Tango | 2025
As part of a front-end upgrade for Tango’s flagship product, Reward Link, I was tasked with refreshing the visual design and addressing key usability issues.
Identified and addressed usability issues in the existing product
Collaborated with product management to establish a North Star vision, outlining a roadmap for potential new features.
Prioritized features to create an MVP.
Designed the full user experience, including interactions and visual design.
Worked closely with engineering to oversee the implementation and ensure quality development.
Reward Link is Tango’s most popular reward product, widely used by customers to recognize and incentivize recipients across various scenarios. From employee recognition and research payouts to referral bonuses, health and wellness incentives, sales rewards, and marketing promotions, Reward Link offers a versatile solution that meets diverse reward needs.
When a recipient receives a Reward Link, they’re sent a unique link via email that takes them to a personalized reward page. There, they can cash out their balance by choosing from a curated catalog of gift cards, prepaid cards, and charitable donation options available in 52 countries.
In addition to Reward Link, Tango offers other specialized flavors:
PromoLink - A version designed for promotional use, with an expiration date to encourage timely redemption.
Disbursement Link - A payout solution that includes additional cash options, allowing recipients to redeem their reward via ACH, PayPal, or Venmo.
To improve the Reward Link experience, I focused on reducing friction in the checkout process, unifying the redemption journey, and standardizing interactions across all redemption types.
The original checkout flow required a minimum of six clicks for a recipient to redeem for just a single item. 98% of redemptions are for just one item, so I aimed to cut the number of clicks down to two, creating a faster process for the majority of users. To achieve this, I added a hover state on the catalog page that allows users to redeem their full balance with just one click, skipping the multi-step process entirely.
Previously, the Reward Link experience was disconnected from the final step where recipients access their reward credentials. After redeeming their reward, recipients were sent an email with a link to a separate landing page to retrieve their credentials. For users who receive rewards regularly, this setup was inconvenient, requiring them to manage multiple emails and URLs. To resolve this, I integrated the Reward Link and credential access process into a single, unified flow. Now, recipients can access their reward credentials immediately after checkout.
In the old application, the checkout experience varied depending on the redemption type, with ACH and PayPal having a separate flow from gift cards. This inconsistency prevented users from redeeming for ACH, PayPal, and gift cards in a single transaction, resulting in a fragmented experience. In the redesigned flow, I standardized the checkout process across all redemption types, creating a consistent experience regardless of redemption choice.
In addition to improving the existing Reward Link experience, I introduced several new features to enhance usability, drive engagement, and unlock new revenue opportunities for Tango.
To make the reward redemption process more memorable, I designed a customizable unboxing experience that allows customers to add a personal touch to their Reward Links. Now, senders can include:
Images and videos – Share a heartfelt message or a branded experience.
Animations – Create a more dynamic, celebratory moment.
Custom messages – Add a personal note to enhance emotional impact.
By making the experience feel more personalized and meaningful, this feature strengthens the connection between the sender and the recipient, ultimately increasing engagement and brand affinity.
To generate additional revenue for Tango, I introduced a dedicated ad space at the top of the catalog page. This new marketing campaign section includes:
A prominent hero image – Capturing users' attention at a key decision-making moment.
Custom promotional messaging – Enabling brands to highlight specific gift cards or seasonal promotions.
This feature transforms the catalog into a valuable advertising space, allowing brands to drive engagement with their offerings while creating a new revenue stream for Tango.
Previously, recipients were presented with an overwhelming list of brands without any guidance. To improve discoverability and inspire more thoughtful redemptions, I redesigned the landing experience to introduce:
Curated categories – Organizing gift card options into clear, intuitive groupings
A personalized section – Surfacing relevant brands based on past redemptions
Seasonal inspiration – Highlighting timely and relevant options for holidays and special occasions.
This new browsing experience helps users quickly find the best reward for their needs, while also increasing conversions by guiding them toward brands they may not have initially considered.
While the updates are not yet live, the redesign lays the foundation for a new design system at Blackhawk Network. The streamlined UI improves usability, reducing friction in redemption and checkout. The personalized unboxing and curated browsing experiences are expected to drive engagement, while the marketing campaign section introduces a new revenue stream. These enhancements set the stage for higher conversions and a more seamless reward experience.
