Rewarding financial services customers for good financial behavior

Eccommerce

Branding

Content Management System

Mobile/web

Design Systems

Overview

The Woolworths Financial Services Loyalty Programme aimed to integrate a new rewards experience into the Woolworths app, enabling users to earn and redeem points at checkout within a broader retail ecosystem.

Year: 2024

Agency: MakeReign

Client: Woolworths

Role: Senior Product designer

Project: Financial services loyalty

Industry: Financial Services

Woolworths Financial Services

The focus was on designing a seamless loyalty experience that felt native to the Woolworths app while aligning with existing product structures, design system constraints, and ongoing technical development across teams.

The problem

The challenge was to integrate the loyalty programme without disrupting consistency. This required aligning with the existing design system, defining a clear feature hierarchy, and simplifying the user journey while working within technical constraints.

The solution

We designed core features such as cashback balances and transaction details, aligned all components with the existing Woolworths design system, and simplified navigation through a clearer hierarchy. Onboarding flows and contextual modals were added to guide users and ensure a smooth introduction to the programme.

Features

Key features of the Reimagine project

Integrated with Woolies Ecosystem

The loyalty programme was integrated into the Woolworths app, allowing users to redeem points at checkout and track rewards, providing a consistent experience within the existing ecosystem.

Consistent Design System

We maintained visual cohesion by designing components that aligned with the Woolworths design system, ensuring the new features blended seamlessly with the app’s established look and feel.

Simplified Navigation & User Journey

The app’s navigation was streamlined, with a clear hierarchy of features, making it easy for users to find and interact with the loyalty programme, enhancing overall usability.

Onboarding & Support for New Users

We incorporated onboarding tools and informational modals to help new users understand how to redeem points and earn rewards, ensuring a smooth introduction to the programme.

A successful loyalty programme integration focuses on a seamless user experience, design consistency, and ease of use. By aligning with existing systems and simplifying navigation, the programme becomes intuitive, while onboarding support helps new users engage effectively from the start.

Approach

Agile collaboration for client-focused, user-centered solutions.

Overview

Collaborating in an agile way with clients to define tailored, user-centred solutions through rapid iteration and continuous alignment of business and technical needs.

Tools

Figma, Figjam, Asana, Slack

Rituals

Design reviews Lead Autonomy Weekly Client checkins

Competitor Analysis

Conducting thorough competitor research to identify market trends, uncover opportunities, and ensure the design stands out in the competitive landscape.

Business Workshops

Collaborating with stakeholders to align on business goals, challenges, and strategic priorities, ensuring the design supports the overall business vision.

Feature Workshops

Facilitating workshops to identify, prioritize, and define key features based on user needs, business objectives, and technical requirements.

Design System Alignment

Ensuring consistency by aligning designs with an existing design system, streamlining the process, and maintaining visual and functional cohesion.

Flows and Wireframes

Mapping user journeys and creating wireframes to visualize the structure and functionality, guiding design decisions for usability and efficiency.

UI Design

Crafting intuitive, visually appealing interfaces that enhance user experience, ensuring a seamless interaction within the established design system.

Additional Artefacts

UI Components

Create shared components and keep designs consistent across projects automatically.

Card sorting

Usability testing

Moderated testing

Use and edge cases

Share complete design details, assets, and layout structure so developers can build accurately without unnecessary back-and-forth.

Customer research

Control who can view, edit, or review work with clear permissions that keep collaboration simple and efficient across teams.