Orange Card Loyalty Engagement
Overview
Alfa Bank Orange Card is a debit card within a coalition loyalty program (with X5 Retail Group, Beeline, Alfa Insurance). It rewards users with high cashback rates, including 7% on purchases at supermarkets from X5 chain. Cashback is accumulated in X5 Club points that can be spent on everyday purchases.
Business Context
Orange Card is one of the key products at Alfa-Bank, it serves as an acquisition channel for new banking customers. Many users first discover Alfa-Bank through Orange Card.
Alfa-Bank is one of the largest privately owned digital banks in Europe by customer base.
Because of this, the loyalty experience plays a dual role: helping customers get more value from the card while gradually introducing them to Alfa-Bank's broader digital ecosystem.
Key Metrics
CR in flows
MAU
Customer spending
Users
900k+
My Role
I work end-to-end as the sole Product Designer responsible for the Orange Card loyalty experience across mobile and web. I participated in product discovery and problem definition, designed user flows and supported final releases.
The selected Initiatives of the product with the outcomes in terms of loyalty experience are described below.
Simplifying Loyalty Points Exchange
Problem
Previously, customers could only spend their X5 Club points in X5 grocery stores or with partners for purchases, but they could not receive points directly to the card in rubles. At the same time, customers see the value in real cash.
Orange Card allows customers to redeem accumulated loyalty points as cash compensation for eligible purchases. The original flow of the exchange wasn't ready for implementation: it relied on an unsuitable technical approach and created unnecessary cognitive load.
Task
Design an improved flow of the exchange without losing business logic. Customers should be able to exchange their accumulated X5 Club points for rubles at a less favorable exchange rate (1 to 15 instead of 1 to 10).
Approach
I conducted a UX audit of the existing flow and benchmarked similar redemption experiences across competing financial products and internal Alfa-Bank services.
Through hallway usability testing, I identified that users struggled to understand the transaction selection step. I proposed redesigning the entire interaction around a single principle: users who enter this flow have already made the decision to exchage their points, so the experience should be as frictionless as possible.
To achieve this, I:
Surfaced the exchange rate earlier in the journey;
Simplified the information architecture and removed unnecessary visual elements;
Redesigned transaction selection using familiar UI patterns already established within the bank;
Collaborated with a UX-writer to make content shorter and easier to scan;
Replaced the confirmation dialog with a summary screen that clearly communicated the final exchange details before submission.
Outcome
+14.5% overall CR of the flow;
Reduced support requests related to confusion during the exchange;
Successfully implemented using the bank's design system and current engineering architecture.
Increasing Value Through a Subscription Experience
Problem
"Paket" (Package) service is a subscription service offered by X5 Group that unlocks additional cashback and shopping benefits. This subscription service was previously not available on the Orange Card directly, but was available through other X5 network partners (for example, T-Bank or Yandex).
Task
Design the entire “Paket” subscription experience within the Orange Card ecosystem, making the value proposition easy to understand while supporting multiple subscription states and business scenarios.
Approach
I started by exploring subscription experiences across “Paket” service itself, partner ecosystems, and other subscription products inside Alfa-Bank.
I suggested creating a full-fledged subscription flow with a landing page describing the subscription's value to users.
Throughout the project I collaborated closely with PO, business stakeholders, lawyers, engineers, analysts, and UX writers to support multiple states including trial, active subscription, cancellation, and post-cancellation experience.
After launch, I initiated an additional optimization by moving the subscription entry point higher on the page, making it more visible without changing the overall flow.
Outcome
Landing page conversion exceeded 35%;
Overall subscription conversion increased by ~2.5% after optimizing entry point visibility;
+17% MAU after launch;
Positive feedback from CX specialists.
Encouraging Monthly Spending Through Progress Tracking
Problem
To encourage higher monthly spending, the business introduced a promotional offer rewarding customers with an additional +1% cashback after reaching a spending threshold.
The challenge was to keep customers motivated throughout the month instead of only informing them about the reward.
Task
Design an engaging spending offer for Orange Card customers to motivate them to spend more with the card.
Approach
Rather than presenting the offer as static content, I transformed it into a progress-driven experience by introducing a visual progress indicator both on the offer card and inside the detailed view.
The design continuously communicated customers' progress toward the spending goal, making the reward feel more achievable and encouraging repeat interactions with the loyalty hub.
Outcome
Increased visibility and clarity of the promotional mechanic;
Higher card spending activity;
Helped customers better understand their progress toward earning additional cashback.
Driving Engagement with Gamified Onboarding
Coming soon
Overall Impact
Over 1.5 years, I evolved the Orange Card loyalty experience from a collection of isolated features into a more cohesive and scalable product experience.
My work focused on increasing customer engagement, making loyalty benefits easier to discover and use, and creating a foundation for future growth across mobile and web platforms.
For confidentiality reasons, I have omitted the actual values for these metrics.
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