BenefitHub Mobile App
A mobile app redesign for BenefitHub. Focused on simplifying onboarding, improving deal discovery, and making the experience feel as useful as the product itself.
Strong value, weak experience
BenefitHub offers thousands of deals across everyday categories, but the mobile app made that value hard to reach. Users weren't struggling with the idea of saving money; they struggled to navigate, find relevant deals and get through onboarding. This project removed those barriers, starting with onboarding and working through discovery.
Navigation felt unclear and inconsistent
Deal discovery had overwhelming lists
Login and registration flows fragmented
The app felt similar to the web.
I led design across the mobile app
- Audited the existing product
- Identified friction points and drop-offs
- Defined a new UX direction
- Designed key flows and interactions
- Built reusable components in Figma
- Collaborated with product and engineering
Sprints to stay focused and move at pace
Flows, behavior, business requirements
Nav patterns, discovery directions
Prioritize friction reduction
Interactive flows for clarity testing
Stakeholder and engineering feedback
A single adaptive entry point
Instead of separating login, registration and edge cases, I designed one adaptive entry point. Users start with their email, and the system handles the complexity, turning a fragmented system into a guided experience:
- Routes existing users to the correct login method
- Surfaces organization selection when needed
- Guides new users into the right registration flow
- Handles referral codes, invitations and domain rules in the background
Deal discovery that feels guided
Inside the app, the challenge was helping users find something relevant without overwhelming them:
- Modular carousels surface highlights first, with a clear path to explore more. No more wall of deals on load.
- Search meets every stage of intent: curated categories and popular searches when empty, recent activity when focused, relevant suggestions when active.
- Local deals get a map view that updates with location and switches to a list, so nearby offers feel immediate instead of buried.
Designing for consistency
Each feature was designed as part of a system, with shared interaction patterns, reusable components and clear behavior rules. That made the app easier to scale and easier to build.
Less friction before the value
The redesign removed the friction that was costing users before they saw the product's value. Stakeholder review validated that onboarding resolved the early drop-off pattern, and discovery moved from a flat, overwhelming list to a structured, intent-aware flow.
4 auth paths reduced to a single adaptive entry point
Structured carousels and intent-aware search replaced flat lists
Reusable component library scaled across all key flows
Documented behavior rules reduced back-and-forth with engineering
Complex systems need simple entry points
When users have to figure out where they belong before the product helps them, you lose them before they see the value. Remove the decision. Guide the step. Trust builds from there.
