Loyalty Key

Visa Cashback

Visa Cashback Ecosystem

Overview

At Loyalty Key, I led product design for the Visa Cashback ecosystem - a web and mobile platform built in collaboration with Visa and leading Nordic banks.

The product enables users to earn cashback automatically through linked payment cards, connecting 400K+ users with 1,700+ merchants across the Nordic market.

The Challenge

The goal was to transform a complex cashback model into a seamless and trustworthy experience - while scaling across multiple partners, platforms, and user segments.

Key challenges included:

  • High friction in onboarding and card linking

  • Low clarity around cashback value and benefits

  • Fragmented experience across web, mobile, and partner environments

My Role & Ownership

As Product Designer, I owned end-to-end design across key product areas — from discovery and concept definition to high-fidelity design and delivery.

I worked closely with product managers, engineers, and marketing teams, influencing both user experience and product direction across multiple verticals.

Cashback med Visa App Design .png

Scope of Work

I contributed across multiple product verticals, shaping both user experience and platform scalability across the ecosystem.

Core Experience

Registration and login flows

Card linking and payments (Quick-Pay & transactions)

Profile and lifetime cashback tracking

Engagement & Retention

In-app notifications and campaign communication

Following and engagement features (merchant tracking)

Search and discovery improvements

Discovery & Growth

Brands and merchant pages (including SEO-driven structure)

Donations flow

Merchant browsing and exploration experience

Platform & Ecosystem

Partner app integrations (e.g. Danske Bank)

Design system evolution across web and mobile

Partner dashboard (internal tools, work in progress)

Approach (UX Process)

I followed a lean, iterative design approach focused on balancing user needs with business goals.

Conducted user research and gathered insights from analytics and customer-facing teams

Identified friction points across onboarding, activation, and engagement flows

Explored and validated solutions through high-fidelity prototypes and internal testing

Collaborated closely with engineering during implementation to ensure quality and consistency

Iterated based on feedback and product performance after release

Impact

Scaled to 450K+ users with linked cards

Grew monthly active users to 75K+

Enabled 1.4M+ transactions

Delivered 29M+ DKK in cashback rewards

More Details

The product is available on web cashbackmedvisa.dk and as a mobile app in the App Store.

A full case study covering detailed flows, design iterations, and validation is available upon request.