Data Analytics Ventures, Inc.
2021
Go Rewards
Joining is only the start
Overview
Joining is only the start
The experience had to support three different starting points — new members, existing members, and returning members — each needing a different path into the same loyalty program. I created user flows and wireframes for registration, account access, and reward discovery, working alongside a separate UI designer on the wider visual experience.
The Impact
The artifacts show a connected set of UX flows and wireframes across account access and loyalty tasks, giving the team concrete interaction scenarios for discussion and refinement. No verified release status, conversion uplift, engagement increase, or support reduction was supplied — this reflects UX structure delivered, not a measured business result.
Problem
One membership experience, several starting points
New members needed to understand the value of joining and complete setup without losing their place. Existing members needed to recognize their account and understand what happens when accounts are linked or merged. Returning members needed to see their points and find a usable reward quickly — three different journeys through one program.
New members Setup without friction | Existing members Account recognition & merging | Returning members Fast access to rewards |
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Research
Designing from membership rules, not a new discovery phase
This was archived 2019 work translating existing membership rules into UX flows, rather than a documented round of primary research with members. The original case study records collaboration with Product, Marketing, and Engineering in defining these scenarios.
Ideation
Breaking setup into focused steps
The sign-up flow separates contact verification from password setup, profile details, and interests— five focused screens instead of one long form, with interests deferrable via "I'll do this later."
Design consideration
A focused screen is easier to parse, but the full setup still involves several steps and two separate contact checks — a tradeoff between per-screen simplicity and total steps to complete.
Design
Registration, recognition, recovery, and reward
Four connected pieces of the membership experience: a step-by-step sign-up flow, account recognition and merge states for existing members, a recovery path for people locked out, and a home screen that makes points and offers useful from day one.
Registration flow: Email verification, mobile OTP, password setup, profile details, and interest selection — five focused steps, each with a single clear job.
Existing memberships: Existing-email and existing-mobile recognition screens, account states for GetGo and Robinsons Rewards, and a Merge action for accounts found in both.
Recovery and exceptions: A complete forgot-password flow — request, confirmation, new password, and success — plus invalid-OTP, login-error, and no-network states for the team to review.
Member home and rewards: Identity and points sit above search, categories, and promotions; Home, Profile, Rewards, Flight, and Notification stay available in the bottom navigation.
Visual Designs
The wireframes above describe the interaction structure I designed. Visual UI design for Go Rewards was handled by a separate UI designer, who translated these flows into the branded interface shown below. These screens are included as reference — they are his visual design work, not mine, and are credited here explicitly rather than folded into my contribution.
Reflection
What I'd improve and validate today
Looking back, I'd review why each setup field and contact check is necessary and defer anything nonessential; make the consequences and timing of account linking or merging explicit; make verification recovery (resend timing, expired codes) clearer; and make reward eligibility, cost, and expiry clear before a member tries to redeem. These are proposed evaluations — no completed study or measured improvement is claimed for this archived project.
