ANZ Rewards
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Industry
Banking
Role
UX/UI Designer
Timeline
July - Dec 2024
Part One
Project Overview
Project Overview
Background
ANZ Rewards gives customers greater visibility and control over their rewards points directly within the ANZ App. Customers will be able to view their points balance at a glance, sign-on to the ANZ Rewards platform, and redeem their points for cash. .
Client
ANZ Bank
Role
UX/UI Designer
Platforms
iOS (iPhone & iPad)
Android
Key Responsibilities
High fidelity UI mockups
Prototyping
Supporting developers
Statement Design
Accessibility Design
Creating Animations
Project Overview
Problem Context
Many customers rely on their rewards points as part of managing their finances, yet the ANZ App currently does not display their rewards balance. Instead, customers must log in to a standalone ANZ Rewards platform not connected to their everyday banking, call the Ascenda call centre which is time-consuming, or wait for their monthly statement to see their balance. This creates friction and leaves customers disengaged with their rewards, while the lack of visibility also increases the risk of points expiring before they can be used.
Lack of In-App Visibility
Customers cannot view their rewards points balance directly within the ANZ App.
Inconvenient Access
Users must log in separately to the ANZ Rewards platform, creating extra steps and friction.
Low Engagement with Rewards
Falling Behind Competitors
Other banks already integrate rewards balances into their apps, leaving ANZ customers at a disadvantage.
Project Overview
Solution
To address these challenges, the ANZ App will integrate key rewards features directly into the mobile experience. Customers will be able to view their rewards points balance at a glance, with no need to log in separately. SSO into the ANZ Rewards platform will be implemented for full access, and the ability to redeem points for cash will be introduced directly in-app. Together, these improvements will create a more convenient, connected, and rewarding experience for ANZ customers.
Easy Access to Rewards Balance
Customers can quickly view their points directly in the ANZ App.
Seamless Navigation
SSO provides smooth access to the ANZ Rewards platform without repeated logins.
Flexible Redemption Options
In-app cash redemption makes it simple for customers to use their points in a meaningful way.
Increased Engagement
Integrating rewards into the app keeps customers more connected to their benefits, encouraging regular use.
Project Overview
Delivery
The delivery of ANZ Rewards in the app will be completed in three phases:
Phase 1
Live rewards points balance shown within the ANZ App.
Phase 2
SSO into the ANZ Rewards platform, giving access to the full suite of rewards services.
Phase 3
In-app redemption, allowing customers to convert their points into cash.
Part Two
Research & Validation
Research & Validation
User Stories
User stories were developed to guide the design of transaction notifications within the ANZ app.
Research & Validation
Iteration #1
A rough tappable mock-up of the ANZ Rewards feature was created for user testing. This prototype gave users the ability to interact with the proposed solution and experience the feature first-hand.
Research & Validation
User Testing
The first iteration of the ANZ Rewards feature was tested through user interviews. These sessions explored how easily customers could view their points balance and navigate into the rewards experience.
Study Type
Moderated usability interview
Location
Remote
Participants
8 people
4 ANZ app users & 4 non-ANZ users
Mix of ages, location and househould income
All active users of Credit Card reward programs
Duration
45 minutes per interview
Research & Validation
User Testing - Results
In user testing, participants were shown an sample email from Centrelink, and then asked to navigate their way through the prototype to provide the requested documents.
What worked well
Concept and overall process tested well, with participants confident in completing the flow.
Participants were pleased to see rewards points displayed prominently on the account page.
Displaying expiring points acted as a strong motivator, prompting users to tap into the rewards row.
What didn’t work well
Users struggled to locate the entry point for SSO into the Rewards platform.
The slider component was difficult to use, as participants couldn’t easily select a specific amount.
Some users felt there wasn’t enough detail on which account the redeemed cash would be deposited into.
Research & Validation
Iteration #2
Based on the results of user testing, the feature was iterated and refined to address usability issues, enable better understanding of the feature, and better align with customer needs.
Part Three
Final Product
Final Product
Navigate to Rewards Home
The Rewards tab under your account shows total and expiring points, and links to the Rewards page for more ways to use your points.
Final Product
Point to Cash Redemption
Redeem a custom amount of ANZ Rewards points to cash and nominate which account to deposit into, all within the app.
Final Product
Single Sign On (SSO)
Seamlessly single sign-on within the app to the ANZ Rewards platform, where customers can explore more ways to use their points.
Part Four
Results & Reflection
Results & Reflection
Results
ANZ Rewards gives customers the ability to view their points balance directly within the ANZ App and seamlessly access the full Rewards platform via SSO. Phase 1 and 2 of the feature were developed, while Phase 3 (cashback redemption) was paused due to a shift in business priorities.
Usage (as of 30 Jun 2025):
+57% YoY growth in redemption
Customers are actively using their points like never before.
+101% increase in new Rewards users
Many customers are discovering and joining the platform.
30x surge in login traffic (3,000%)
A massive uplift proving just how seamless access fuels engagement.
Results & Reflection
Key Learnings
Discoverability and Entry Points: Designing ANZ Rewards highlighted the importance of clear entry paths. Users initially struggled to find the SSO point, which taught me the importance of making primary actions prominent and intuitive, so customers can quickly access the full rewards experience.
Designing for Precision and Ease: Testing showed that the slider component for cash redemption was not precise enough, making it difficult for users to select specific amounts. I learnt the importance of choosing interaction patterns that balance speed with accuracy, ensuring users feel in control of their actions.
Context and Transparency: User testing reinforced the importance of providing customers with clear context throughout the experience. I learnt that when users are given the right information at the right time, it not only reduces uncertainty but also builds confidence and trust in the feature, making it easier for them to complete their tasks without hesitation.
Results & Reflection
Next Steps
The ANZ Rewards feature has been released in the app with Phase 1 and 2 delivered, while future enhancements are being considered to expand its capabilities.
Deliver In-App Points to Cash Redemption
The design for Phase 3 has been finalised, and the next step is to work closely with developers to ensure the cashback redemption feature is built and shipped correctly.
Add More In-App Redemption Features
Following Phase 3, the goal is to introduce additional redemption options directly within the ANZ App, giving customers more ways to use their points without leaving the app.