Goal
Design a cashback rewards experience within the Barclays app that made earning and redeeming rewards simple and engaging.
Barclays Cashback Rewards
Discovery
The project began with a constraint of using the legacy design system which limited design flexibility.
Exploration
I reimagined the user journey to balance usability and technical feasibility, maintaining consistency with the Barclays’ design standards.
Close collaboration with developers and stakeholders ensured the final solution aligned with both user needs and technical realities.
Challenge
Progress was slowed by several hurdles:
- Outdated infrastructure incompatible with newer design patterns.
- Delays in legal and regulatory approvals.
- Internal reprioritisation and third-party readiness issues. impacting timelines.
Testing
Usability testing explored journey efficiency and how users felt about external third-party links. Feedback was positive — users found the flow clear and the steps reasonable. These insights validated our design choices, confirming we maintained ease of use despite system limitations.
Outcome
The launch drove strong engagement and adoption:
- 1M+ user registrations
- 769K+ active users post-launch
- £13M+ cashback redeemed
The team earned the Excellent Achievers Award (Nov 2024) for innovation and delivery excellence.
My adaptability and leadership helped shape a seamless user experience within complex constraints.
