ROLE
UX/UI Designer
DURATION
3 months
GOAL
To easily redeem a product
How it works
Socios is a Web3 / crypto application for sports fans. Among several modules, the product offers “Rewards”: users earn points by performing actions in the app, then redeem their points only if they own at least one fan token of the related club.
The problem
The existing product flow did not optimise conversion. Many users didn’t understand why they couldn’t redeem, the “must own a token” condition was unclear, and discovering relevant rewards was hard.
Since we were introducing a new UI + design system anyway, we used that change to rethink and re-architect the flow.
Roadmap
Pain Points Identify
We conducted user interviews and analysed support tickets to identify pain points and benchmarked comparable loyalty products to extract patterns.
Complexity
The initial reward flow in the app was complex, and simplifying it for users proved to be a significant design challenge.
Misunderstanding
Users found it difficult to understand how to redeem a product, specifically, how to use their points to unlock a reward.
Find Rewards
With so many rewards available, users found it difficult to identify the ones most relevant or interesting to them.
Hypotheses and Goals
Hypotheses:
→ If we clarify the “you must own a token” requirement, the redemption rate will increase.
→ If we simplify the journey, the abandonment will drop.
→ If we help users discover only the rewards they are eligible for the engagement will increase
Measurable goals
→ Increase clarity of eligibility state.
→ Reduce support tickets related to rewards redemptions.
→ Increase the number of rewards claimed per active user.
Wireframe
We designed wireframes for a shorter, clearer journey, prototyped them, and refined the initial flow based on usability testing feedback.
What we did
We wanted to make the flow shorter and easier for users without removing essential steps or overwhelming them with too much information. Instead of simply cutting pages or adding large blocks of text, we focused on clarity through visuals: using images, icons, and tutorials.
This approach ensured that when a user visited the page for the first time, they could immediately understand how the process worked at a glance.
We also designed a filtering system to help users quickly find rewards that matched their available points and tokens, making it easier to identify which ones they could actually redeem.
Final Mockup
Through this approach, we developed the final flow design by integrating insights from user testing and researcher feedback, while applying our design system principles. We also refined key elements, such as the reward chips, to help users easily compare the amount required with the balance available in their wallet.
Results
Post-release KPI impact results
Clear and Simplified Reward Flow
By the end of the project, we successfully created a clear and simplified reward flow.
Reduced Support Requests
Fewer users contacted the help center with questions about redeeming rewards, proving that the new process was both effective and user-friendly.
Increased Reward Redemption
We noticed an increase in the number of rewards redeemed.
Greater User Engagement
User interviews indicated that the updated flow generated greater interest and engagement among users.