Wallet Redesign
Product: Consumer mobile travel app
Outcome: Driving incremental bookings and reducing support costs
Context
The wallet was intended to be the central place for users to view rewards and promotions, but in practice it underperformed on both engagement and comprehension.
Research surfaced several issues:
Users were largely unaware they could earn credit card points, airline miles, and cash back simultaneously
The wallet UI was overwhelming and confusing, making it difficult to understand balances or distinguish between different sources of savings
Discount totals were shown as a combined sum, which users found misleading
The wallet lacked elements users expected, such as payment methods and rewards history
As a result, the wallet failed to inspire bookings and drove unnecessary customer service inquiries.
The Problem
How might we transform the wallet from a passive rewards container into a trusted, motivating surface that drives bookings, while reducing confusion and support volume?
Goals
Increase the bookings impact and ROI of the Carrot Cash Back (CCB) program
Improve unique conversion and purchase frequency
Reduce customer service contacts related to wallet confusion
Approach & Key Decisions
We redesigned the wallet experience end-to-end, anchored on three key decisions:
Prioritize clarity over aggregation: Broke out different discount sources instead of combining them, helping users clearly understand what savings they had and where they came from.
Reframe rewards as real money: Positioned Carrot Cash as a form of payment, visually treating it like a virtual credit card to reinforce its monetary value and usability.
Expand the wallet into a complete financial hub: Added the information users expected to see in a wallet to build trust, transparency, and long-term engagement.
Solution
Redesigned the home screen wallet entry point
Split discount sources and displayed counts instead of misleading totals
Added a rotating border to signal new rewards activity
Introduced a one-time takeover highlighting triple earnings (credit card points, miles, and Carrot Cash)
Clarified and elevated Carrot Cash
Visually represented Carrot Cash as a virtual credit card
Separated coupons into distinct carousels to reduce cognitive load
Expanded wallet functionality
Added a rewards history to track earnings and spend
Included payment methods to align with user expectations of a wallet
Results
The redesigned wallet became a clearer, more trusted surface that:
Increased bookings driven by the cash back program 2x
Grew wallet engagement 2x
Reduced customer support outreach by 2%
