RewardOps Reward Store

RewardOps is a Toronto-based B2B SaaS startup building software for rewards-based platforms. This project was a white-label ecommerce template: a reward store that RewardOps' clients could deploy for their own members to browse and redeem points for merchandise.

As RewardOps' design intern and sole designer, I owned the entire end-to-end design process, from research and ideation through high-fidelity design and prototyping.

• Owned the full design process: research, ideation, high-fidelity design, and prototyping
• Worked closely with the CEO and other stakeholders to align on requirements
• Interviewed the account manager to understand the user experience and its gaps
• Produced wireframes and high-fidelity mockups in Sketch, and prototypes in Principle
• Worked with engineers to resolve technical constraints and answer dev questions

1. Goal 1

   Clearly convey the site's purpose from the landing page: an online store where reward-program members redeem points for merchandise.

2. Goal 2

   Create an intuitive, smooth experience from landing all the way through checkout.

To ground the redesign in real user needs, I interviewed RewardOps' account manager, who worked closely with end users and understood their pain points well. From those conversations I built two personas to represent the people actually redeeming their points.

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I studied established ecommerce experiences like Best Buy, Amazon, Sephora, and Aritzia, collecting screenshots of strong UX into an inspiration board. A few patterns showed up again and again: a hero carousel, product recommendations, and dedicated subcategory pages.

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Using what I'd learned, I mapped a sitemap to define the store's structure and the flow from landing all the way to checkout.

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Sketching let me explore layout options quickly. The main challenge was keeping the layout responsive across devices, and balancing that against stakeholder requirements, like reserving ad real estate on the landing page.

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The final storefront leads with a clear hero and surfaces categories, recommendations, and products directly on the page, so members immediately understand they can browse and redeem.

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A walkthrough of the responsive mobile experience, from browsing categories to redeeming points at checkout.

The redesign shipped as RewardOps' standard reward-store template, a flexible white-label storefront that clients could roll out for their own reward programs.