Scaling the Orange Card Loyalty Platform
Overview
Alfa Bank Orange Card is a debit card within a coalition loyalty program (with X5 Retail Group, Beeline, Alfa Insurance). The Orange Card loyalty hub is the primary destination where customers interact with the card beyond everyday transactions. It brings together loyalty mechanics, promotional offers, subscription services, cashback information, and reward redemption into a single experience across mobile and web.
As the product evolved, the loyalty hub expanded from a simple information page into an engagement platform that supports customer activation, retention, and long-term product growth.
Business Context
Although the loyalty hub contained valuable features, some customers rarely discovered or revisited it during their everyday banking experience.
Increasing visibility of the platform is one of the main goals of the product team. We needed to rethink how customers access and navigate the loyalty experience throughout the banking app and web.
Key Metrics
MAU
Entry Point CR
Retention
Users
900k+
My Role
I was the sole Product Designer responsible for the Orange Card loyalty platform across iOS, Android, and web.
Beyond interface design, I participated in defining hypotheses, identifying growth opportunities, initiating improvements, and shaping the long-term evolution of the loyalty platform.
The selected Initiatives of the product with the outcomes in terms of scaling the platform are described below.
Reducing Friction in the Core Offline Journey
Problem
For Orange Card customers, scanning a barcode at checkout is the core interaction with the loyalty program. However, nearly 80% of users had to navigate through at least two additional taps before reaching the barcode, creating unnecessary friction during an in-store purchase.
Task
Reduce the time required to access the barcode while preserving access to the full loyalty experience.
Approach
I analyzed customer journeys and identified the card screen as the most natural place for immediate barcode access.
Instead of replacing the existing loyalty entry point, I redesigned the card widget to support two complementary actions:
Instant access to the barcode in a single tap;
Continued access to the full loyalty hub for customers exploring additional benefits.
I also redesigned the widget UI and introduced edge-case handling for situations where a static barcode needed to be displayed.
The solution was developed in close collaboration with Product, Engineering, and Business teams, moving from concept to production in just one month.
Outcome
Reduced barcode access time by 50%;
Increased successful barcode scans at checkout;
Delivered within a one-month timeline requested by leadership.
Bringing the Loyalty Platform to Desktop
Problem
The Orange Card experience was primarily designed for mobile. While some desktop users had access to a limited MVP version of the loyalty hub, most loyalty features remained unavailable outside the mobile app and mobile web.
This created an inconsistent cross-platform experience and limited customers' ability to access loyalty services from Alfa Online.
Task
Design a full-featured desktop version of the loyalty hub while adapting the experience to desktop-specific user behavior rather than simply replicating the mobile interface.
Approach
I designed the loyalty hub for desktop, bringing the full set of loyalty mechanics including offers, subscriptions, and purchases compensation — to Alfa Online.
Rather than mirroring the mobile experience screen by screen, I adapted the information architecture and interaction patterns to desktop usage. For example, I intentionally excluded the barcode, as scanning loyalty cards is a mobile-only scenario and would add unnecessary complexity to the desktop experience.
The project also established a cross-platform design approach, ensuring that every new loyalty feature would be designed for both mobile and desktop from the outset.
Outcome
Launched the first full-featured desktop version of the Orange Card loyalty hub;
Created a consistent cross-platform experience across mobile and web;
Established desktop as a supported platform for all future loyalty initiatives;
Adapted the experience to desktop-specific customer needs instead of duplicating mobile interactions.
Increasing Discoverability Across the Banking App
Problem
Despite offering valuable loyalty benefits, the Orange Card hub remained underutilized. Many customers simply didn't know where to find it or encountered it too infrequently.
As a result, key loyalty mechanics had low visibility, limiting both customer engagement and feature adoption.
Task
Increase the discoverability of the loyalty hub by making it easier for customers to access from different parts of the banking app, while validating design decisions through experimentation.
Approach
I worked closely with Product Manager to identify the most promising customer touchpoints across the app.
Rather than relying on a single entry point, we approached discoverability as a platform-level strategy. I explored multiple access scenarios and designed several contextual entry points based on customer intent and usage patterns.
To validate our hypotheses, I designed multiple interface variations that were tested through A/B experiments. Together with Analytics, we defined success metrics and used experiment results to guide rollout decisions instead of relying on assumptions.
In parallel, I also explored additional entry-point concepts that informed future product discussions and long-term platform evolution.
Outcome
Data-driven optimization of entry points through A/B testing;
Increased visibility of the loyalty hub;
Contributed to growth in loyalty hub MAU;
Established a scalable approach for future platform expansion.
Overall Impact
Over time, the Orange Card loyalty hub evolved from a collection of isolated loyalty features into a scalable engagement platform.
My work focused not only on improving individual interfaces, but also on making the platform easier to discover.
This experience strengthened my ability to think at the platform level — balancing immediate business needs with long-term scalability, experimentation, and cross-functional collaboration.
For confidentiality reasons, I have omitted the actual values for these metrics.
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