I redesigned SwissBorg's fragmented loyalty experience into a unified Loyalty Rank system creating clearer progression and more sustainable rewards. In its first year, the programme reached 376.9M BORG locked, 223K+ BORG holders, and a projected $15M+ annual BORG buy pressure.

Many new users completed onboarding but never made their first deposit or exchange, I redesigned the activation experience through data-driven experiments that guided users towards the next best action. This resulted in an 8.9% increase in first deposits and an 11.8% increase in first exchanges.

I redesigned the referral reward journey by introducing interactive reward experiences to make successful referrals more engaging while creating a scalable end-to-end flow. The new experience transformed reward claiming into a memorable moment and established a reusable framework for future referral campaigns.

SwissBorg's website is the primary entry point for acquiring new users, and I lead the design to continuously optimise the acquisition funnel through experimentation and conversion-focused design. The website grew to 170K monthly visitors and achieved conversion rates of up to 15%.