Simplifying Rewards
Led the redesign of Xoxoday’s rewards and gratification experience to simplify onboarding, improve usability, and support scale across multiple rewarding use cases. Worked closely with product, business, and design teams to introduce self-serve onboarding, clarify reward modules, and create a scalable system that reduced complexity while preserving the emotional value of rewards.
December 30, 2024
Simplifying Rewards
Led the redesign of Xoxoday’s rewards and gratification experience to simplify onboarding, improve usability, and support scale across multiple rewarding use cases. Worked closely with product, business, and design teams to introduce self-serve onboarding, clarify reward modules, and create a scalable system that reduced complexity while preserving the emotional value of rewards.
December 30, 2024
CLIENT
Xoxoday
Role
Product Designer
Service
UX Design
CLIENT
Xoxoday
Role
Product Designer
Service
UX Design
CLIENT
Xoxoday
Role
Product Designer
Service
UX Design
Context
Xoxoday is a B2B rewards automation platform used by businesses across geographies to reward employees, customers, and partners. With millions of reward options across categories and a large, active customer base, the platform had grown complex over time.
Customer feedback consistently surfaced friction across core flows:
Sending rewards felt complex and unintuitive.
Users did not feel adequately rewarded for loyalty.
Redemption flows were confusing and poorly understood.
The redesign focused on rethinking Xoxoday Plum as a scalable, intuitive rewards platform that could serve multiple use cases without overwhelming users.
Context
Xoxoday is a B2B rewards automation platform used by businesses across geographies to reward employees, customers, and partners. With millions of reward options across categories and a large, active customer base, the platform had grown complex over time.
Customer feedback consistently surfaced friction across core flows:
Sending rewards felt complex and unintuitive.
Users did not feel adequately rewarded for loyalty.
Redemption flows were confusing and poorly understood.
The redesign focused on rethinking Xoxoday Plum as a scalable, intuitive rewards platform that could serve multiple use cases without overwhelming users.
Context
Xoxoday is a B2B rewards automation platform used by businesses across geographies to reward employees, customers, and partners. With millions of reward options across categories and a large, active customer base, the platform had grown complex over time.
Customer feedback consistently surfaced friction across core flows:
Sending rewards felt complex and unintuitive.
Users did not feel adequately rewarded for loyalty.
Redemption flows were confusing and poorly understood.
The redesign focused on rethinking Xoxoday Plum as a scalable, intuitive rewards platform that could serve multiple use cases without overwhelming users.
Insights
Design and research-led conversations with customers and internal teams revealed recurring themes:
Users struggled to understand different rewarding modules and when to use them.
Onboarding required sales or CX intervention, limiting self-serve adoption.
The platform lacked a clear mental model for first-time users.
Existing flows optimised for features rather than learning and motivation.
The key insight was that rewards are emotional, but the product experience felt transactional and complex. Any redesign needed to make rewards feel simple, motivating, and immediately understandable.
Insights
Design and research-led conversations with customers and internal teams revealed recurring themes:
Users struggled to understand different rewarding modules and when to use them.
Onboarding required sales or CX intervention, limiting self-serve adoption.
The platform lacked a clear mental model for first-time users.
Existing flows optimised for features rather than learning and motivation.
The key insight was that rewards are emotional, but the product experience felt transactional and complex. Any redesign needed to make rewards feel simple, motivating, and immediately understandable.
Insights
Design and research-led conversations with customers and internal teams revealed recurring themes:
Users struggled to understand different rewarding modules and when to use them.
Onboarding required sales or CX intervention, limiting self-serve adoption.
The platform lacked a clear mental model for first-time users.
Existing flows optimised for features rather than learning and motivation.
The key insight was that rewards are emotional, but the product experience felt transactional and complex. Any redesign needed to make rewards feel simple, motivating, and immediately understandable.
Strategy
Working closely with product, business, and design stakeholders, we defined a clear direction for the redesign:
Introduce DIY onboarding to reduce dependency on sales and support.
Educate users progressively about different rewarding modules.
Unify multiple reward types under a coherent, scalable system.
Design a solution that could roll out across products, not just a single release.
Given technical constraints, early decisions prioritised simplicity and scalability, ensuring the design could support future expansion without fragmentation.
Strategy
Working closely with product, business, and design stakeholders, we defined a clear direction for the redesign:
Introduce DIY onboarding to reduce dependency on sales and support.
Educate users progressively about different rewarding modules.
Unify multiple reward types under a coherent, scalable system.
Design a solution that could roll out across products, not just a single release.
Given technical constraints, early decisions prioritised simplicity and scalability, ensuring the design could support future expansion without fragmentation.
Strategy
Working closely with product, business, and design stakeholders, we defined a clear direction for the redesign:
Introduce DIY onboarding to reduce dependency on sales and support.
Educate users progressively about different rewarding modules.
Unify multiple reward types under a coherent, scalable system.
Design a solution that could roll out across products, not just a single release.
Given technical constraints, early decisions prioritised simplicity and scalability, ensuring the design could support future expansion without fragmentation.
Execution
Before moving into high-fidelity design, I mapped the end-to-end user journey and product architecture to identify breakdowns and redundancies.
Key design work included:
Redesigning information architecture and reward flows.
Creating a guided, step-by-step onboarding experience.
Designing modular reward selection and distribution flows.
Supporting multiple distribution methods: direct sends, bulk uploads, integrations, and APIs.
Iterating through low-fidelity wireframes to validate logic before visual polish.
The final UI focused on clarity, progression, and confidence, helping users understand not just how to send rewards, but why a specific method was right for their use case.
Execution
Before moving into high-fidelity design, I mapped the end-to-end user journey and product architecture to identify breakdowns and redundancies.
Key design work included:
Redesigning information architecture and reward flows.
Creating a guided, step-by-step onboarding experience.
Designing modular reward selection and distribution flows.
Supporting multiple distribution methods: direct sends, bulk uploads, integrations, and APIs.
Iterating through low-fidelity wireframes to validate logic before visual polish.
The final UI focused on clarity, progression, and confidence, helping users understand not just how to send rewards, but why a specific method was right for their use case.
Execution
Before moving into high-fidelity design, I mapped the end-to-end user journey and product architecture to identify breakdowns and redundancies.
Key design work included:
Redesigning information architecture and reward flows.
Creating a guided, step-by-step onboarding experience.
Designing modular reward selection and distribution flows.
Supporting multiple distribution methods: direct sends, bulk uploads, integrations, and APIs.
Iterating through low-fidelity wireframes to validate logic before visual polish.
The final UI focused on clarity, progression, and confidence, helping users understand not just how to send rewards, but why a specific method was right for their use case.
Impact
The redesigned experience:
Simplified first-time onboarding through self-serve flows.
Reduced cognitive load when choosing reward types and distribution methods.
Created a scalable foundation that could extend across Xoxoday’s product ecosystem.
Improved clarity around reward sending, redemption, and management.
Beyond visual improvements, the project established a stronger product narrative around rewards as a continuous, motivating experience rather than a one-off transaction.
Impact
The redesigned experience:
Simplified first-time onboarding through self-serve flows.
Reduced cognitive load when choosing reward types and distribution methods.
Created a scalable foundation that could extend across Xoxoday’s product ecosystem.
Improved clarity around reward sending, redemption, and management.
Beyond visual improvements, the project established a stronger product narrative around rewards as a continuous, motivating experience rather than a one-off transaction.
Impact
The redesigned experience:
Simplified first-time onboarding through self-serve flows.
Reduced cognitive load when choosing reward types and distribution methods.
Created a scalable foundation that could extend across Xoxoday’s product ecosystem.
Improved clarity around reward sending, redemption, and management.
Beyond visual improvements, the project established a stronger product narrative around rewards as a continuous, motivating experience rather than a one-off transaction.