Key Takeaways
Coca-Cola's digital rewards experience had friction that discouraged participation — making it hard for users to understand how to earn, track, and redeem rewards
OneSpring used visual design and storyboarding to map and redesign the end-to-end rewards journey, reducing friction at key touchpoints in the earning and redemption flow
The redesigned experience increased loyalty program engagement and participation by making rewards intuitive and motivating to use
Cut Design Revisions
50%
Faster Time to Market
66%
Frequently Asked Questions
What makes a digital rewards experience "seamless"?
A seamless rewards experience means users can understand how to earn points, track their progress, and redeem rewards without friction, confusion, or extra steps. When the flow from earning to redemption is intuitive, users participate more actively — making the program more valuable for both the customer and the brand.
Why do loyalty rewards programs fail to drive engagement?
Rewards programs often fail because users don't understand how they work, can't easily track their balance, or find the redemption process confusing or cumbersome. When the effort of participating feels greater than the perceived reward, users disengage. Poor UX is one of the primary drivers of loyalty program abandonment.
What UX design methods did OneSpring use for the Coca-Cola rewards project?
OneSpring used visual design and storyboarding to map and redesign the end-to-end rewards journey. Storyboarding helped the team visualize the emotional arc of the user experience — identifying where excitement peaks (earning a reward) and where friction causes drop-off (during redemption) — and informed targeted design improvements at each critical moment.
How does journey mapping improve loyalty program design?
Journey mapping traces the full experience a user has with a loyalty program — from first learning about it, to signing up, earning rewards, and eventually redeeming them. By mapping each touchpoint, design teams can identify where users experience confusion, frustration, or disengagement, and prioritize improvements that increase participation and program value.
What is the relationship between UX design and loyalty program ROI?
Every point of friction in a rewards experience reduces participation — and participation drives ROI. When users find it hard to earn, track, or redeem rewards, they disengage. When the experience is clear and motivating, participation rates rise, which increases purchase frequency and deepens brand loyalty. UX design is a direct lever on program performance.
How did Coca-Cola's rewards experience design address earning and redemption separately?
Effective rewards UX recognizes that earning and redeeming have different emotional drivers. Earning is motivational — it should feel achievable and rewarding with every interaction. Redemption is transactional — it should be fast, clear, and friction-free. Designing each phase to match its emotional context reduces abandonment and reinforces positive associations with the brand.
What role does visual design play in a rewards experience?
Visual design communicates value and momentum. Progress bars, celebration moments, and clear visual hierarchy around reward balances make users feel their loyalty is being recognized. For a brand like Coca-Cola, visual design also reinforces brand identity throughout the rewards journey — making the experience feel cohesive with the broader brand relationship.