CASE STUDY

Gift Card Redemption

SUMMARY

Rakuten needed to move members from check payouts (the most expensive method) to a lower-cost alternative. I led content design from zero-to-one, using a one-day design sprint to align 15 cross-functional partners and lead the experience from concept to launch.

Impact

  • $143K in cost savings YTD (August 2026), more than doubling savings in 2025 (+102% YoY).

  • $92M in GMV since 2024

  • $3.1M in commission from merchants

  • After paying out  $1.6M Cash Back  to members, net gross profit is ~$1.5M

The Problem

The most popular payout method on Rakuten is physical check (58% of members). This is also the most expensive method at $1.04 per check. Rakuten sends ~6.5M checks per year, totaling around $6.M cost to the business. Rakuten needed a cheaper, more desirable payment method to offer members. Leadership had already identified gift card redemption as a new feature, but technical dependencies and MVP scope misalignment were preventing the team from hitting the ground running. We needed to create a gift card redemption feature that was compelling enough to convince members to switch from check.

My Role

I was the Content Design lead from inception through launch, driving content strategy and execution across the full redemption journey. I also planned and facilitated a 1-day design sprint with 15 cross-functional partners to accelerate alignment.

My Process

Facilitate a one-day design sprint.

1

When you need a prototype, launch plan and cross-functional alignment in one day, “sprint” gets an entirely new meaning.

I condesned the traditional 3-day design sprint into a single-day by selecting the most impactful exercises for our goals.

10:30–12:30 Ask the experts

12:30–1:15 Lunch

1:15–2:15pm Define the Opportunities

2:15–3:45pm Sketch + Pitch

4–4:45pm Breakout Rooms: Prototype Report Card (Product) | Dependencies Exercise (Eng) | Prototype Winning Idea (Design)

4:45–5pm Lightning shareouts

5–5:30 Wrap-up and next steps

At the end of the day we had alignment on the MVP requirements, a prototype of MVP flow, a test plan for launch and a list of dependencies across teams required to unlock this feature.

Amplify speed as the core value prop.

3

Existing survey data and the usability test were clear—members wanted to get paid faster than the automatic quarterly payouts Rakuten offered. Gift card redemption was a prime opportunity to provide more control to our members and increase desirability of this new method. I explored areas in the expereince where we could amplify messaging around getting your Cash Back faster.

Run usability testing on MVP prototype for quick insights

2

We conducted a user test to understand if our MVP flow matches mental models and aligns member expectations. We wanted to understand how members will perceive redeeming Cash Back on gift cards as a payout method and identify any pain points in the flow.

Key takeaways from usability test:

  1. Overall usability was strong and matches mental models.

  2. Members want to get paid faster—leverage opportunity to amplify speed of payout as the core value prop.

  3. Help members maximize their earnings by showing stores with highest rates.

Optimize content hierarchy and reduce redundancy.

4

During the review process, we noticed redundancy between two screens. I collaborated with design to merge the two and created a clearer information hierarchy.

Build out messaging variants for entrypoints and user states.

I’m never designing a single happy path. Gift card redemption had three user states that needed unique messaging for clarity:

  1. Eligible to redeem a gift card ($5-$500 Cash Back balance)

  2. Ineligible to redeem (Cash Back balance below $5)

  3. Ineligible to redeem (Cash Back balance above $500)

I unified the messaging on the Account entrypoint for eligible and ineligible members, creating a system where the headline is the same and the body and CTA updates for a more streamlined experience.

On the gift card catalogue feed, I created contextual messaging if an ineligible member tapped on a gift card, letting them know why they can’t redeem and what to do next.

5

Solution

We turned insights from the sprint and user testing into a smooth redemption flow that emphasizes the value of gift cards at every step. The final experience delivers a clear path to choosing a gift card, reviewing the details and confirming redemption, all guided by clear and human-centered content.

Impact

Since launch in 2024, the gift card program grown rapidly and delivered cost savings.

  • $143K in cost savings YTD (August 2026), more than doubling savings in 2025 (+102% YoY).

  • $92M in GMV since 2024

  • $3.1M in commission from merchants

  • After paying out  $1.6M Cash Back  to members, net gross profit is ~$1.5M

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