the challenge: create a highly personalized experience for citibank's thankyou rewards cardholders to redeem their hard-earned thankyou points


curated high-level content buckets were developed to offer customers an interactive, exciting way to browse for their desired redemption categories

these content buckets would each surface a curated collection of redemption options on the home page, along with the ability to filter down to a desired number of points needed for redemption


the content buckets varied depending upon the customer’s region and what was available to them for redemption


intuitive interactions were designed to help customers find exactly what they wanted to shop for

the design was built to be fully-responsive, allowing customers to browse for redemption on any device