Client
Product Management
Development
Objective
To improve discoverability and engagement on the Earn and Rewards pages by redesigning the Category Filter. The goal was to make it easier for members to find ways to earn and redeem Virgin Points, supporting the “Make Value Easy to Find” engagement pillar.
Role
Investigated existing design issues using data, Hotjar analytics, and previous research to inform design solution.
Accessibility champion - designed and tested new filter functionality with a focus on usability and accessibility.
Delivered the refreshed Category Filter across web and mobile-friendly experiences.
Outcome
Increased discoverability and boosted first-earn conversion by redesigning filters. Filter interaction rose from 9.3% to 44.8%, directly improving customer engagement.
Delivered improvements including streamlined filtering, “sort by latest” option, WCAG 2.2 AA accessibility compliance, and enhanced tracking for insights.