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CBA Commbank Awards

Member loyalty platform

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Commonwealth Bank is Australia's leading provider of integrated financial services, we help CBA to revamp the whole member loyalty portal and acheiving to be the largest credit cards rewards program in Australia. We enhanced the user experience which enable user to earn every dollar they spend and redeem thousands of product and services from groceries, fuel, travel, shopping to dining out and even their next coffee.

We collaborated with our AS team in Australia and HK digital team, we delivered the whole project from customer journey, user flows, wireframing, UX and UI design to front-end and back-end development.

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OVERVIEW
CHALLENGE

The original member loyalty platform has been dated with old user interface, non-responsive layout and bad user experience which discouraging the return of user to the site and the redemption rate is very low compare to in-store earning of their awards card.

GOAL

To deliver a modernised and responsive loyalty platform that enables future innovation, reduces risk and improves customer experience for their loyalty customers. Ultimately to increase the conversion rate for points earn and rewards redemption.

RESULTS

50% growth of the portal conversion rate.

36% growth of the points earning rate from the bonus point eShop

45% growth of the redemption rate from the awards eShop.

VIDEO INTRODUCTION
CUSTOMER JOURNEY
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DESIGN SYSTEM
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WIREFRAMES
Homepage
Redeem index page
Redeem - Retail
Manage page
Redeem - Travel
Redeem - Banking
DESKTOP LAYOUTS
Homepage Disclaimer Mockup
Earn_home_UAT
Redeem Travel xl_1x
Redeem Retail XL_1x
Manage
Redeem Banking XL_1x
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