tangible benefit of PowerUps.
USER SURVEY
USER SURVEY
PowerUps fell short, users wanted clear value
PowerUps fell short, users wanted clear value
User feedback revealed that many didn’t grasp the purpose or benefit of PowerUps.
User feedback revealed that many didn’t grasp the purpose or benefit of PowerUps.
•
"I was confused by PowerUps, even if I knew they were beneficial to me."
USER SURVEY
PowerUps fell short, users wanted clear value
User feedback revealed that many struggled to understand the tangible benefit of PowerUps.
•
"I was confused by PowerUps, even if I knew they were beneficial to me."
A/B TESTING
A/B TESTING
A/B TESTING
Progress tracking drove onboardings by 14%
Progress tracking drove onboardings by 14%
Progress tracking drove onboardings by 14%
Users felt lost without visibility into their rewards journey. We added a dynamic progress tracker and simplified the language.
Users felt lost without visibility into their rewards journey. We added a dynamic progress tracker and simplified the language.
•
“When I click to ‘Get $20,’ I expect to see how long it'll take me to earn it.”
“When I click to ‘Get $20,’ I expect to see how long it'll take me to earn it.”
•
“When I click to ‘Get $20,’ I expect to see how long it'll take me to earn it.”
Users felt lost without visibility into their rewards journey. We added a dynamic progress tracker and simplified the language.
TAKEAWAYS
Redesigning rewards around user motivation
We didn’t just simplify the old rewards system. I made it intuitive and engaging, effectively raising adoption.
Simplifying reward's UX requires clarity, not just fewer terms
Rewards progress visibility drives user follow-through
Pivoting fast, based on user feedback, drives smarter results
WORKSHOPS
WORKSHOPS
Pivoting to Missions to drive user motivation
Pivoting to Missions to drive user motivation
We shifted from the ambiguous PowerUps label to Missions, a task-based rewards system. I led 3 design strategy workshops. Partnering with PMs, engineers, and a researcher, we defined a clearer path forward.
We shifted from the ambiguous PowerUps label to Missions, a task-based rewards system. Working with PMs, Devs, and a UXR, I led 3 design strategy workshops. We defined a clearer path forward.
Identified key opportunities through team voting.
Identified key opportunities through team voting.
Identified key opportunities through team voting.
Prioritized low-effort, high-impact reward opportunities.
Prioritized low-effort, high-impact reward opportunities.
Prioritized low-effort, high-impact reward opportunities.
Outlined flows that shaped our pivot to Missions.
Outlined flows that shaped our pivot to Missions.
Outlined flows that shaped our pivot to Missions.
TESTING
TESTING
TESTING
Validating Missions as a clear rewards framework
Validating Missions as a clear rewards framework
Validating Missions as a clear rewards framework
Users found this approach more intuitive and motivating. It clarified actions, expectations, and benefits, driving stronger engagement.
Users found this approach more intuitive and motivating. It clarified actions, expectations, and benefits, driving stronger engagement.
•
"I was really eager to complete the mission and claim my reward!"
“I was eager to complete the mission and get my reward!”
•
“When I click to ‘Get $20,’ I expect to see how long it'll take me to earn it.”
Users found this approach more intuitive and motivating. It clarified actions, expectations, and benefits, driving stronger engagement.
IMPLEMENTATION
Scaling Missions across the app
I presented our MVP and phased implementation plan to execs, earning full support. We rolled out Missions across key user flows, refining details with feedback at every stage.
1/6
Welcome Missions: Set engagement tone early
2/6
Daily challenges: Drove user habit formation
3/6
Missions hub: Gave users one place to act
4/6
Notifications: Reinforced success and reward moments
5/6
Repeat triggers: Encouraged user's continued progress
6/6
Push notifications: Drove retention with nudges
TAKEAWAYS
Redesigning rewards around user motivation
We didn’t just simplify the old rewards system. I made it intuitive and engaging, effectively raising adoption.
Pivoting fast, based on user feedback, drives smarter results
Simplifying reward's UX requires clarity, not just fewer terms
Rewards progress visibility drives user follow-through
TAKEAWAYS
Redesigning rewards around user motivation
We didn’t just simplify the old rewards system. I made it intuitive and engaging, effectively raising adoption.
Pivoting fast, based on user feedback, drives smarter results
Simplifying reward's UX requires clarity, not just fewer terms
Rewards progress visibility drives user follow-through
TAKEAWAYS
Redesigning rewards around user motivation
We didn’t just simplify the old rewards system. I made it intuitive and engaging, effectively raising adoption.
Pivoting fast, based on user feedback, drives smarter results
Simplifying reward's UX requires clarity, not just fewer terms
Rewards progress visibility drives user follow-through
TAKEAWAYS
Closing gaps in trust, tools, and talent
This is just a preview! The full case study dives deeper into trade-offs, design decisions, and strategic insights.
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This is just a preview! The full case study dives deeper into trade-offs, design decisions, and strategic insights.
Want the full story?
Message me
This is just a preview! The full case study dives deeper into trade-offs, decisions, and strategic insights.
Wanna hear the full story?
Message me
This is just a preview! The full case study dives deeper into trade-offs, design decisions, and strategic insights.
Want the full story?
Message me
Up next
I presented our MVP and phased implementation plan to execs, earning full support. We rolled out Missions across key user flows, refining details with feedback at every stage.
We rolled out Missions across key user flows, refining details with feedback at every stage.
Scaling Missions across the app
IMPLEMENTATION
1/6
Welcome Missions: Set engagement tone early
2/6
Daily challenges: Drove user habit formation
3/6
Missions hub: Gave users one place to act
4/6
Notifications: Reinforced success and reward moments
5/6
Repeat triggers: Encouraged user's continued progress
6/6
Push notifications: Drove retention with nudges
WORKSHOPS
Pivoting to Missions to drive user motivation
1/3
I included 2 developers and 2 PMs to ensure we addressed both technical and strategic needs. Meanwhile, I kept leadership stakeholders informed.
2/3
We used brainstorming and flow mapping to explore and clarify the MVP’s development plan. This aligned the team and reduced confusion before I began designing.
3/3
We ranked ideas by impact and effort, focusing on quick wins to deliver value. This prioritization ensured we balanced ambitious goals with realistic execution timelines.
We shifted from the ambiguous PowerUps label to Missions, a task-based rewards system. Working with PMs, Devs, and a UXR, I led 3 design strategy workshops. We defined a clearer path forward.
I led three workshops with PMs, engineers, and a researcher to define a clearer path forward.
The content of this case study is my own and does not represent the views of NBC or Valtech. Details have been modified to comply with my NDA.
An interactive rewards UX
Super’s rewards UX confused users and stalled engagement. Poor communication and unclear redemption paths created friction across flows. As a result, account linking, activity, and retention fell.
NBC
NBC
DISCOVERY
Identifying gaps that hurt rewards engagement
User feedback and analytics revealed user confusion at every step of the rewards journey.
21%
Of users didn’t understand how existing rewards worked
31%
Were dissatisfied with the redemption process
Even internal teams couldn’t explain the system consistently
21%
Of users didn’t understand how existing rewards worked
31%
Were dissatisfied with the redemption process
Even team members couldn’t explain the legacy system clearly. This led me to map it to validate assumptions and find gaps.