Bitso Card Benefits

Cryptoback was the most important feature of our card marketing strategy (along with the cashback activation offer), with around 8M users expecting it. Customer Support tickets and NPS comments confirmed the pattern: "Benefits disappearing after the regulatory change was a perfect attractor for detractors and promoter scores."

The card team had around four members from each discipline. The expectation was an easy-to-redeem benefits experience capable of driving NPS and crypto loyalty.

The team the had around 4 card team members from each discipline, waiting that is and easy to redeem benefits to each of NPS and crypto loyalty. As the Product Designer leading the effort, I worked end-to-end — from research synthesis and concept framing through to final handoff and QA.

I partnered closely with PM, Data Science, Content Design, Engineering, Marketing and Legal to ship the feature while navigating a highly constrained regulatory environment.

We adopted a continuous discovery approach: a Card Benefits Survey, two rounds of in-depth interviews, a card overview, a satisfaction survey, a Kano Model questionnaire, and a competitive analysis to cover our user panel.

From there, I framed the features in three progressive phases of commitment, starting with something users could immediately engage with and progressively linking it to crypto literacy.

In parallel, I worked on an "Exclusive deals" concept — a benefit code experience — to move the product experience closer to real-world reward programs users already understood.

I collaborated with Content Design on copy strategy to ensure we used positive-forward language that avoided triggering regulatory concerns while still creating genuine excitement around the benefits.

We validated the flows through internal critiques and a round of concept testing with the same user panel from our interviews, iterating the redemption step before rollout.

During the rollout, the card reached the highest NPS in its history: NPS improved among cardholders by 70+ ppts. Wallet transactions +50%, MAUs and D3 increased by +30%. This wouldn't have happened without making the case for design-friendly legal review. Being willing to be technically intensive and creative was what made the project possible.

The team fully led this. All the work done and the NPS growth between Q2 2023 and Q4 was directly related to the team's effort. The feature don't fully tell the story — it's the research that made new initiatives faster and more confident.

The biggest learnings:

Risk partnerships are actually achievable. The key insight was establishing a "creative" partnership with the legal team to find compliant crypto rewards — treating legal as a design constraint rather than a blocker.

Continuous research compounded. The body of work accumulated from ongoing user research across the project made new initiatives faster and more confident going into the next phase.