Loyalty Key
Visa Cashback
Visa Cashback Ecosystem
Overview
Led end-to-end product design for the Visa Cashback ecosystem - a scalable web and mobile platform developed in collaboration with Visa and leading Nordic banking partners.
The ecosystem enabled 400K+ users across the Nordics to automatically earn cashback through linked payment cards, connecting users with 1,700+ merchants across multiple partner environments.
The work focused on simplifying complex fintech experiences while ensuring consistency, trust, and scalability across mobile apps, web platforms, and partner integrations.
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.
The challenge was not only to simplify a complex cashback model, but also to create a consistent and trustworthy experience across banking integrations, partner ecosystems, and multiple platforms in a regulated fintech environment.
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 collaborated cross-functionally with product managers, engineers, marketing teams, and stakeholders across partner organisations - helping shape scalable UX patterns, feature direction, and product consistency across the ecosystem.
My work included user flows, interaction design, prototyping, design system evolution, feature validation, and close collaboration during implementation to ensure high-quality delivery across web and mobile platforms.
Scope of Work
Customer Experience
Registration and login flows
Card linking and payments
Cashback tracking and profile management
Onboarding and activation flow improvements
Selected offers and personalized merchant experiences
Engagement & Growth
Notifications and campaign communication
Merchant following and engagement features
Search and discovery improvements
Saved and personalized offers experience
Retention-focused UX improvements across mobile and web
Approach (UX Process)
The design approach focused on balancing user needs, business goals, and technical feasibility across a complex fintech ecosystem.
The process combined user insights, analytics, rapid prototyping, and AI-assisted exploration workflows to accelerate ideation and support iteration across web, mobile, and partner platforms.
Key activities included:
Mapping user journeys and identifying friction points across onboarding, activation, engagement, and cashback flows
Gathering insights from analytics, customer-facing teams, stakeholder feedback, and platform usage patterns
Exploring and validating solutions through wireframes, high-fidelity prototypes, and iterative design exploration
Collaborating closely with engineers and product stakeholders to ensure scalable, feasible, and consistent implementation
Contributing to the evolution of scalable design systems and UX consistency across multiple partner environments
Iterating on experiences based on product performance, engagement insights, and user feedback after release
Merchant & Platform Ecosystem
Brands and merchant pages
Donations flow
Merchant browsing and exploration experience
Partner integrations (e.g. Danske Bank)
Web browser extension experience and UX improvements
Systems & Operations
Design system evolution across web and mobile
Scalable UX patterns across partner environments
Cross-platform consistency and component optimization
Internal partner dashboard tooling and operational workflows
UX improvements across smaller platform features and ecosystem touchpoints
Impact
450K+ linked users
75K+ monthly active users
1.4M+ transactions enabled
29M+ DKK cashback rewards delivered
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.