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Integrating a 3rd-party Rewards Store into the app
Velocity Frequent Flyer members could earn points easily, but redeeming them—especially for non-flight rewards—was fragmented and unintuitive. The existing “reward shop” experience lived outside the core app ecosystem, creating a disconnected journey that reduced engagement and conversion.
• Product Designer
• Design user research
• Prototyping & testing
• Stakeholder / Vendor collaboration
• UI specifications for developers
Understanding both user behavior and system constraints:
Analytics research
Identified drop-off points in the redemption funnel.
Competitive analysis
Benchmarked loyalty ecosystems (e.g. airline and credit card programs) to understand best practices for embedded marketplaces.
Stakeholder workshops
Aligned with product, engineering, and the vendor on technical feasibility and business priorities.
Prototype and user testing
Tested and validated assumptions.
The challenging for me was to work with cross-platform constraints: The reward shop was utilising a third-party vendor, limiting control over UX and performance. Ensuring users understood they were still within a secure, seamless Velocity experience despite third-party integration. I wanted to make it a seamless expereince.
The transition between the app to the shop API took 5-7 secs, which was very long, therefore adding an animation coveying they are entering the shop eased the long wait and at the same time added brand delight.
Following the launch of the integrated reward shop experience, we saw strong improvements across engagement, conversion, and user trust: +28% increase in shop entry rate. More users engaged with the redemption experience directly from the app than web and rewards hub +18% uplift in redemption conversion rate.
From a business perspective it assisted with the increased perceived value of points of strengthening the overall loyalty program engagement. Strengthening the alignment between Velocity’s premium brand and partner experiences.