Redesign the cashback section

Situation

At Kasta, users were largely ignoring their accumulated cashback, leaving millions of hryvnias idle in accounts. Cashback entered a “pending” state immediately after payment and only became spendable 15–18 days after delivery. Users were unaware of available funds, unsure when they could use them, and the program wasn’t driving repeat purchases.

Key Challenge

How might we turn passive accumulation (“numbers on a screen”) into an active purchasing driver—without overwhelming users with the complexity of the 15-day holding logic?

Task

Redesign the cashback experience to increase user engagement, stimulate repeat orders, and make idle funds an active driver of business value—without overwhelming users with the 15-day holding logic.

Process

Action

• Introduced a new state architecture: Pending → Available → Expiring soon, making status clear and visually distinct.

• Designed visual cards with color coding, icons, and clear CTAs: “Spend on Kasta” or “Withdraw to Kasta Visa Card”.

• Added transaction history for transparency and trust.

• Implemented smart push notifications and a FOMO sequence (“Your cashback expires in X days”) to drive timely engagement.

• Validated designs via Figma prototypes and ran A/B tests to measure impact.

Architecture

Solution for Mobile App

Solution for Web

Results & Metrics

• Active users: +80K actively engaging with cashback

• Retention: Users returned more frequently to check balances and spend funds

• Order volume: Partial cashback payments boosted repeat purchases

• Effectiveness: Expired cashback decreased; funds started actively working for the business

I structured my approach to the cashback challenge using the STAR method, clearly outlining the Situation, Task, Actions, and measurable Results.