Earnify Rewards App Product Design

Designing a rewards platform focused on usability, compliance, and personalisation.

Role

Lead Product Designer

Industry

Rewards and Retail Technology

Client

bp (U.S. Market)

Stage 1. Discovery and Research

I began with domain research into loyalty programmes, regulatory constraints, and API limitations. User personas and competitor analysis helped uncover key insights:

48% of users failed age verification because of outdated APIs, manual input errors, and poor validation.
Phone number verification was triggered before successful age checks, creating unnecessary business costs.
Compliance for 21+ offers was strict, requiring FDA rotating warnings and adherence to state laws.
Offer discovery was overwhelming due to long, unstructured lists.
Users wanted personalisation controls to hide offers they did not wish to see, such as alcohol.

These findings shaped the KPIs: task success, error rate, time on task, Net Promoter Score (NPS), and Customer Satisfaction Score (CSAT).

Stage 2. Problem Definition and Ideation

The defined objectives included:

Redesign the age verification flow with an address finder, pre-filled user details, and real-time validation.
Enable user preferences for personalised content filtering.
Enhance offer page usability with clearer navigation and search.
Design the age-restricted offers page with full FDA compliance.
Integrate Amazon Prime with bp for exclusive deals.
Introduce activity-based rewards to guide onboarding.
Build a virtual assistant to provide instant in-app support.

Stage 3. Prototyping and Design

User Flow Mapping: Mapped the journey from onboarding to redemption to highlight friction points and identify opportunities.
Wireframes and Testing: Sketched concepts, validated with users, and iterated rapidly.
High-Fidelity Design: Developed guided age verification, streamlined onboarding, personalised landing, and compliant age-restricted flows.

Key design features included:

Refined age verification that reduced friction and improved completion rates.
A redesigned landing page with personalised deals and simplified navigation.
Amazon Prime integration with a clear linking process and exclusive offers.
An AI-powered virtual assistant for FAQs and in-app guidance.
Activity-based rewards that encouraged users to redeem their first offer.

Stage 1. Discovery and Research

I began with domain research into loyalty programmes, regulatory constraints, and API limitations. User personas and competitor analysis helped uncover key insights:

48% of users failed age verification because of outdated APIs, manual input errors, and poor validation.
Phone number verification was triggered before successful age checks, creating unnecessary business costs.
Compliance for 21+ offers was strict, requiring FDA rotating warnings and adherence to state laws.
Offer discovery was overwhelming due to long, unstructured lists.
Users wanted personalisation controls to hide offers they did not wish to see, such as alcohol.

These findings shaped the KPIs: task success, error rate, time on task, Net Promoter Score (NPS), and Customer Satisfaction Score (CSAT).

Stage 2. Problem Definition and Ideation

The defined objectives included:

Redesign the age verification flow with an address finder, pre-filled user details, and real-time validation.
Enable user preferences for personalised content filtering.
Enhance offer page usability with clearer navigation and search.
Design the age-restricted offers page with full FDA compliance.
Integrate Amazon Prime with bp for exclusive deals.
Introduce activity-based rewards to guide onboarding.
Build a virtual assistant to provide instant in-app support.

Stage 3. Prototyping and Design

User Flow Mapping: Mapped the journey from onboarding to redemption to highlight friction points and identify opportunities.
Wireframes and Testing: Sketched concepts, validated with users, and iterated rapidly.
High-Fidelity Design: Developed guided age verification, streamlined onboarding, personalised landing, and compliant age-restricted flows.

Key design features included:

Refined age verification that reduced friction and improved completion rates.
A redesigned landing page with personalised deals and simplified navigation.
Amazon Prime integration with a clear linking process and exclusive offers.
An AI-powered virtual assistant for FAQs and in-app guidance.
Activity-based rewards that encouraged users to redeem their first offer.

Stage 4. Testing and Refinement

I conducted usability testing with diverse user groups to validate improvements:

Significant reduction in errors during verification.
Improved discoverability of offers through filtering and search.
Positive feedback on personalisation and control of preferences.

Iterations were made to address unclear redemption instructions and additional compliance requirements.

Stage 5. Implementation and Results

Working closely with developers, I ensured designs were feasible while meeting compliance standards and user needs.

Key Results

Ranked #4 in the U.S. App Store during its first week, surpassing TikTok and Google Maps.
Age verification success rate improved from 48% to 89%.
Business costs reduced by removing unnecessary verifications.
Surpassed 1 million downloads across app stores.
Achieved 4.8 rating on the App Store and 4.6 on Google Play with 50,000+ reviews.

a black cellphone with a white letter on it

Outcomes

This project demonstrated how to balance regulatory compliance, usability, and business objectives. By addressing user pain points, Earnify achieved wide adoption, reduced operational costs, and delivered significantly higher satisfaction scores.