This site serves as the destination for Citi credit card holders to manage and redeem points for various rewards like travel, gift cards, and cash back.

With the parent brand rolling out new design standards, we had the opportunity to make updates to the .com. Not only was the site getting a visual update, we were able to go a little deeper in a few areas in an effort to make the interaction more seamless and the content more personalized.

Education
An underlying effort was one of education, ensuring the user understood the ThankYou ecosystem – how points are earned and redeemed. The home page does most of this lifting with the “Ways to Redeem” module as well as a “How it Works” (varying slightly base on authentication).

Marketing
Introducing promotions and gift cards it not only important to the business but we learned in testing that these are the things users wanted to see as well. The redesign introduced levels of marketing opportunities that were both responsive html and are served up dynamically – serving up offers that are not only available to the specific user but also based on their previous behaviors.

Ease of Use
In addition to the personalized promotions, we introduced a rewards activity drawer where the user can get a snapshot of their earnings as well as their order history where they could re-order – potentially the single stop for many users. Knowing how critical gift card performance we were also able to introduce some curation on the Gift Cards page. The page now highlights promotional cards, cards on sale, recommended cards, gift card categories, and the user now has the ability to sort and filter.

Delivery
Thorough documentation was created with with development and marketing teams in mind. Prototypes were used to relay interaction and animation. Content specs, variation, and requirements were delivered for reference by both internal as well as external partners.

Thankyou.com