Federal Bank's Rewards Program

As part of Sberbank’s customer loyalty initiative, the Sber Spasibo Rewards Program serves over 73 million users across Eastern Europe. I led the design of a seamless cross-platform interface to provide users with direct access to the rewards program across all Sber devices, including iOS apps, tablets, and Smart TVs.

About Sber Devices

Sber Devices is a leading innovation hub within Sberbank, focusing on developing cutting-edge technology solutions to elevate customer experiences. As part of Sberbank, the largest financial institution in Eastern Europe, Sber Devices specializes in smart home devices, digital assistants, and cross-platform ecosystems that seamlessly integrate banking, entertainment, and daily utilities.

User Problem

Users lacked a direct and intuitive way to access the Sber Spasibo Rewards Program on their devices. This limitation impacted their ability to:

• View current bonus balances
• Track privilege levels
• Accumulate and redeem bonuses
• Explore program details and partner offers

Solution

I designed a unified, user-friendly interface for iOS, Tablet, and Smart TV, that allows users to effortlessly access the rewards program across Sberbank devices. The solution simplifies navigation, enhances engagement, and improves access to program features. My contributions included:

Design Process

The design process focused on agility and user-centricity:

Week 1: Discovery & Analysis: Conducted research to understand user pain points and program goals.

• Competitive Analysis
• Information Architecture (IA)

Week 2: Wireframing & Prototyping: Created initial wireframes and interactive prototypes for usability testing.

• User Flow Creation
• Wireframes Iteration

Week 3: High-Fidelity Design: Developed a polished interface, including a UI kit for consistent implementation.

• UI Design & UI Kit Development
• Cross-functional Team (XFN) Collaboration
• Developer Handoff via Figma

Week 4: Cross-Platform Adaptation: Ensured compatibility across iOS apps, tablets, and Smart TVs.

• UI Design & UI Kit Development
• Cross-functional Team (XFN) Collaboration
• Developer Handoff via Figma

Week 5: Testing & Handoff: Validated usability through testing and delivered developer-ready assets.

• UI Design & UI Kit Development
• Cross-functional Team (XFN) Collaboration
• Developer Handoff via Figma

Key Features

• Seamless Authorization: Easy and secure access with minimal input, such as phone numbers and date of birth.

  

• Home Page Dashboard: Instantly view bonus points, privilege levels, and available rewards.

  

• Privilege Tasks: Complete tasks within set periods to maintain or advance privilege levels.

  

• Partner Page: Explore Sberbank partner companies categorized under “All,” “Accumulate,” and “Spend” tabs, with detailed bonus information and direct links to partner websites.

  

• Customizable Rewards: Users can select preferred categories of goods to earn additional bonuses.

  

• FAQ Section: Comprehensive answers to common questions for a smoother user experience.

  

Results & Impact (Q4 2022)

The revamped interface delivered measurable success for Sberbank’s rewards program:

• 25% Increase in Engagement Rate: Users interacted more frequently with the program.
• 11% Improvement in Retention Rate: Enhanced user satisfaction and loyalty.
• 13% Growth in Transaction Frequency with Program Partners: Increased usage of partner offers.

Reflection

I transformed what could have been a fragmented and complex ecosystem into a cohesive and intuitive experience. By leveraging cross-platform capabilities, I ensured that users could access the rewards program effortlessly across mobile devices, Smart TVs, and tablets. My approach focused on creating a consistent user journey, enabling customers to transition between devices without confusion or friction. The result was an ecosystem that felt unified, engaging, and tailored to the diverse needs of over 73 million users.