The Challenge - Improving the Klarna Rewards Club Experience
When I joined the Klarna Rewards Club project, the existing product had significant usability
issues—users struggled to understand their points, navigate rewards, and engage with the program.
The interface lacked clarity, and engagement was low. My goal was to create a transparent, fun,
and scalable rewards experience that kept users engaged within the Klarna ecosystem.
Understanding the problem
The Solution – A More Intuitive and Rewarding Experience
Through user research, wireframing, and iterative testing, I redesigned the Rewards Club with
clearer point tracking, a structured rewards system, and engaging Missions that incentivized user
actions. The experience was built around simplicity, exploration, and a stronger sense of progress.
Key Features:
Points Overview & History: Users instantly see their balance and past transactions.
Missions: Fun challenges that encourage users to interact with Klarna.
Reward Exploration: A seamless way to discover and redeem exclusive discounts.
Evolution of the Reward club
The Impact – Driving Engagement & Loyalty
User testing showed immediate improvements in navigation and engagement:
- Users clearly understood how to track and redeem points.
- Missions became a major driver of engagement, boosting incentivized actions by 4x.
- Klarna teams leveraged the platform to drive feature adoption, making it a key business tool.
While the redesign improved usability, I also identified further opportunities, such as making
special offers feel more exclusive and enhancing reward discovery. Continuous iteration ensures Klarna
Rewards Club remains engaging and valuable.
Missions
Missions are small tasks that users can perform to earn points. They allow users to explore a set of
features, discover, explore and create habits that will make them stick longer in the app. And at the
same time allow teams at Klarna to have a better visibility for their features. I took the lead role
and ensured a consistent experience across the different missions, working tightly with stakeholders
of the concerned teams, aligning on the vision and requirements of my team. We aim at making it easy
for any team to award points for any use case in an autonomous and easy way. We ensure that consumers
get relevant point incentives across the entire Klarna ecosystem in a visually consistent way, which
generates measurable value for Klarna.
Missions have had a very significant impact on all incentivised actions,
sometimes increasing by almost 4 times the team's KPIs.
Becoming more and more attractive to various teams within Klarna and interested to
increase their own KPI, many teams reached out to have their features displayed as missions.
