Wallet Cautiva
Wallet Cautiva is a digital rewards wallet that connects users and merchants in a single network. Every purchase at a participating business earns Wallet Coins, which users can then spend at any other merchant in the network. That way, spending doesn't stay in one store: it circulates across every business that's part of the network.
I led the project end to end, working independently and in direct contact with the stakeholder. I was responsible for research, SWOT analysis, product definition, information architecture, user flows, branding, UX/UI design and a high-fidelity prototype to present the proposal.
Problem
Traditional rewards programs work in isolation: each merchant runs its own promotions, and whatever customers earn can only be used at that same store. This limits the value of the reward and rules out any collaboration between businesses.
The challenge was to design a system that would:
– Connect merchants from different industries within a single network.
– Reward every purchase with digital credits that can be spent at other participating businesses.
– Clearly show the available balance and the terms of each cashback offer.
– Meet the needs of three different profiles in a single product: users, merchants and administrators.
All with one condition: complex business logic had to feel simple and trustworthy to the people using it.
Solution
I started by understanding the business model and how value should flow through the network. The SWOT analysis helped me identify opportunities, risks and adoption barriers. From there, I mapped the flows for each profile before moving on to visual design, to anticipate friction points, especially at checkout.
The result is a shared loop: users shop at one merchant, earn Wallet Coins and spend them at another business in the network.
– Users: from the home screen they see their balance, recent transactions and offers from participating merchants. To pay, they scan the store's QR code, choose a cashback offer, decide how many Wallet Coins to use and review the full purchase details before confirming.
– Merchants: have their own experience to manage their offers and review activity for each branch.
– Administrators: manage the network's businesses, create cashback offers with specific days and caps, and manage staff members.
I created the Wallet Cautiva identity with a palette of blues and purples that conveys trust and technology, along with a consistent system of cards, buttons, forms and navigation. Finally, I built a high-fidelity interactive prototype to present the complete experience to the stakeholder, validate the business logic and refine the navigation and information hierarchy.
Results
The project turned a complex business idea into a clear digital proposal, ready to be evaluated before development.
– I defined the end-to-end experience for users, merchants and administrators.
– I designed a simple QR payment flow that always shows how much is paid with Wallet Coins and how much with money.
– I brought balance, offers and activity together in a single experience.
– I created a consistent, scalable visual identity and component system.
– I validated the proposal with the stakeholder through an interactive prototype.
Wallet Cautiva shows how a digital product can keep the value of every purchase circulating within a community of merchants.