OVERVIEW
Our app faced a "fragmented value" problem. We had a community wallet for participation rewards, a new cashback initiative to drive retention, and a growing user demand for faster refunds. Users were juggling multiple balances with different rules, leading to confusion and friction. We needed to unify these financial streams into one cohesive wallet that empowered users to spend, save, or withdraw without ambiguity.
CHALLENGES
Siloed Value: Users had "Community Money" and "Store Cashback" living in separate ecosystems, making their total purchasing power unclear.
Rule Complexity: Different funds had different rules, refunds and community wins were withdrawable, while promotional cashback was locked to store credit.
Refund Friction: Users were frustrated by the delay in bank refunds, requesting a faster, in-app alternative to keep the money ready for their next order.
Checkout Ambiguity: Users often didn't know which balance was being applied to an order, leading to a feeling of loss of control during payment.
GOALS
Unified Dashboard: Create a single "Total Balance" view that intelligently bifurcates funds based on their liquidity (Withdrawable vs. Credits).
Instant Recirculation: Enable instant refunds directly to the wallet to turn a return scenario into a future purchase opportunity.
Granular Control: redesign the checkout experience to give users explicit toggles on how and which part of their balance is used for payment.
MY ROLE
Lead Product Designer I led the structural redesign of the wallet system. My focus was on the information architecture, how to present complex financial rules simply and the interaction design for the checkout controls.
I worked closely with the product and engineering teams to map out the logic for merging the two backend wallet systems into one frontend experience.
DURATION
5 Weeks (Concept to Integration)
TAKEAWAYS & LEARNINGS
