5/3rd Bank Rewards
Case Study: Merging Loyalty & Protection for 5/3 Bank
Role: Lead UX/UI Designer
Agency: Tenerity Limited
Client: 5/3rd Bank Team
Leadership: Mentored 2 Junior UI Designers
Methodology: Agile, Design Sprints, Remote Interviews, Conceptual UX/UI Design
Platform: Mobile Web + Desktop Web (No standalone app)
Overview
5/3rd Bank partnered with Tenerity Limited to explore a bold idea: merge the security and financial tools of PrivacyGuard with the merchant network and rewards infrastructure of Tenerity’s Connect platform — all within a single unified experience. As the Lead UX/UI Designer, I led the entire design initiative, from research and concept development to high-fidelity wireframes and user testing.
The goal was to create a seamless mobile and desktop experience where users could:
• Monitor their financial and credit health
• Read financial blogs and advice
• Shop exclusive 5/3rd offers
• Earn rewards via the Connect loyalty network
This project was a concept phase initiative, meaning we had the opportunity to define the experience from scratch, using Agile methodology and research-driven design to validate every decision.
The Challenge
Since the product didn’t exist yet, the biggest hurdle was conceptual clarity. Early prototypes revealed that users struggled to distinguish between financial tools and rewards. The experience required a significant amount of cognitive effort, especially on mobile, where screen real estate and navigation structure became crucial to success.
My focus was on:
• Creating clear typographic and brand cues to guide users
• Breaking up content visually to avoid cognitive overload
• Ensuring both product “sides” (banking + rewards) felt integrated but distinct
• Upholding 5/3rd’s brand integrity while enhancing usability and appeal
My Role
As Lead UX/UI Designer, I was responsible for:
• Leading all design sprints and research activities
• Conducting remote interviews with stakeholders, product owners, and current users
• Managing and mentoring two junior UI designers throughout the process
• Prototyping, iterating, and delivering wireframes and flows for testing
• Overseeing usability testing sessions and incorporating feedback
Design Process
(01) Discovery & Research
Using low- and mid-fidelity prototypes, I facilitated interviews with stakeholders and current bank customers. We identified core pain points:
• Information overload
• Unclear pathways to features
• A disconnect with financial protection and loyalty offers
(02) Wireframing & Visual Hierarchy
To solve this, I focused on structured flow and visual separation. Using consistent layout patterns, bold typographic contrast, and soft segmentation, I created visual “zones” that grouped relevant features, reducing user fatigue and improving comprehension across both mobile and desktop platforms.
(03) Navigation & Branding Integration
I preserved 5/3rd’s established visual identity while expanding the interface to introduce a fresh, reward-focused tone. The nav separated “Banking” tools from “Rewards” features while maintaining cohesion across the user experience.
(04) Design Sprints & User Testing
Each sprint concluded with user testing sessions, during which we validated the flows, content clarity, and emotional responses. Feedback was overwhelmingly positive, and usability scores across both platforms were high. Users found the concept intuitive and exciting.
The Results
• High usability scores and strong stakeholder engagement
• Clear visual separation reduced user confusion
• Branding enhancements helped balance trust and energy
• User feedback confirmed a strong desire to use the service
User Feedback:
“I like this new service. When is it launching? I might never go back to the main site.”
“I didn’t know my bank offered things like this. I’m excited to use it when it launches.”
Reflection
Although the deal didn’t move forward due to sales and negotiation constraints, the project itself was a massive design win. The feedback from both users and stakeholders proved that the concept resonated.
This project reminded me that not every great product makes it to market, but great design still matters. I’m proud of how we exceeded expectations, delivered thoughtful solutions, and demonstrated how UX can bridge complex offerings in a way that feels cohesive, human, and empowering.
