Digital Wallet - User Experience Improvement & Roadmap

A global technology leader engaged our team to reimagine loyalty program integration within their digital wallet platform for the Indian market. Following successful implementations in the United States and Japan, this initiative aimed to address the fragmented loyalty ecosystem while enhancing customer engagement across India's diverse retail landscape.

Project Brief

The client sought to develop an integrated loyalty solution within their digital wallet platform. Key objectives included improvement in reward tracking, program enrollment, and redemption experience. The project targeted urban Indian consumers who actively participate in multiple loyalty programs but struggle with fragmented experiences.

Our Approach

We implemented a comprehensive three-phase research methodology combining qualitative insights with iterative design validation. The process included:

  • In-depth interviews with selected participants across Delhi and Bengaluru

  • Journey mapping workshops with cross-functional team members

  • Prototype testing of early-stage design concepts with active loyalty program users

  • Analysis of 200+ user touchpoints across the loyalty program lifecycle This systematic approach enabled us to identify critical pain points and opportunity spaces within the current loyalty ecosystem.

Internal Workshops

Our team conducted four collaborative workshops involving stakeholders from product, design, and strategy teams. These sessions utilized journey mapping techniques and opportunity prioritization frameworks to synthesize research findings. Interactive exercises helped identify key integration points between loyalty programs and wallet functionality, resulting in a prioritized feature roadmap.

Our recommendations directly influenced the product roadmap, resulting in:

  • Development of an integrated loyalty dashboard

  • Implementation of automated point tracking

  • Creation of a unified redemption interface

These features positioned the client to capture a significant share of India's growing digital payments market while delivering meaningful value to loyalty program participants.

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Mapping GenAI's Future in India's Digital Landscape