Brightspeed Reward Center: Reducing Customer Confusion Through Transparency

SUMMARY & IMPACT

Brightspeed customers struggled to understand their reward status, eligibility, and next steps, leading to high support volume and reduced trust in the rewards experience. I led the design of a centralized Rewards Center that gave customers visibility throughout the reward journey while creating a scalable foundation for future rewards programs.

Role/Duration: Experience Designer, July-August 2026

Main Contributions: User flows, Wireframes, Information Architecture

Team: UX, UI, Content Strategy, Product, Customer Experience

Employer: Level Studios (Client: Brightspeed)

THE CHALLENGE

Brightspeed customers couldn't easily understand where they were in the rewards journey, contributing to approximately 36,000 annual support contacts and revealing a need for a more transparent self-service experience.

BUSINESS NEED

Reduce reward-related support contacts and churn by creating a scalable self-service experience that helps customers understand reward eligibility, status, and redemption without contacting support.

USER NEED

Give customers a clear, centralized way to track their rewards, understand where they are in the process, and know what to expect next.

DISCOVER & DEFINE: USER FLOWS

To identify where customers were getting stuck, I mapped the rewards journey from reward enrollment through fulfillment.

Three themes emerged throughout the journey:

1. Customers lacked visibility into their reward status and progress.
2. Long waiting periods created uncertainty and drove support inquiries.
3. Customers needed explanations, even when rewards were unavailable, expired, or no longer eligible.

DEFINING THE SOLUTION

Rather than focusing solely on redemption, I reframed the challenge around transparency and designed a centralized Rewards Center that served as a single source of truth throughout the entire rewards lifecycle.

The solution needed to help customers answer three key questions at any point in their journey:

• What reward do I have?
• Where am I in the process?
• What happens next?
  

This shifted the experience from a collection of emails and status updates into a dedicated product experience designed around visibility, self-service, and customer confidence.  Three principles guided the experience:

 Make status immediately understandable

Customers should instantly understand what reward they have, their current status and what happens next.

Reduce uncertainty during waiting periods

Instead of creating visibility only at redemption, the experience needed to support customers throughout the entire lifecycle.

 Prioritize transparency over perfection

Expired ewards, ineligible rewards, and redeemed rewards remained visible so customers could understand what happened without contacting support.

Supporting customers through qualification, redemption, fulfillment, expiration, and ineligibility with clear status communication and next steps.