Cash Back Education

Designed a Cash Back education experience that helps users understand how the program works, build confidence, and move deeper into the Hub.

Project Overview

As the Product Designer, I partnered with Product, Content, Customer Care, and Marketing to create a custom education landing page for new and curious users. The experience explained how to earn, track, and redeem rewards while supporting traffic from owned marketing channels.

Core Team

  • Product Designer - Nick Hughes

  • Sr. Content Strategist - Shelly Leyden

  • Sr. Product Manager - Kyle Albright

  • Customer Care Manager - Anita Cobb

  • Marketing Creative Director - Krista Maloney

Design Challenge

Users were familiar with coupons, but the rewards program required more education to build confidence and drive engagement. The challenge was to make the experience easier to understand, create a more visible education path, and reduce confusion around earning and redeeming rewards.

Hypothesis

  • If users understand the program before engaging, they will be more likely to trust the experience and continue into the Hub.

  • A more visible, scannable education path will reduce confusion around earning, tracking, and redeeming rewards.

  • Clearer guidance will support stronger account creation and click-through into the Hub.

Goal

Use learnings from the first iteration of the page to inform future acquisition tests and guide educational moments across the Hub.

Success Metrics

  • Increase education page engagement

  • Drive account creation

  • Improve uCTR (user click-through rates) into the Hub

Discovery & Research

We reviewed the existing experience, Customer Care feedback, and early page performance to understand where users needed more guidance. While coupons were familiar, rewards required clearer education around how to earn, track, and redeem through options like PayPal or Venmo.

The existing “How It Works” link was easy to miss, creating uncertainty for users who were interested but unsure what to expect. These insights shaped a more visible education experience designed to build confidence and guide users into the Hub.

Solution

I designed a custom “How It Works” landing page that broke the rewards journey into clearer steps. Built in Airtory, the page gave the team a flexible education experience for owned marketing traffic, acquisition testing, and ongoing product learnings.

You can check out the new page here.

Results

  • Impressions increased by 21.1K, a 2.2% lift

  • Account creation increased by 4%

  • uCTR improved from 6% to 32%

What This Enabled

  • Created a clearer education path for users new to the program

  • Helped explain earning, tracking, and redemption in one focused experience

  • Supported stronger account creation and click through into the Hub

  • Gave the team a flexible foundation for future acquisition tests and educational moments