Transforming a rewards catalogue into an e-commerce shopping experience

02 — Challenge + Goals

A rewards platform that didn’t feel like ATB

The existing ATB Rewards experience was based on a standardized rewards-platform structure with limited customization and a relatively flat product catalogue. The redesign aimed to create an experience that felt more connected to ATB while introducing familiar e-commerce patterns for easier product discovery and redemption.

How might we transform a traditional rewards portal into an ATB-branded shopping experience that makes discovering and redeeming rewards easier?

03 — Audience + Product Strategy

One platform, different redemption needs

Customer and card information provided for the project highlighted two primary rewards contexts.

One platform, different redemption needs.

The core shopping framework remained consistent while available rewards could reflect the customer’s account/card context after login.

Customer segments, card types, geographic market and audience information were provided as project inputs. They were not derived from primary demographic research conducted by me.

04 — Information Architecture + Product Discovery

From a flat catalogue to structured discovery

Product listing & filters

In a rewards experience, customers may shop around the points available to them rather than a traditional dollar budget.

05 — Best Buy + End-to-End Shopping

From a broader catalogue to a complete purchase

Adding Best Buy introduced a much broader product catalogue, requiring a structure that could scale while remaining connected to ATB Rewards.

1. Discover
2. Filter
3. Product
4. Redeem
5. Checkout
6. Confirmation

Best Buy categories

Partner branding could be incorporated while maintaining familiar ATB Rewards navigation and checkout patterns.

Product detail & redemption

Checkout & order summary

My design contribution was translating the available redemption options into a clear digital experience; the underlying points/cash model was already defined. Confirmation completes the flow; a matching screen is not available in the supplied files.

06 — Collaboration + Launch

From cross-functional review to production

The experience was reviewed iteratively with ATB stakeholders, the Helix team and developers to validate business requirements, brand alignment and technical feasibility.

1. Design
2. Review
3. Refine
4. Handoff
5. Launch

Direct customer usability testing was not part of my project scope.

The redesigned ATB Rewards experience moved from UX exploration through stakeholder review, development and production.

Post-launch performance metrics were not available to me. Reaching production is the documented outcome.

07 — Reflection

What I learned

This project strengthened my understanding of designing commerce experiences within an existing platform, where customer needs, business requirements, partner integrations and technical constraints all need to work together.