Nui Rewards
In an increasingly cashless world, Nui is an app designed to empower users to know what’s the best credit card to use for any transaction. It also helps users quickly pay through the app itself, understand their savings and whether they are offsetting the annual fee of the card, and see nearby available credit card offers.
Recognition
American Web Design Award 2021, GDUSA
Merit Award, Australian Graphic Design Awards
Special Mention, UX Design Awards (IDZ Berlin)
Best of Best in User Experience Design / UI & UX Design, Creative Communication Award 2021 (C2A)
Project chosen as exemplary work to be showcased on the Parsons Student Work website.
Project timeline
15 weeks
Scope
Ideation and concepting
Competitive research
User interviews and testing
Prototyping
UX/UI design
Naming
Visual identity
Design system
Solo project
Challenge
As cashless shopping becomes the norm, how can we help users get more bang for their buck when it comes to credit card rewards?
Process
1. Desk research and initial user interviews
After immersing myself in the world of credit cards and through competitive research, I discovered that there is a huge depth and breadth in credit card benefits available, and there are numerous blogs, articles and videos that try and demystify these.
“A good rewards credit card will mesh with your everyday spending habits—not force you to change them or to overspend just for the sake of rewards.”
INVESTOPEDIA
I found this quote early on in the research process, and it stuck with me throughout the iterations of this app. I wanted to create an app that would encourage and empower users, not force them to change their habits.
To create an app that could really help people, I first wanted to understand why and how they used credit cards.
I also wanted to learn about their pain points and aspirations behind using credit cards, and conducted preliminary interviews with as wide an audience as I could—this ranged from people with 2 credit cards, to people with 12+!
Sample of interview responses regarding the challenges of using credit cards.
2. Discovery of insights
Through affinity mapping, I discovered insights to be converted into actionable design tasks and “how can we” statements.
3. Discovery of target user
Also through affinity mapping, I discovered three main types of users:
Beginner users
Passive with maximizing rewards and offers. Curious and eager to learn more.
Standard users
Want a balance of simplicity and rewards, and would love to maximize value in an uncomplicated way.
Power users
Have pride in keeping track of, and optimizing rewards and offers without the use of web/mobile apps.
I decided to target my concept at standard users, as I wanted to democratize the use of credit card rewards by equipping these users to know and use the rewards that they have.
I also wanted to create an app that would be valuable to the user by lessening their cognitive load when it came to optimizing their credit card rewards.
4. Divergent concepts
I conducted interviews presenting four low-fi divergent concepts. The concept that most users found valuable was “optimal card/pay with app”.
5. Iteration
The iterative process and rounds of user testing resulted in identifying key features that users really wanted in the app.
Instead of creating a product that could “do it all”, I focused on creating a streamlined experience that would be easy-to-use and helpful for my target user.
Major takeaways from user testing:
How can the app satisfy the user that it is safe and secure to use?
Users wanted to see a more nuanced level of information about the offers.
Preference was for a less text-heavy interface that was easy to understand.
Users wanted more clarity around some of the copy.
From concept to mid-fi prototype
From concept to mid-fi prototype
Solution
In an increasingly cashless world, Nui Rewards is an app designed to empower users to know what’s the best credit card to use (from the ones they already own) for any transaction, and learn whether they are offsetting the annual fee of the card with savings made on the card.
Users can then pay for the transaction using the app’s Apple Pay integration, reducing extra touch points (especially during a pandemic), and eliminating the need to remember to carry multiple credit cards. Users can also understand their credit card spending trends, and be notified of nearby available card offers while they are out and about.
Lock screen — for added protection and privacy
Confirmation screen — provides status update and information on the spend
User flow — figuring out the best card to pay with, and paying with the app’s integration with Apple Pay
Nearby Offers — lets the user look at nearby offers and activate them if required
Savings Summary — allows the user to check whether they have offset the card fee
Nui Rewards — app run-through
Reflections
Identifying myself as a beginner user when it comes to credit cards, I learnt a lot about the nuances of credit card rewards, and gained a lot of insights from user interviews and testing.
In the future versions of the app, I would like to think about making it easier for the user to get even more benefits — features surrounding sign up bonuses, APR, revolving categories… are just some of the things I could add.
This type of project really excites me, as I get to step out of the boundaries of what I know, learn from the project, and hopefully contribute back in a meaningful way.