(works)

Western Union

Loyalty experience design — desktop & mobile

Role

Junior UX Designer

Timeline

2021 – 2022

Platform

Web & Mobile

Tools

Figma

Western Union is a global leader in cross‑border money movement and payment services, connecting individuals and businesses across more than 200 countries and territories. Its loyalty program rewards customers for their transactions, allowing them to earn points and redeem them for meaningful benefits that enhance long‑term engagement.

(project)

WU Loyalty

As part of the design team, I contributed to the desktop and mobile versions of the Western Union Loyalty experience, enabling users to view the points earned from their transactions and redeem them for rewards. Our focus was on creating an intuitive, transparent, and motivating interface that helped users understand their status and take action with minimal friction.

Western Union – Desktop Western Union – My WU Home Western Union – VIP Member Western Union – Mobile

Roles

UX Designer, UX Researcher

Responsibilities

At Western Union, I was part of the design team responsible for conducting usability testing and gathering user feedback to guide key design decisions. I helped develop personas, wireframes, interactive prototypes, and high‑fidelity designs in Figma for both the web and mobile rewards program applications.

(research)

Competitive Analysis

Following extensive research into different financial institutions, I pinpointed three commonly used ones: Remitly, RIA, and MoneyGram. I delved into the rewards they offer their users and leveraged these findings to develop our own reward system for our users.

  • Primarily offers promotional discounts for new users
  • Referral programs providing credits or fee reductions
  • Limited long-term, points-based loyalty structure
  • Rewards emphasise acquisition rather than retention
  • Focus on occasional promotions & fee discounts
  • Regional campaigns offering cashback or reduced fees
  • Minimal gamification or tiered loyalty engagement
  • Incentives are transaction-driven and campaign-based
  • Provides discounts and promotional offers
  • Referral incentives in select markets
  • Loyalty benefits vary by region
  • Less emphasis on visible progress tracking or gamified rewards

(impact)

Impact

Grounded in user research and persona insights, our team introduced design improvements that strengthened clarity, transparency, and accessibility across the rewards experience. The updated flow increased engagement and made earning and redemption far easier to understand. Frequent users now recognize and maximize their benefits, while occasional users experience less confusion and more confidence navigating the program — ultimately driving higher satisfaction and reinforcing long‑term loyalty.

(contact me)

let's work together

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