B2B2C
Rewards and Loyalty
UX Research
UI Design
Mobile App
Changing how users onboard to improve card adoption rate for OV Loop
OV Loop is a fintech app that combines financial tools with social engagement, rewards and loyalty points offering users enhanced card benefits and a private community space. This project was a comprehensive redesign of their app and B2B experience.
Project Details
My Role
Product Designer
Scope
UX Research · UI Design · User Testing
Team
2 in UX Team
1 Graphics Designer
2 PMs from OV Loop, USA
Company
OV Loop
01 - Problem
Three core challenges we set out to solve
01
Users did not opt for the OV Card
The app had higher bounce rates and OV Card conversions were too low. OV Card was the USP offering of the OV Loop.
02
The design language was outdated and had multiple UI and UX pitfalls
As the company came from a rapid ideation phase, the UI design language was outdated and basic UX laws weren’t followed
03
The company underwent a low brand recognition phase
The marketing team had decided to revamp the branding of the app.
The Solution
A reward-first experience, wrapped in a modern design language.
01
Onboarding Redesign
Redesigned the OV Loop app onboarding to lead with the reward proposition - showcasing card benefits before asking for commitment.
02
Reward-first UX
Introduced a reward-based discovery layer helping users understand and engage with card perks immediately after sign-up.
03
Design Language Refresh
Built a new consistent component library addressing the UI pitfalls of the previous version, improving accessibility and visual coherence.
04
Brand-forward touchpoints
Embedded OV's brand story and community identity throughout the flow to strengthen recognition and trust at each step.
3 / 5 · click to expand
02 - User Research
Research lead us to “the app is a mess” (as shared by 24yr old male candidate, Texas)
We used three primary research methods that included audit of the existing systems, interviews and more thorough competitive analysis. The deliverables we set ourselves was as laid out in our schedule with our stakeholders.
Audit of existing screens
Systematic heuristic evaluation of every screen in the existing OV app, cataloguing usability issues, inconsistencies, and broken patterns.
-
Text heavy
-
Lack of user control and context.
-
Ambiguous CTAs
-
Information Overload
-
Almost zero value proposition
User Interviews and testing
One-on-one interviews with existing and prospective OV users, combined with moderated usability sessions on existing app
-
Lack of rewards/incentives
-
Desire for more Security
-
Lack of Personalisation
-
Risk Perception
-
Hidden fees
Miscellaneous
Other research methods across the project lifecycle
-
Card sorting
-
Surveys
-
Competitive analysis
Persona needs and motivation
Synthesising research into a persona mapped analysis helped align the team around a shared understanding of who we were designing for and what they needed most.
Please note - The user journey below is only of the onboarding journey. Detailed user journeys are bound by NDA.
User journey of existing app
04 - User Flow and Design decisions
Redesigns for better value proposition and user engagement
We tweaked the user flow to improve the app discovery and and Card discovery and adoption. We also made the user land on the reward page and not on the wallet page to increase engagement
Current Flow
App Launch
→
Sign Up
→
KYC Upfront
→
Welcome Message
→
Homepage
→
Wallet page
Redesigned Flow
App Launch
→
Explore Value/Splash Screens
→
Sign Up/Quick Onboarding
→
OV Card Nudge
→
Optional Enrolment
→
Rewards Page
Example: Better User Onboarding first
1
Discovery through Partner Brands
Value: Elevates Brand Trust
Benefit: Seamlessly find the app
Enhances: Brand-tailored user journey
Fosters: Well-defined user expectations
2
Maximise OV Card Conversion
Value: Business Priority
Benefit: Core Driver of all transactions
Enhances: Card discoverability and conversion
Objective: Amplifies User Grasp
3
Leveraging Reward Incentives
Insight: Persona/Product Research
Value: Incentivizes user expectation
Benefit: Forges User Engagement and Adoption on a Guided Path
4
Shifting Focus to OV Rewards
Insight: Research and Brainstorming Outcomes
Approach: Redirect to OV Rewards over OV Wallets
Benefit: Amplified awareness of rewards, for users
Outcome: Culminates User Journey, Invites ongoing Engagement
the actual userflow for a first time user with a partner brand
04 - Wireframes
Stakeholder validation through wireframes
We moved from low-fidelity wireframes to high-fidelity UI concepts, evolving the design from old patterns to a refreshed, reward-forward interface.
Old DesignS
New Wireframes by us
To Earn and Spend Rewards, use your OV Cash Card at participating Brands
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OV Card Balance
$00.00
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04 - Impact
Testing our designs
We ran usability tests across key user flows to validate design decisions before handoff, iterating based on participant feedback.
Participants
12 usability test sessions
Method
Moderated remote testing via Maze
Flows tested
Onboarding, Card activation, Reward redemption
100%
Every user competed the test
3 min 30 sec
Avg time taken to complete the onboarding
0%
Bounce Rate
Screen-grabs from the testing calls.
Note: The UI is of the actual app
05 - Visual Design
Final Designs for both the app and B2B platform
Free Jacks
Professional rugby union team
In loop
Brand Loop
Campaigns (4)
Offers (4)
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Cash Back
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10% Free Jacks
Cash Back
2022 Freejacks Tickets
Buy official tickets
Shop
10% Free Jacks
Cash Back
2022 Freejacks Tickets
Buy official tickets
Shop
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The key screens of the final designs (branding colour changed due to NDA) for the OV loop app. 50+ screens were created for the OV Loop App.
Snippets from the B2B Rewards and Chat blast platform. We created a total of 25 screens for the B2B and B2BC Plaforms
Thanks for making it this far!
If you have questions about the process, the decisions made, or just want to talk design - I'd love to hear from you.
rath.desh@gmail.com
9040144121