CASE STUDY
Bilt Partnership Integration
SUMMARYA new partnership with Bilt introduced complexities due to MVP scope. Members earned Cash Back on Rakuten but were paid in Bilt Points. Plus, ambiguity about the rewards conversion rate and program eligibility undermined trust and risked acquisition.
Impact
58K enrollments in 2 weeks (150× faster than prior partnership benchmark)
+18% CVR
$6.1M GMV
+$53 AOV
The Problem
Rakuten launched a high-priority partnership with Bilt to acquire new members within an engaged set of rewards users, but MVP constraints made it challenging to design a seamless experience:
Members earned Cash Back on Rakuten, but were paid in Bilt Points
The conversion rate couldn’t be displayed due to partner constraints
Bilt was only available to some users who linked their accounts on Bilt properties
Without clear, consistent copy, Rakuten could create friction and lack of trust in a key growth audience, as well as an uptick in Member Services tickets.
This was an unprecedented new partnership for Rakuten and Bilt. There was no existing 1-to-1 model to reference.
My Role
I led content design strategy for the Bilt partnership, defining how rewards were communicated across Rakuten and Bilt entities. I drove alignment between product, legal, and external stakeholders to define a content framework for the end-to-end Bilt experience within Rakuten’s existing payment messaging system.
Key Decisions
How to message rewards across two earning models (Cash Back and Bilt Points) within Rakuten’s existing payment messaging system.
DECISION #1
Directions explored:
I iterated through 8+ approaches to create the system for Bilt. It needed to:
Fit within Rakuten’s existing payment messaging framework
Resolve the disconnect between Cash Back and Bilt Points
Accurately communicate the how the new Bilt payment method would work
During stakeholder reviews, I presented Bilt copy proposals side-by-side with relevant existing messaging cards to ensure consistency, drive alignment and explain my decisions.
❌ Direction 1 created disconnect between the balance card and messaging card.
❌ Direction 2 wasn’t contextual or rewarding enough for a Bilt-branded experience.
✅ I aligned the team around the simplicity and clarity of direction 3.
Final decision:
Direction 3: Cash Back will be sent as Bilt Points
Why?
This struck the right balance between:
Accuracy (reflects both Rakuten and Bilt earning models)
Clarity (concise yet easily understandable by this audience)
Scalability (works across all Rakuten payment states and surfaces)
DECISION #2
How to integrate Bilt within Rakuten’s current payment method selection screen.
Directions explored:
Direction 1: You’re getting paid via Bilt Points
Visual consistency with Membership Rewards® Points
What Bilt members want
Not accurate to the partnership payment mechanics
Direction 2: You’re getting paid via Bilt
Avoids inherent disconnect in payment mechanics
Received questions about consistency from stakeholders between Bilt and Membership Rewards® Points
Once explained, stakeholders were satisfied
Final decision:
Direction 2: You’re getting paid via Bilt
Why?
Bilt Points are not visible within Rakuten. Rather, Cash Back is sent to the member’s Bilt account, and converted to Bilt Points on Bilt’s side, according to their conversion rate. I needed to balance legal feedback around accuracy of the rewards currency sent vs. received, and which end is converting it.
I recognized the need to not reveal the full backend and aligned the team on this direction, which reduced cognitive load and aligned with the framing in the payment messaging cards in the simplest way possible.
DECISION #3
How to strategically answer “What is the conversion rate from Cash Back to Bilt Points?”
Directions explored:
At first, stakeholders wanted to keep conversion rate a black box for simplicity. I aligned Rakuten’s product, marketing and legal teams to display a sufficient answer to this key member question. I connected with Member Services and referenced rewards Subreddits to convince the core team to display the rate on Bilt’s properties, and direct members there.
Final decision:
A clear, educational moment in Rakuten Help Center’s Bilt FAQ article:
What is the conversion rate from Cash Back to Bilt Points?
On Rakuten, you’ll shop and earn in Cash Back but you’ll get paid in Bilt Points. Your confirmed Cash Back will be sent as Bilt Points based on Bilt’s conversion rate. You can find the conversion rate in your Bilt account, or contact Bilt support for assistance. In the Bilt app, tap the profile icon in the top right corner to chat with support using iMessage or WhatsApp. Alternatively, you can click the chat icon on the Bilt website. Bilt has live support available 24/7.
Why?
While we knew it was an important member question, we didn’t want to draw unnecessary attention to it. An FAQ article was a contextual place to put it and allowed space for a lengthier explanation and external links that wouldn’t disrupt a member’s shopping journey.
Solution
I developed a content system that balances simplicity and clarity and aligns with Rakuten’s existing payment messaging frameworks, to help build trust in a key growth audience.
Impact
Within the first 2 weeks of the partnership launch, we achieved:
58K enrollments (150× faster than prior partnership benchmark)
+18% first-time buyer conversion
$6.1M GMV
+$53 AOV
I also established a scalable messaging framework for new partnerships going forward, and documented all new guidelines and Bilt brand rules within Rakuten’s content guidelines for future reference.