Reimagining Rewards at the point of sale
GoodRx Rewards is a program designed to help users save more by earning points when they fill prescriptions. While users have the option to redeem these points for a deeper discount on future prescriptions, the vast majority, over 95%, redeem for gift cards instead.
This imbalance revealed both a design and strategic opportunity to keep users within the GoodRx ecosystem. Our goal was to redesign the POS redemption experience to be more accessible, intuitive, and scalable.
Uncovering gaps and opportunities
To identify key pain points, I conducted a UX audit of the existing POS redemption flow along with a competitive assessment of other rewards programs.
Based on this analysis, I proposed a revised information architecture and surfaced three core design recommendations. These insights helped shape the foundation of our redesign strategy.
01
Increase visibility
Surface the POS redemption entry point earlier in the user journey (e.g., coupon flow) instead of burying it in the Rewards tab to reduce friction and improve discoverability.
02
Simplify the process
Minimize friction by reducing the number of steps and decision points, making the experience intuitive and fast.
03
Clarify value proposition
Use clear, direct language that ties point usage to real savings and helps users understand the immediate value of redeeming in-app.
Validating the information architecture
Building on insights from the audit, I partnered with Product and Engineering to restructure the Rewards tab. Our goal was to make POS redemptions easier to find and better integrated with our design system.
We tested the new IA against the existing version to understand whether a clearer structure could improve usability and set the stage for future Rewards features.
Designing for clarity and confidence
About a month into the project, we shifted direction due to technical constraints and changes in team structure.
Original concept
Let users choose which prescription to apply rewards to for greater flexibility and control.
What changed
A new engineering team came on during a reorg, and the technical lift was more complex than initially estimated.
Our pivot
We moved to a simplified “one-tap” flow that automatically applied rewards to the next eligible fill.
Iterating with user insights
After pivoting to a simplified one-tap redemption flow, we conducted usability testing to validate the new direction and uncover potential friction points.
Key usability findings
Moderated and unmoderated research surfaced four issues:
01
Many users were unaware they were enrolled in the Rewards program or didn’t understand how points were earned or redeemed.
Low awareness + understanding of Rewards
02
After redeeming, users felt uncertain whether it “worked.” Some thought they needed to call the pharmacy, take a screenshot, or show the confirmation screen at pickup.
Uncertainty post-redemption
03
Several users misinterpreted language like “$4 off your next purchase,” assuming it applied to e-commerce or a future transaction, not their prescription.
Misleading language around savings
04
A few participants expected more control over which medication the rewards were applied to, especially for higher-cost prescriptions.
Desire for more control
Translating insights into designs
In collaboration with a content designer, I redesigned the flow to reduce uncertainty after redemption and clearly outline next steps for both new and returning users.
Together, we refined the content to make the experience easier to trust and understand, helping users feel confident their rewards were applied.
Measuring impact
After launch, we monitored how the redesigned flow influenced user behavior and engagement. Early results showed strong signs that our simplified approach was working.
145%
$226k
Continuing the momentum
Following the initial launch, our data partner recommended expanding to 100% of traffic. From there, we planned to test intent-based optimizations, strengthen follow-through with better feedback mechanisms, and continue refining messaging to improve clarity and trust.
Designing for future enhancements
In parallel, I worked with Product to scope future design iterations. These focused on fast-follow experiments aimed at deepening engagement and simplifying the experience even further:
Combined one-page redemption
Better feedback loops
Support user agency
Reflections
Align early, align often
One of the biggest lessons from this project was the importance of early alignment, especially around foundational elements like earning models and business logic. Late-stage misalignment slowed us down and forced a few last-minute pivots that could have been avoided with tighter upfront communication across cross-functional partners.
Technical understanding is product understanding
We partnered with a new Engineering team unfamiliar with parts of the existing Rewards infrastructure. This led to an early underestimation of the technical lift and required us to pivot quickly from our original design direction. In future work, getting engineers up to speed and pressure-testing feasibility early is essential.
Adaptability under pressure
Despite these challenges, the team remained adaptable. We moved quickly, made tough calls, and prioritized clarity in the user experience. The shift to a simpler MVP allowed us to meet deadlines without compromising on core goals.
Cross-functional collaboration was key
This project was a true team effort. Design and Product aligned closely on the strategy, while User Research provided clarity on user expectations and pain points. I collaborated early with Engineering to run our IA experiment, and we worked closely with Data and Business Insights to measure impact during and after launch. That level of cross-functional trust was instrumental in getting this off the ground. It also set the tone for future iterations.
