Building a Scalable Loyalty Programme
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.
project role
Product Designer
Status
Live
Year
2025
Problem
SwissBorg's loyalty experience was split across two separate programmes, making it difficult for users to understand how to progress and limiting long-term engagement.
The existing model was also becoming harder to scale, as rewards weren't always aligned with sustainable business growth.
Process
I partnered with the product, finance, engineering, and data team to understand user behaviour, analyse existing performance, and gather community feedback.
Together, we redefined the loyalty strategy and designed a unified Loyalty Rank system with clearer progression, flexible BORG locking, and activity-based rewards that encouraged long-term participation.
Outcome and impact
The new Loyalty Rank programme created a clearer progression system for users and a more scalable foundation for the business. It made a big impact for the business. Within its first year, it reached 376.9M BORG locked, 223K+ BORG holders, and was projected to generate $15M+ in annual BORG buy pressure, demonstrating stronger long-term engagement across the ecosystem.
reflection
The biggest challenge wasn't designing a new loyalty interface, it was bringing together different priorities across Product, Finance, Engineering, and Data.
We needed to simplify two existing programmes into one while balancing user expectations with long-term business sustainability. This project reinforced that great product design starts with strategy: when the incentives are aligned with both user behaviour and business goals, the interface becomes much easier to design.
Building a Scalable Loyalty Programme
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.
project role
Product Designer
Status
Live
Year
2025
Problem
SwissBorg's loyalty experience was split across two separate programmes, making it difficult for users to understand how to progress and limiting long-term engagement.
The existing model was also becoming harder to scale, as rewards weren't always aligned with sustainable business growth.
Process
I partnered with the product, finance, engineering, and data team to understand user behaviour, analyse existing performance, and gather community feedback.
Together, we redefined the loyalty strategy and designed a unified Loyalty Rank system with clearer progression, flexible BORG locking, and activity-based rewards that encouraged long-term participation.
Outcome and impact
The new Loyalty Rank programme created a clearer progression system for users and a more scalable foundation for the business. It made a big impact for the business. Within its first year, it reached 376.9M BORG locked, 223K+ BORG holders, and was projected to generate $15M+ in annual BORG buy pressure, demonstrating stronger long-term engagement across the ecosystem.
reflection
The biggest challenge wasn't designing a new loyalty interface, it was bringing together different priorities across Product, Finance, Engineering, and Data.
We needed to simplify two existing programmes into one while balancing user expectations with long-term business sustainability. This project reinforced that great product design starts with strategy: when the incentives are aligned with both user behaviour and business goals, the interface becomes much easier to design.