Testing loyalty in the send flow
“It’s been a pleasure working with Graham over the past 14 months. As a senior product designer, he consistently brought clarity and structure to complex remittance journeys and helped us deliver thoughtful, well-validated solutions. Graham is dependable, collaborative, and comfortable working from early concept through to final delivery. He works closely with product and engineering partners, handles feedback constructively, and can always be relied on to move work forward. He’s a genuinely strong contributor and a great person to work with.”
Project summary
I led UX/UI design for Remitly’s Loyalty Program MVP, from concept through validation and user testing.
Remitly needed to assess whether a loyalty programme could drive retention without adding friction to core transaction flows.
Designing a low-lift MVP using existing components while validating user interest quickly.
80% of participants were interested in collecting points, but Remitly deprioritised the MVP in favour of faster feedback cycles.
My role
I led UX/UI design for Remitly’s Loyalty Program MVP, exploring whether a lightweight rewards experience could improve retention. This included defining the rewards entry point, designing the Rewards dashboard, validating concepts through user testing and working with product and engineering within MVP constraints.
Exploring loyalty concepts across markets and customer segments
Problem
Remitly wanted to explore whether a loyalty programme could improve customer retention, particularly around repeat transactions. The challenge was introducing rewards in a way that felt easy to understand and tightly connected to the existing money transfer flow.
Testing where and how rewards should surface in-flow
Challenges
The project required balancing ambition with MVP pragmatism:
- Designing a rewards experience that worked within existing UI components and navigation patterns.
- Reducing development effort by reusing current screens while keeping rewards visible enough to find.
- Validating user interest quickly to inform business prioritisation decisions.
Balancing visibility, motivation, and transactional clarity
Outcome
User testing showed clear interest in the concept, with 80% of participants interested in collecting loyalty points and 70% preferring activation directly from the calculator screen.
While modelling suggested a potential revenue impact of $2.5M - $15M, the business ultimately deprioritised the Loyalty Programme in favour of initiatives with shorter feedback loops. This decision reflected the longer timeframe required to assess loyalty performance, rather than a lack of user or design validation.
Validated interest in a loyalty-led retention mechanic
