I designed and implemented a feature allowing customers to earn cashback by redeeming Citibank reward points for travel bookings. This project involved extensive integration with banking APIs and meticulous user flow design, including handling verification processes and incorporating Citibank's error messages.
Encourage Citibank cardholders to use their points on KKday, increasing discount redemption incentives and strengthening the long-term partnership between KKday and Citibank.
Led the redemption process design on KKday, owning all design aspects including wireflows, interfaces, and interaction design.
Balanced the needs of both Citibank and KKday users while collaborating with third parties and managing authentication for passwords and verification codes.
Within four months of launch, customers redeemed 213K points with an 89% usage rate for post-redemption coupons, successfully securing Citibank sponsorship for 2023.
This partnership was established to enhance point redemption for purchases on KKday while creating opportunities for Citibank to develop promotional initiatives with other banks, such as joint travel rewards and discounts.
challenge: How to motivate users to offset their KKday expenses using Citibank points?
Ensuring Hong Kong Citibank cardholders complete the point redemption process after placing orders, including successful phone verification.
Harmonizing Citibank's requirements with user needs while navigating third-party collaboration constraints.
Increasing process attractiveness through improved CTA visibility, clearer copywriting, and strategic promotional activities.
while carefully mapping all potential error scenarios and recovery paths during both authentication and real-time points integration.
Challenge: Security requirements necessitated verification limits. I created comprehensive error handling flows with clear user feedback by:
Example of Phone Verification Failure Flow :
Strategic placement of promotional banners after Citibank credit card purchases to guide users into the redemption flow.
Streamlined phone verification process connecting real-time to Citibank's backend database.
Intuitive interface for selecting points to redeem against current purchase amount.
Clear confirmation with immediate coupon delivery upon successful redemption.
The redesigned experience generated 213K points redeemed within four months of launch and secured Citibank's continued sponsorship for 2023.
