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 – Driving Engagement & Feature Adoption
Missions are small tasks that users can complete to earn points, encouraging them to explore
Klarna’s features, develop habits, and stay engaged with the app. At the same time, Missions
provide Klarna teams with a powerful way to increase feature visibility and drive user
interaction.
I ensured a consistent experience across all Missions, collaborating
closely with stakeholders to align on vision, requirements, and user experience. Our goal was
to make it easy for any team to autonomously award points for specific actions while maintaining
a visually cohesive and engaging user journey.
Impact
- Missions significantly increased incentivized actions—some KPIs improved by 4x.
- Klarna teams adopted Missions as a key tool for feature discovery and engagement.
- Users found Missions clear, rewarding, and motivating, reinforcing long-term app usage.
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.
Turning Design into Real Business Impact
The redesigned Klarna Rewards Club not only improved the user experience—it delivered measurable
results at scale. With millions of users engaging across key markets, the program significantly
boosted shopping frequency and feature adoption. Members became more loyal, more active, and more
valuable to Klarna.
By aligning design, product strategy, and stakeholder collaboration, we transformed Rewards Club
into a powerful growth and retention tool that continues to generate impact across the business.
