︎
Lu Chiao Chen

 Projects
PayPal+ Rewards
Samsung Watch6
Samsung Holiday
Samsung GB4
La Roche-Posay
Reinstein Ross
Shu Uemura
Covergirl
Bridgette Hill
Dermablend
Nutrient Survival
Wool&Prince
Albion Cosmetics
Advertisement
African Pride
Bruno Albizzati
Design Writing

About
Lu Chiao Chen
Client: PayPal
Agency: R/GA
Role: Product Design, Visual Design
Year: 2025


Confidential: For Interview Review Only This case study contains work-in-progress concepts created for PayPal while working at R/GA. It is shared privately and securely for evaluation purposes only. Please do not share, reproduce, or distribute.

PayPal partnered with R/GA to evolve its app from a transactional utility into an intelligent, trusted financial partner. Instead of adding features, this project reset the entire app experience with a unified, modernized design system that aimed to form new habits and create real value for users. My focus was leading design on the Rewards Stream—a tiered loyalty program with a bold visual identity, progress tracking, and “Monthly Drop” offers that reward engagement.

Problem

The existing rewards offering lacked:

  • Clarity: Users struggled to understand point values and benefits.
  • Motivation: Rewards felt static, and tier progression wasn’t communicated well.
  • Brand alignment: The experience didn’t reflect PayPal’s ambition to be a financial partner.

Aims

  • Make rewards intuitive, dynamic, and fun.
  • Provide clear progress tracking and engaging milestones.
  • Reinforce trust with a cohesive design system across tiers and offers.

Research Insights

Through user testing and stakeholder workshops, we uncovered key drivers:

  • Progress visuals motivate users. Progress bars and milestone nudges encouraged engagement.
      ︎︎︎“I love seeing I’m close to the next level. It feels like a game.”

  • Clarity reduces friction. Simple conversions from points to value eliminated confusion.
      ︎︎︎“Zero thinking needed. I get it right away.”

  • Exclusive experiences excite users. Offers like concert tickets and VIP deals elevated PayPal’s perceived value.

Design Process

1. Wireframes & Information Architecture

We began with low-fidelity wireframes to map a clear structure:

  • L1 (Landing Page): Quick access to points overview, tier status, nudges, earning options, and redemption categories.




  • L2 (Details): Deep dives into milestones, benefits, and activity history.



We focused on modular card layouts to ensure scalability and content flexibility.


2. High-Fidelity Visuals

The visual design for the Rewards experience was built on Pentagram’s newly developed PayPal brand identity. Our team translated their brand guidelines into a scalable, product-ready design system:

  • Brand-to-Product Translation: Adapted Pentagram’s bold typography, vibrant palette, and confident layouts into a cohesive UI system optimized for mobile use.

  • Tier Differentiation: Blue, Gold, and Black tiers create a clear visual hierarchy and sense of achievement.






  • Scalable Card System: Flexible card modules for offers, rewards, and content allowed for easy future growth and campaign integration.




  • Modern & Delightful Aesthetic: Elevated PayPal’s positioning from a utilitarian payments tool to a dynamic, trusted financial partner.



This work demonstrates design system thinking—balancing a premium brand vision with accessibility, scalability, and implementation realities.


3. Final UI Evolution

We carefully transitioned from wireframes → mid-fidelity → polished designs:

  • Information density reduced cognitive load.
  • Clear visual hierarchy prioritizes key actions (earn, redeem, explore).
  • Animation and motion add delight without distraction.




Outcomes

(Project not yet launched — metrics are projected)