KL Portfolio

Cash back on demand

Project.
I led content development for a major improvement to the cash back loyalty program for Scotiabank Visa cards.

Outcomes.
17% uptake in 4 weeks
99.99% success rate
Projected $178 million in revenue over 5 years

Skills.
Content strategy
Research
Business strategy
User advocacy

Team.
Lead Content Designer (me!)
Senior Product Manager
Product Designer
Business Product Lead

Scotiabank’s cash back VISA cardholders used to get their cash back in a lump sum annually. With this project, we designed an on-demand cash back redemption flow, enabling users to redeem their cash back anytime they want, to whatever account they want.

For MVP2, we brought in cash back earnings by category, earnings on the transaction details screen, and year to date totals, reinforcing the value of the program. Future improvements include push notifications to support behaviour change from passive to active redemption.

A screen from a banking app with a tutorial showing where to find the cash back redemption.

Coachmark.
An intercept with the user visits their credit card details screen to bring attention to the changes.

A banking app screen displaying cash back totals earned in different purchase categories

Cash back categories.
The user can see at a glance how much cash back they’ve earned in purchase categories each statement period.

A banking app screen where a user is redeeming their cash back balance to a Visa account

Redeem anytime.
The redemption flow where the user can redeem their cash back to an account of their choice.