Senior Product Designer • 2024 • Enterprise
Loyalty club improvements that gave us +20% in conversion
Tinkoff is the biggest independent neobank in the CIS, serving 50M+ clients. I worked as a Senior Product Designer in the Cashback & Bonuses group, one of the core parts of T-Bank financial ecosystem.
Impact
20%
Join Conversion
Increase in loyalty club join conversion rate after launch.
30%
Cashback Paid Per Client
Amount of real money paid per client compared to pre-redesign numbers.
Improved onboarding
Shortened onboarding with simpler, clearer copy.
2,7%
Turnover by client
Increase in turnover per client post-launch.
Context
When I joined Tinkoff, my first task was to revamp Loyalty Clubs — a gamified cashback system that rewards repeat purchases of partner brands (e.g., Coca-Cola). After several purchases, users are invited to join the brand's club, where further spending increases their cashback rate.
The feature was already live and growing, but research revealed UX issues in discovery, onboarding, and progress tracking. My role was to redesign the experience to make it seamless and engaging — helping users earn more cashback while boosting brand loyalty and increasing conversion.
Problem statement
Task
Revamp current loyalty clubs to improve user experience and business metrics.
Users mission
Receive increased cashback from purchases of favourite brands.
Audience
All cashback and bonus users — 50,000,000 clients.
Business goal
Increase the number of users who join loyalty clubs.
Success criteria
A significant increase in conversion to joining the club, verified by comparing with previous indicators.
Discovery
I searched through recent interviews that were done by our research team, requested analytics report from analytics team. Based on the interviews and analytics info I identified key issues and ways to improve loyalty clubs.
Entry was hard to find and under-contextualized.
Max percentage wasn't visible at decision time.
Card CTA duplicated the card tap, not the decision to join.
Drop off up to 31% at the club card.
Ideation
After looking at the research results and all other findinigns I gathered the team. We formed and visualized ~10 hypotheses, prioritized by dev effort & time + business value, then selected 4 targeting join conversion. Here are what we ended up with.
Idea 1
Stop Hiding
If we move the entry button a step higher, then we will increase the conversion rate to the entry, because the user will not have to fall a step deeper. In simple words, we are making the entry button more visible and accessible.
Idea 2
Show Potential
Showing the maximum cashback upfront in a new progress bar will boost club transactions by motivating users with the highest reward. Simple idea of showing future potential of actions to the user.
Idea 3
Unlock Desire
Displaying unavailable clubs will boost user activity by creating desire to unlock them. User can see clubs that are out there but now yet accesibble to him, motivating him to participate in the clubs and spend more money.
Idea 4
Motivate with Top Rewards
Showing maximum cashback on the cards of the clubs before user joins the club, will motivate him to join it. Before user didn't knew what he will get if he joins the club, now he can see the maximum cashback he will get if he joins the club.
Validate
There were many options for the progress bar. To bring objectivity when choosing the format and design, I collected the best options and put them into a special chat for UX tests to collect feedback from other people.
Final design
The process of joining the loyalty club: the entry button on the card itself, a picture giving context to the club's theme, the status of the card after joining. The loyalty club page with a new progress bar — after joining, the current level increases in size to show the current cashback level status.
My role
End-to-end product design: discovery, hypothesis generation, prioritisation and scoping with PM, hi-fi design, edge cases, animation/prototyping, collaboration with QA, design review before release, and post-launch metric review.
Design Manager
Ivan Zviahin
Product Manager
Andrew Savchenko
UX Writer
Natalia Vishankova
Engineering Lead
Kirill Kulikov
What's next?
Loyalty Clubs have strong headroom for gamification (levels, prizes, ongoing actions). I'd explore Hook-model loops for engagement and consider bringing cashbacks & clubs into the main feed to further increase entry points.