Restoring value through offer discovery
Following the app redesign, engagement with customer offers dropped sharply. At first glance, it looked like demand had fallen. It hadn’t.
The problem
The redesign moved the Everyday Offers entry point into a different part of the experience.
As a result:
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Visits to Offers dropped by 40%
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Fewer offers were activated and redeemed
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Cashback paid to customers declined
The assumption was that customer appetite had reduced.
In reality, we had reduced visibility.
The hypothesis
We believed the issue wasn’t demand, but discoverability.
Visibility
Customers weren’t seeing offers in the moments they were most relevant.
Access
The pathway to offers had become less intuitive, increasing effort to engage.
What changed
We focused on restoring visibility within the core banking experience.
This included:
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Repositioning offer entry points into high-traffic areas
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Aligning offers with everyday account interactions
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Reducing friction between seeing an offer and activating it
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Designing placement around customer behaviour, not feature hierarchy
The goal was simple: make offers easy to find and easy to use.
The shift
This reframed the problem from “customers don’t want this” to “customers can’t see this.”
Instead of building new incentives, we fixed the experience.
Impact
Engagement recovered as visibility improved.
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Reversal of the 40% drop in visits
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Increased activation and redemption of offers
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Cashback value restored for customers
The work reconnected customers with value that already existed.
My role
I led the experience direction, identifying the root cause and shaping the response.
This included:
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Challenging initial assumptions around customer demand
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Defining the experience strategy to restore discoverability
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Aligning teams to prioritise placement and access over new feature development
This work demonstrated the importance of understanding behaviour before reacting to it. Not every drop in performance requires something new. Sometimes, it requires fixing what was already working.
Impact in practice.
This work changed how customers use the app and how the business grows.