home
A B2C white label credit card reward redemption platform

my Roles: TEAM MANAGEMENT / Research / UI Design / Creative direction / Information Architect

The Client
Bridge2solutions offers a white label credit card reward redemption platform, used by 3000+ banks and serves over 450M users worldwide.
The Users
Global Banking Institutions International Credit Card Customers Retail and Travel Merchants
The Opportunity
Existing credit card reward redemption platforms were proprietary system used by only a handful of major banks. The required expertise, cost of creating and maintaining a reward portal was out of reach for most banks. The existing solutions suffered from limited reward offerings, poor search implementation and difficult reward redemption processes.
UX Mission
Create a white label industry leading reward platform allowing banks to offer a custom branded reward redemption platform to their customers without the cost of creating and maintaining such systems. By utilizing our system they immediately gained access to a robust merchant network allowing for unprecedented retail and travel offerings to their customers.
My Role
As the Principal Product Designer for Bridge2Solutions, I spearheaded the user experience design for travel portion of the credit card reward redemption platform. Leading a dedicated team consisting of 1 researcher and 3 UX designers, I was responsible for crafting seamless loyalty storefronts for travel categories, hotels, flights, and rental cars. My role encompassed developing comprehensive design strategies, defining the product vision, and overseeing user research initiatives. I engineered intuitive search experiences and search engine results pages (SERPs) for complex interfaces, and meticulously designed booking processes, product carts, and payment flows. Additionally, I established a versatile design library featuring reusable components and UI kits to ensure consistency and efficiency across the platform.
The Solution
Bridge2solutions transformed the credit card rewards redemption landscape. Achieving $100M in revenue growth and a 65% increase in credit card redemption rates within 12 months, by inDelivering an intuitive user-friendly interface, personalized recommendations, and a diverse catalog of options like merchandise, gift cards, and travel, it simplifies the redemption process enhancing satisfaction and loyalty for credit card holders and financial institutions.
A B2C white label credit card reward redemption platform

my Roles: TEAM MANAGEMENT / Research / UI Design / Creative direction / Information Architect

Tools Used
The Client
Bridge2solutions offers a white label credit card reward redemption platform, used by 3000+ banks and serves over 450M users worldwide.
The Users
Global Banking Institutions International Credit Card Customers Retail and Travel Merchants
The Opportunity
Existing credit card reward redemption platforms were proprietary system used by only a handful of major banks. The required expertise, cost of creating and maintaining a reward portal was out of reach for most banks. The existing solutions suffered from limited reward offerings, poor search implementation and difficult reward redemption processes.
UX Mission
Create a white label industry leading reward platform allowing banks to offer a custom branded reward redemption platform to their customers without the cost of creating and maintaining such systems. By utilizing our system they immediately gained access to a robust merchant network allowing for unprecedented retail and travel offerings to their customers.
My Role
As the Principal Product Designer for Bridge2Solutions, I spearheaded the user experience design for travel portion of the credit card reward redemption platform. Leading a dedicated team consisting of 1 researcher and 3 UX designers, I was responsible for crafting seamless loyalty storefronts for travel categories, hotels, flights, and rental cars. My role encompassed developing comprehensive design strategies, defining the product vision, and overseeing user research initiatives. I engineered intuitive search experiences and search engine results pages (SERPs) for complex interfaces, and meticulously designed booking processes, product carts, and payment flows. Additionally, I established a versatile design library featuring reusable components and UI kits to ensure consistency and efficiency across the platform.
The Solution
Bridge2solutions transformed the credit card rewards redemption landscape. Achieving $100M in revenue growth and a 65% increase in credit card redemption rates within 12 months, by inDelivering an intuitive user-friendly interface, personalized recommendations, and a diverse catalog of options like merchandise, gift cards, and travel, it simplifies the redemption process enhancing satisfaction and loyalty for credit card holders and financial institutions.
Design Process
I applied a user-centered design approach to ensure that our platform effectively addressed users' needs and achieved business goals throughout the project. This process began with deep empathy for our users, working to understand their pain points, frustrations, and desires through user interviews, surveys, and observational studies. By thoroughly defining these insights, we were able to clarify the key issues that needed to be addressed.
‍
During the ideation phase, we generated a wide range of potential solutions, drawing on our understanding of user needs to inform our brainstorming sessions. We then translated these ideas into detailed prototypes, which served as tangible representations of our design concepts.
‍
To ensure the effectiveness of our designs, we subjected these prototypes to rigorous testing. An iterative refinement process allowed us to make data-driven adjustments, addressing any usability issues and enhancing the overall user experience.  As a result of this user-centered design approach, we developed a rewards redemption experience that was both seamless and satisfying for users.
1
research
User Interviews
Working with industry leaders and users I identified key drivers in the e-commerce and travel sectors. Through a series of research studies I gained deep insights into users needs, pain points, and preferences with existing rewards platforms. Through one-on-one sessions, online surveys, and focus groups, users shared valuable insights. This feedback was crucial for designing a platform that genuinely addressed their concerns and enhanced their experience.
2
define
Identifying Pain Points
We identified users' pain points through interviews, surveys, and feedback analysis, uncovering pain points lIke complex navigation and limited reward choices. This understanding guided us in creating targeted solutions to directly address and solve these challenges
Problem Statements
we started by collecting detailed problem statements from our users to understand their pain points with existing rewards platforms. We identified issues such as complex navigation, limited reward choices, and a cumbersome redemption process. By deeply analyzing these problems, we brainstormed possible solutions to address each one. Our aim was to create a seamless,
User Personas
We created user personas to represent the diverse needs, behaviors, and goals of our users. These personas helped us to understand and empathize with our users, ensuring that our platform design decisions were informed by real user experiences and tailored to meet their specific requirements. By using personas, we could prioritize features, create personalized experiences, and ultimately build a more user-centric platform.
3
‍
ideate
Competitor Analysis
We conducted competitor analysis of Chase Ultimate Rewards, American Express Membership Rewards, Citi ThankYou Rewards, and Capital One Rewards to understand their strengths, weaknesses, opportunities, and threats. This helped us identify areas for differentiation and improvement, allowing Bridge2 to offer a superior, user-centric rewards experience by matching their strengths, addressing their weaknesses, seizing opportunities, and mitigating potential threats.
Chase Ultimate Rewards
Features: Extensive array of travel partners, flexible redemption options (including travel, cash back, and merchandise), bonus categories for earning points.
‍
Strengths: High value when transferring points to travel partners, robust travel protections, and a user-friendly interface.
‍
Weaknesses: Limited airline alliances compared to some competitors, occasional devaluations in point value.
Trello
Features: Simple earning structure with flat-rate cash back or miles on all purchases, no foreign transaction fees, travel and purchase protections.
‍
Strengths: Unlimited earning potential, straightforward redemption options (cash back or travel statement credits), and broad acceptance worldwide.
‍
Weaknesses: Limited transfer partners compared to Chase and Amex, lower point transfer ratios for travel partners.
American Express Membership Rewards
Features: Wide range of transfer partners (airlines and hotels), generous earning potential with bonus categories (e.g., dining, travel), access to Amex Offers.
‍
Strengths: Premium travel perks (airport lounge access, hotel elite status), excellent customer service, and unique redemption options (e.g., statement credits).
‍
Weaknesses: Limited merchant acceptance compared to Visa and Mastercard, sometimes lower point value for non-travel redemptions.
Citi ThankYou Rewards
Features: Transfer partners (including airlines), diverse redemption options (travel, gift cards, shopping), bonus categories for earning points (e.g., dining, entertainment).
‍
Strengths: Special access to events and experiences, occasional transfer bonuses to partners, and flexible redemption options.
‍
Weaknesses: Lower average point value compared to other programs, fewer transfer partners compared to Chase and Amex.
Trello
Features: Simple earning structure with flat-rate cash back or miles on all purchases, no foreign transaction fees, travel and purchase protections.
‍
Strengths: Unlimited earning potential, straightforward redemption options (cash back or travel statement credits), and broad acceptance worldwide.
‍
Weaknesses: Limited transfer partners compared to Chase and Amex, lower point transfer ratios for travel partners.
Chase Ultimate Rewards
Features: Extensive array of travel partners, flexible redemption options (including travel, cash back, and merchandise), bonus categories for earning points.
‍
Strengths: High value when transferring points to travel partners, robust travel protections, and a user-friendly interface.
‍
Weaknesses: Limited airline alliances compared to some competitors, occasional devaluations in point value.
Citi ThankYou Rewards
Features: Transfer partners (including airlines), diverse redemption options (travel, gift cards, shopping), bonus categories for earning points (e.g., dining, entertainment).
‍
Strengths: Special access to events and experiences, occasional transfer bonuses to partners, and flexible redemption options.
‍
Weaknesses: Lower average point value compared to other programs, fewer transfer partners compared to Chase and Amex.
American Express Membership Rewards
Features: Wide range of transfer partners (airlines and hotels), generous earning potential with bonus categories (e.g., dining, travel), access to Amex Offers.
‍
Strengths: Premium travel perks (airport lounge access, hotel elite status), excellent customer service, and unique redemption options (e.g., statement credits).
‍
Weaknesses: Limited merchant acceptance compared to Visa and Mastercard, sometimes lower point value for non-travel redemptions.
BRIDGE2 SOLUTIONS proposes a comprehensive changes on platform that leverages the strengths of existing competitors while addressing their weaknesses to offer a unique value proposition:

A comprehensive range of redemption options including products, gift cards, travel bookings, exclusive events, and deals. With over 40 merchants integrated into its platform, Bridge2 provides users with a wide selection of choices for redeeming rewards.Bridge2 enhances user engagement through personalized journeys tailored to travel, shopping, and vacation offerings. The website structure of Bridge2, featuring clear sections for home, products, gift cards, travel, events, and deals, ensures an intuitive and accessible user experience. Bridge2 stands out by offering access to exclusive events and special deals alongside traditional redemption options.
User Flows
I developed detailed user flows to map out each step users take when interacting with the platform. This approach provided stakeholders with a clear visualization of the user journey, enabling them to understand and pinpoint potential pain points. By analyzing these user flows, we were able to streamline interactions, identify and eliminate experience gaps and bottlenecks, and ensure a smooth and intuitive process. This thorough mapping ultimately enhanced the overall user experience, leading to increased satisfaction and engagement with the platform.
Mid-fidelity Wireframes
I created over 450 meticulously annotated mid-fidelity wireframes to effectively convey the user experience to both stakeholders and developers. These wireframes were crucial in providing the team with a tangible sense of the various user journeys and interactions, showcasing each screen’s layout with a focus on functionality and user interaction. By aligning these wireframes with the user flows, we established a coherent and seamless user journey throughout the platform. This approach enabled us to identify and address key issues, such as navigation complexity and reward selection, before advancing to high-fidelity designs, ensuring a well-thought-out and user-centric design process.
Click to view the full screen
4
Prototype & Design
Clickable Prototypes
Based on user research, I created final prototypes to enable early visualization and testing of the proposed experience, allowing for iterative improvements through user testing. This approach ensured our designs evolved to meet user needs, with high-fidelity prototypes accurately representing the intended experience and preparing us well for implementation.
Fidelity Progression
Over the course of numerous iterations the wireframes reached a level of refinement suitable for moving onto high-fidelity visual design treatments. The thoroughness of the wireframes in terms of layout and functionality is evident in the almost 1:1 conversion to final visual designs.
Final Design
The final designs showcase a comprehensive, user-centric rewards platform that simplifies the redemption process. This transition from wireframes to detailed visuals brought clarity to our concepts, allowing for precise feedback and refinement. High-fidelity designs provided a realistic preview of the user experience, while also streamlining the implementation process.
Click a slide to view the full page
5
‍
Handoff
Design System
To streamline the development process, I created a design system of theme-able UI kits and assets. This design system could be quickly modified to align the platform to a customers branding ensuring a cohesive integration with their visual identity.
6
‍
The Wins
Measuring Success
We achieved these wins through a user-centric design approach, incorporating extensive user research and continuous testing to align with user needs. Strategic partnerships with over 40 merchants, including Apple, provided exclusive reward options. Offering diverse redemption choices like products, gift cards, travel bookings, and exclusive events catered to various user interests. Streamlined navigation and intuitive redemption processes enhanced the user experience. Robust marketing strategies expanded our reach, driving rapid user adoption and revenue growth. These efforts positioned Bridge2 Solutions as a leading rewards platform. These outcomes highlight the success and impact of our user-centric design approach, confirming Bridge2 Solutions as a leading platform in the rewards industry.
Prev
ROCKEFELLER
Next
GE WMSA