Everyday Rewards
Building a Seamless Loyalty Experience for Millions
Everyday Rewards is one of Australia’s largest loyalty programs, with over 12 million members earning and redeeming points across Woolworths supermarkets, Big W, BWS, Ampol, and more. The launch of the Everyday Rewards mobile app was a major milestone, bringing a more personalized, engaging, and rewarding experience to millions of users.
As Lead Product Designer, I was responsible for designing and refining the native iOS & Android apps, ensuring they provided a seamless, intuitive experience while driving customer engagement and business growth. Working closely with Design Lead Tommy Mayes, we focused on user research, iterative design, and customer validation, ensuring that every feature we built aligned with both business objectives and real user needs.
📌 Key Outcomes:
• 🚀 Increased offer redemption by an estimated 15% by making rewards easier to find and activate.
• 📈 Boosted app engagement by ~20%, improving daily active usage.
• 🔄 Improved retention, reducing drop-offs in the onboarding flow.
Role: Lead Product Designer
Project: Native iOS & Android App Design
Year: 2020

Understanding the Challenge
With over 12 million active members, the success of Everyday Rewards depended on ease of use, personalization, and engagement. Our goal was to create an app that allowed users to track rewards, browse offers, and redeem savings effortlessly, while ensuring that the experience was intuitive and scalable.
To achieve this, we needed to:
✔ Make key rewards features easy to access and understand.
✔ Design a seamless onboarding & offer redemption process.
✔ Ensure high engagement through a well-structured, intuitive UI.
We approached this through deep research, competitive analysis, and user testing, making sure our designs were built around actual customer needs.
Everyday Rewards was a new design for an already popular app for the Australian market. The project was very high profile as the brand is well known and with an active user base of over 12 millon users, it is one of the biggest projects I have worked on. These facts made it key to carry out a thorough product design process that involved research, design, customer validation, experimentation, presentations, and high-fidelity design to development.
Discovery Research
• User Surveys & Interviews → Gathered insights from real customers to understand their goals & pain points.
• Persona Development → Defined key user types to design experiences tailored to their needs.
• Competitor Analysis → Examined loyalty apps globally to identify best practices & gaps.
• Cross-Team Workshops → Led collaborative ideation sessions to align teams on priorities.

Competitor Flow Analysis

Survey Insights Synthesis

Survey Insights Synthesis
Turning Insights into Solutions
With research guiding our approach, we moved into wireframing, prototyping, and iterative testing, ensuring we validated concepts before finalizing designs.
We followed the divergent and convergent framework, continuously testing, learning, and refining until we were confident in the experience.
Wireframes & Prototyping
• Created low-fidelity wireframes to explore different UX patterns.
• Developed interactive prototypes to test offer discovery, onboarding, and redemption flows.
• Iterated multiple versions of key features, testing them with real users.
One key challenge was designing notification preferences—balancing relevant offers with user control. By testing different opt-in flows and personalization settings, we ensured users had full control over their preferences without missing valuable deals.

Notification Preferences Wireframes

Notification Preferences Wireframes

Low Fidelity wireframes for early testing
Design Execution
Once the core experience was validated, we moved into high-fidelity design, interaction flows, and final UI execution.
Using Figma and a component-based design system, we ensured consistency across the app, making development more efficient and scalable.
✨ Key Deliverables:
•Finalized end-to-end wireflows covering all core app functionalities.
•Clickable high-fidelity prototypes for user testing & stakeholder alignment.
•UI designs built using a scalable design system for long-term maintainability.
We worked closely with engineers and product teams to ensure smooth implementation, refining animations and micro-interactions to create a polished, delightful user experience.

End to end high fidelity wireframes
Final Implementation & Post-Launch Optimization
🚀 Bringing the App to Market
• Worked with developers to ensure pixel-perfect execution.
• Delivered final assets, prototypes, and documentation for seamless handoff.
• Validated performance in pre-launch usability tests before release.
📈 Continuous Improvement
• Monitored real-time user analytics, leading to a 20% increase in daily active users.
• Ran A/B tests on feature placements & navigation, improving usability.
• Gathered direct customer feedback, leading to refinements that boosted offer activation rates by ~15%.

User testing insights deck slides

User testing insights deck slides
What This Project Achieved
This project had a significant impact on both user engagement and business goals:
📊 Business Impact:
✔ Increased engagement by making Everyday Rewards offers easier to discover & use.
✔ Boosted active users by ~20%, making rewards more accessible.
✔ Improved redemption rates by an estimated 15%, increasing customer loyalty.
🎯 Customer Experience Improvements:
✔ Created a simplified, intuitive onboarding process for new members.
✔ Designed clear, easy-to-use reward tracking with transparent progress indicators.
✔ Ensured a seamless cross-platform experience, making switching between web & mobile effortless.


Final designs of the Everyday Rewards iOS app
Reflections & Learnings
Leading the Everyday Rewards app design reinforced the importance of:
✨ User-first design thinking – Every decision was driven by real customer needs.
✨ Rapid iteration & validation – Testing frequently ensured the best possible user experience.
✨ Cross-team collaboration – Close alignment with product, engineering, and stakeholders was key to success.
This case study highlights how user research, iterative design, and collaboration can drive meaningful engagement & business growth.
© Julio Castellano