01
Redesigning cashback
in Privat24
I redesigned cashback to make activation clear and connect the first reward to a D1-D30 return path.
- Year
- 2026
- Role
- Senior Product Designer
- Product
- Privat24 · Pryvit
- Scale
- 25M+ Privat24 users
- Timeline
- 14 weeks
- Status
- Validated prototype prepared for implementation
Context
Pryvit is the cashback programme in Privat24. The old interface led with partner campaigns. Cashback value, activation status, and progress were present but hard to scan.
I focused on making the value clear, making activation obvious, and showing what happens after the first reward.
Team
Senior Product Designer, Product Owner, Product Analyst, UX Researcher, iOS and Android engineering leads, with input from loyalty and partner-marketing stakeholders.
Contribution
I led product design from research synthesis and problem framing through interaction design and prototype validation.
Product research and synthesisProblem framingInformation architectureInteraction designLoyalty mechanicsVisual directionValidation
Why customers missed the value
Partner campaigns and branded characters dominated the interface. Cashback had less visual weight, activation sat behind a “+”, and progress after activation was unclear.
Campaign-first homePartner promotions defined the home screen.
Character-first hierarchyBranded imagery competed with the cashback value.
Unclear activationThe main action depended on an unexplained control.
Research
I reviewed data about 1.2 million Pryvit sessions over eight weeks, 420 support requests, and eight in-depth interviews. Customers missed the value, misunderstood activation, and rarely returned.
- 01
Only 24% of offer-detail views led to activation. In benchmark testing, two of six participants understood that “+” meant activation without help.
- 02
62% of activated offers did not lead to cashback being earned. Activation alone did not mean customers understood the benefit, conditions, or next step.
- 03
Branded characters drew attention away from cashback. Interview participants described Pryvit as bank advertising, not a personal financial benefit.
- 04
Only 17% of customers who activated an offer returned within 30 days. Progress was hard to see, and recommendations were generic.
The value loop was unclear
Pryvit had enough offers. The problem was the path from finding one to earning a reward.
The interface led with partner campaigns. Customers first needed to see the benefit, the next action, and a reason to return.
Product question
How might Pryvit turn occasional offer browsing into a clear loop of activation, reward and return?
Design principles
02
Make activation explicit.
03
Connect the first reward to a D1-D30 return path.
Using the brand without hiding the value
I kept the hand from the Pryvit logo as a flexible category marker.
It can hold a joystick, coffee, or flowers, preserving recognition without competing with cashback or the next action.
System ruleHands support discovery. Brand characters visualise progression.
Putting earned cashback first
I reordered the home screen around cashback already earned, the route to withdrawal and the status of active offers.
Partner offers remain easy to find, but the screen now opens with the customer’s balance and active offers.
Success signalOffer engagement, withdrawal completion and return visits.
Each card answers three questions in the order customers need them:
- What is this?
- How much will I receive?
- What should I do next?
Benefit firstThe cashback percentage has the strongest visual weight.
Explicit action“Activate” replaces the “+”. Conditions remain available in a secondary layer.
This targets the detail-to-activation drop-off without hiding the terms.
Making activation explicit
Primary measureOffer activation rate.
Building a D1-D30 return path
I tied each level to the next behaviour in a D1-D30 path: activate an offer; earn and withdraw the first cashback; repeat in later weeks; complete a second withdrawal; return after 30 days.
Characters appear only as earned identities. Their evolution makes progress visible, and “Cashback King” marks completion of the cycle.
Success signal30-day return rate and progression completion.
Understand the value and activate a relevant offer.
Earn and withdraw the first cashback.
Earn cashback across different weeks and complete a second withdrawal.
Return after 30 days and unlock the highest-tier reward.
Collecting preferences before recommending offers
Pryvit showed generic offers before it knew what mattered to each customer.
The new flow collects a few preference signals without a long setup and keeps them easy to change.
Success signalEngagement and activation from personalised recommendations.
Trade-offs
Clarity
Completeness
Cashback value, offer state, and the main action stay above the fold. Detailed conditions sit one level deeper.
User benefit
Partner visibility
Partner brands remain visible, but reward value comes first so customers can compare offers before acting.
New visual language
Brand recognition
I kept the Pryvit hand in discovery and moved the characters into progression, where they mark earned status.
Engagement
Trust
Progress accumulates through completed cashback actions. I avoided expiring streaks and artificial urgency in a financial product.
Usability validation
Six participants completed four core tasks using the redesigned interactive prototype.
6 of 6 activated the intended offer without assistance.
5 of 6 identified the cashback value and key conditions within ten seconds.
5 of 6 correctly explained how progress unlocked the next loyalty level.
All participants distinguished active offers from offers that still required activation.
Participants understood the hierarchy and interaction model without additional explanation. I then prepared the prototype for implementation.
Success criteria
The prototype was validated, but post-launch results are not available. These are release targets, not outcomes.
Primary metric
Offer activation rate
Tests whether clearer value and an explicit action reduce the drop-off from offer details to activation.
Value-realisation metric
Activated-offer usage
Checks whether activation leads to earned cashback.
Main retention metric
30-day return rate
Measures whether progress, rewards, and relevant offers bring customers back.
Relevance metric
Personalised-offer activation
Checks whether a few preference signals improve activation of recommended offers.
Trust guardrails
NPS
Checks that higher engagement does not reduce comprehension or trust.