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Information architecure re-design of Everyday Rewards website

Role: Lead UX/UI Designer

Duration: 6 months

The problem

"How might we shift the Everyday Rewards website from being seen as admin channel to becoming the facilliatator of connected customer experiences across our ecosystem?"

Over the course of 6 months, I was the lead UX/UI designer tasked with re-designing the Everyday Rewards website. 

Background and project goals

Purpose of re-design

Initially the project timeline was set to 3 months, however, upon revision of the deliverables, this was extended to 6 months. Over this time period we completed a range of discovery activities to understand how to best re-design the information architecture and navigation for the Everyday Rewards website. 

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Research outputs 

Discovery 

After conducting the following activities:

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  • Audit of existing work

  • Strategy alignment

  • Competitor analysis

  • Website audit

  • Journey mapping 

  • Analytics synthesis

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I synthesised the findings into visual outputs for a kick-off workshop to align over 60+ stakeholders in the journey of the rewards website IA & Navigation re-design. Summary outputs and screenshots of my working process and workshop are included below.

The outcome

Hi-Fi design 

The final designs were completed to hi-fidelity and handed over to the rewards team for future implementation. In 2024, my work and designs are being incorporated in the re-design of the Everyday Rewards website. For confidentiality reasons, I am unable to share full breadth of designs and prototypes.

Outcomes​

  • Created new information and architecture future proof for incoming capabilities and rich content

  • Simplified structure for easier wayfinding

  • Created designs that leverage existing design ecosystem patterns to create consistent multi-channel experiences 

 

Learnings

  • Technical expertise on IA and navigation design 

  • Importance of visual storytelling to bring stakeholders along the journey, particularly when there is a lot of information to process. My slides and workshop were received well by stakeholders and fellow peers

  • Importance of presenting lo-fidelity designs and using techniques such as grayscaling designs to avoid stakeholders becoming distracted by UI elements too early in the discovery process 

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