Financial Services – Tahni Candelaria https://www.tahnicandelaria.com Tahni Candelaria: cultural anthropologist and artist. Mon, 19 Oct 2026 12:44:44 +0000 en-US hourly 1 https://wordpress.org/?v=5.7.20 https://www.tahnicandelaria.com/wp-content/uploads/2026/09/cropped-favicon-512-32x32.png Financial Services – Tahni Candelaria https://www.tahnicandelaria.com 32 32 Rewards Card System Exploratory Research https://www.tahnicandelaria.com/rewards-card-system-exploratory-research/ https://www.tahnicandelaria.com/rewards-card-system-exploratory-research/#respond Sat, 10 Oct 2026 13:03:08 +0000 https://www.tahnicandelaria.com/?p=1669

Overview

A financial services company was redesigning its rewards portal and rethinking the language it uses to help cardholders find their way around it. Before any creative or UX work began, I led exploratory research into what rewards, achievement and loyalty mean in people’s lives, so the words and framing would come from real human meaning.

The question

How do people think about reward? What do they feel when they use a rewards card? And what language helps them, or gets in their way, as they move through a rewards experience?

The approach

I led an online qualitative study with rewards cardholders. It explored their own stories and goals alongside their relationship with their cards, so the language and design could be built on what matters to them.

Outcome

The final report gave the team a human foundation for the redesign. It explored what reward, achievement and loyalty mean to people, how they use rewards cards today, what gets in their way, and what an ideal relationship with their card looks like. It also looked closely at the language of rewards, including how words and framing shape meaning and trust. The work went on to inform the creative brief and the UX and UI work that followed.

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