Behavox
Behavox
Behavox
Turning complex rewards into motivating Missions
Turning complex rewards into motivating Missions
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. It doesn’t reflect the views of Super.com. I adjusted some details to honor my NDA.
PROBLEM
Problem
Problem
PROBLEM
Without clarity, rewards became a barrier instead of an incentive.
Without clarity, rewards became a barrier instead of an incentive.
Without clarity, rewards became a barrier instead of an incentive.
Super.com’s rewards relied on credits and % discounts, but they felt abstract and disconnected. Users didn’t know progress or value, which led to confusion and disengagement.
Super.com’s rewards relied on credits and % discounts, but they felt abstract and disconnected. Users didn’t know progress or value, which led to confusion and disengagement.
Super.com’s rewards relied on credits and % discounts, but they felt abstract and disconnected. Users didn’t know progress or value, which led to confusion and disengagement.
21%
21%
Of users didn’t understand the existing rewards
Of users didn’t understand
how existing rewards worked
Of users didn’t understand the existing rewards
31%
31%
Were dissatisfied with the redemption flow
Were dissatisfied with
the redemption process
Of users were dissatisfied with the redemption flow
Internally, teams had no shared definition of the legacy system. Aligning on a strategy became as critical as fixing the UX.
Internally, teams had no shared definition of the legacy system. Aligning on a strategy became as critical as fixing the UX.
Internally, teams had no shared definition of the legacy system. Aligning on a strategy became as critical as fixing the UX.
Messaging exploration
Unifying rewards under one concept
I reviewed industry reward systems (Hopper, Starbucks, Cash App).
My goal was to simplify communication and energize engagement. This led me to propose ‘PowerUps’ as a single, consistent rewards term to replace confusing labels.
My goal was to simplify communication and energize engagement. This led me to propose ‘PowerUps’ as a single, consistent rewards term to replace confusing labels.
Messaging exploration
Unifying rewards under one concept
I reviewed industry reward systems (Hopper, Starbucks, Cash App).
My goal was to simplify communication and energize engagement. This led me to propose ‘PowerUps’ as a single, consistent rewards term to replace confusing labels.
My goal was to simplify communication and energize engagement. This led me to propose ‘PowerUps’ as a single, consistent rewards term to replace confusing labels.
This led me to map the legacy rewards system to validate assumptions and find gaps.
Implementation
Scaling Missions across the app
I presented to leadership and secured buy-in. This led me to introduce Missions into onboarding, upsells, and engagement loops.
Constant alignment with PMs and Devs kept ambition balanced with feasibility.
We rolled out Missions across key user flows, refining details with feedback at every stage.
Reward prompts to nudge users to link accounts early.
Daily Missions to foster habit-building.
A single hub to make Missions clear and actionable.
Locked rewards to create Super+ upsell opportunities.
Timely notifications to re-engage users to complete Missions and earn.
Celebratory confirmation to reinforce earned success.
Step-by-step Missions guide users through core tasks.
Concept testing
Concept testing
Concept testing
PowerUps drew interest but lacked clarity
PowerUps drew user interest but lacked clarity
PowerUps drew interest but lacked clarity
We ran onboarding tests with PowerUps as the new label. Users were intrigued, but many asked “Is this real money or just a badge?”
We ran onboarding tests with PowerUps as the new label. Users were intrigued, but many asked “Is this real money or just a badge?”
We ran onboarding tests with PowerUps as the new label. Users were intrigued, but many asked “Is this real money or just a badge?”
The CEO and brand team backed PowerUps for its marketing energy.
The CEO and brand team backed PowerUps for its marketing energy.
The CEO and brand team backed PowerUps for its marketing energy.
Yet, testing made it clear users needed tangible value, not clever naming.
Yet, testing made it clear users needed tangible value, not clever naming.
Yet, testing made it clear users needed tangible value, not clever naming.
•
“When I click the card, I expect to see how long it'll take me to earn it.”
Engineering capacity was limited. To move fast, we focused on critical updates testing small copy changes and a progress indicator.
A/B Testing
A/B testing
A/B Testing
A/B Testing
Progress tracking boosted new user onboardings by 14%.
Progress tracking boosted new user onboardings by 14%.
Progress tracking boosted new user onboardings by 14%.
Users felt lost without visibility into their rewards journey.
Users felt lost without visibility into their rewards journey.
•
“When I click the card, I expect to see how long it'll take me to earn it.”
Users felt lost without visibility into their rewards journey.
Engineering capacity was limited. To move fast, we focused on critical updates testing small copy changes and a progress indicator.
Engineering capacity was limited. To move fast, we focused on critical updates testing small copy changes and a progress indicator.
•
“When I click to ‘Get $20,’ I expect to see how long it'll take me to earn it.”
Workshops
Workshops
Pivoting to Missions aligned the team on a clearer path
Pivoting to Missions aligned the team
on a clearer path
When it became clear PowerUps didn’t solve clarity, I led workshops with PMs, engineers, and research to rethink the framework.
When it became clear PowerUps didn’t solve clarity, I led workshops with PMs, engineers, and research to rethink the framework.
Together, we defined the Missions MVP, task-based journeys with clear milestones and outcomes. Engineers raised feasibility concerns early, helping us cut complexity so we could ship fast.
Together, we defined the Missions MVP, task-based journeys with clear milestones and outcomes. Engineers raised feasibility concerns early, helping us cut complexity so we could ship fast.
Our lean MVP shipped on time and became the foundation for scaling rewards across the app.
Testing outcome
Testing outcome
Testing outcome
Missions made rewards tangible and motivating
Missions made rewards tangible and motivating
Missions made rewards tangible and motivating
Missions gave users clarity at every step. They understood what actions mattered, tracked progress, and felt motivated to complete tasks.
Missions gave users clarity at every step. They understood what actions mattered, tracked progress, and felt motivated to complete tasks.
Missions gave users clarity at every step. They understood what actions mattered, tracked progress, and felt motivated to complete tasks.
Our lean MVP shipped on time and became the foundation for scaling rewards across the app.
Our lean MVP shipped on time and became the foundation for scaling rewards across the app.
Implementation
Scaling Missions turned MVP wins into company strategy
I presented to leadership and secured buy-in. This led me to introduce Missions into onboarding, upsells, and engagement loops. Constant alignment with PMs and engineers kept ambition balanced with feasibility.
Reward prompts to nudge users to link accounts early.
A single hub to make Missions clear and actionable.
Daily Missions to encourage habit-building.
Locked rewards to create Super+ upsell opportunities.
Step-by-step Missions guide users through core tasks.
Learnings
Learnings
What stuck with me
What stuck with me
Adoption gains don’t always need big changes. Small pivots can make a big difference.
Adoption gains don’t always need big changes. Small pivots can make a big difference.
Clear value beats clever words ,users always choose what they understand.
Clear value beats clever words ,users always choose what they understand.
Workshops fast-track alignment, ideas surface early, constraints don’t surprise later.
Workshops fast-track alignment, ideas surface early, constraints don’t surprise later.
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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.
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Up next
Up next
I presented to leadership and secured buy-in. This led me to introduce Missions into onboarding, upsells, and engagement loops. Constant alignment with PMs and engineers kept ambition balanced with feasibility.
We rolled out Missions across key user flows, refining details with feedback at every stage.
Scaling Missions across the app
IMPLEMENTATION
Reward prompts to nudge users to link accounts early.
A single hub to make reward Missions clear and actionable.
Timely notifications to re-engage users to complete Missions and earn.
Celebratory confirmation to reinforce earned success.
Daily Missions to encourage habit-building.
Locked rewards creating interest and motivation to upsell Super+ benefits.
Step‑by‑step Missions to guide users to engage in core tasks with ease.
Step-by-step Missions guide users through core tasks.
The content of this case study is my own.
It doesn’t reflect the views of Super.com.
I adjusted some details to honor my NDA.
Turning complex rewards into motivating Missions
Super’s rewards UX confused users. Poor communication and unclear redemption stalled engagement. This led to fewer account linkings, less activity, and lower retention.
NBC
NBC
Users were confused by credits and discounts
Problem
Super.com’s rewards relied on credits and % discounts, but they felt abstract and disconnected. Users didn’t know progress or value, which led to confusion and disengagement.
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
Unifying rewards under one concept
Messaging exploration
I reviewed industry reward systems (Hopper, Starbucks, Cash App).
My goal was to simplify communication and energize engagement. This led me to propose ‘PowerUps’ as a single, consistent rewards term to replace confusing labels.
Workshops
Pivoting to Missions aligned the team on a clearer path
When it became clear PowerUps didn’t solve clarity, I led workshops with PMs, engineers, and research to rethink the framework.
Together, we defined the Missions MVP, task-based journeys with clear milestones and outcomes. Engineers raised feasibility concerns early, helping us cut complexity so we could ship fast.
Learnings
What stuck with me
Adoption gains don’t always need big changes. Small pivots can make a big difference.
Clear value beats clever words ,users always choose what they understand.
Workshops fast-track alignment, ideas surface early, constraints don’t surprise later.