Discover Credit Card Rewards Mobile App Dashboard

Driving quarterly activation and share of wallet through new dashboard components — testing where, when, and how cardmembers act inside the app.

Role

Product Designer

Team

Mobile + Rewards (Growth)

Company

Discover

The problem

Discover's rotating 5% categories are a top reason people carry the card, but the business has two goals that usually get treated separately: more quarterly activations, and more overall spend on the card.

This dashboard redesign focused on both goals and tested new components and layouts aimed at increasing spend/share of wallet and activation for the quarter (these two goals heavily influence each other within the rewards funnel).

Proposed growth opportunities

1. "Where to earn 5%" — a component for quarters where the category is easily linked directly to merchant, connecting the category customers activated to a place to actually spend.

2. "Add Discover to your digital wallet" — a prompt to set Discover as a default in the mobile wallet, removing friction at the point of purchase to capture more everyday spend directly after activation of quarter.

3. Urgency + reward — a component that signals time is running out in the quarter and reminds cardmembers how much they have left to earn: $X of their $75 in 5% cash back, plus unlimited 1% on all other spending.

4. A second activation entry point — the app already surfaces next quarter's category in a left-to-right card carousel at the top, but it's easy to swipe past or miss. I tested adding a second activation card at the bottom of the flow as well, giving cardmembers a chance to activate the upcoming quarter after they'd scrolled through the spend-focused content above. The goal was to catch the intent that builds while browsing, without relying on the top carousel alone.

Results

Our testing benchmarks were quarterly activation, incremental spend (category), and shifted (overall) spend (share of wallet).

The digital wallet component produced a 3% increase in Apple Pay enrollment for tested groups.

The urgency component produced a 3% lift in category spend and 4% lift in overall spend in Q2 of 2024.

The additional quarterly activation card in the vertical flow resulted in a 7% activation lift in Q3 of 2024 as well as a 8% lift for overall spending.

The Insight

Relying on horizontal scroll alone was suppressing activation and cardmembers were sometimes missing the card that prompted them to activate. Adding an additional activation card into the vertical flow, where browsing intent had already built, produced the strongest lift of any component.

Other projects

Gesa Single Product Dashboard

Driving end-to-end design for a mobile app's single card dashboard experience to ship a solution that reduced mobile app related call center volume by ~15%.

Discover Card 5% Rewards

Designing the activation-to-spend journey for Discover's rotating 5% categories — lifting activation by up to 24.2%, driving a 7% average lift in category spend, and building cardmember loyalty along the way.

Discover Card testimonials component

Achieving a 6% conversion lift in credit card applications through a new, multi-card testimonials component + improving SEO ranking through increased user engagement.