Right now, I’m a Principal Product Designer at OVO Energy, where I’m leading the redesign of our in-app customer rewards offering, Beyond.

In collaboration with the propositions and design system teams, I’ve been reimagining how Beyond is positioned and consumed, as well as rationalising Beyond’s relationship with OVO’s other reward schemes, such as OVO Live. My goals are clear: enhance perceived value and drive greater engagement and retention.

Who we’re redesigning it for:

We are redesigning our rewards offerings with three key customer segments in mind:

1. Active - these are customers who have arranged a direct debit with us and have installed a smart meter. As such, they are able to access our full rewards range. Our priority for these customers is to increase their perceived value of our offering and to increase engagement and retention.

2. Eligible - these are customers who haven’t yet arranged a direct debit with us and/or installed a smart meter. If they were to do so, they’d be eligible to access our full rewards range. Our priority for these customers is to incentivise and inform.

3. Ineligible - these are customers who might pay as they go or whose properties aren’t suitable for a smart meter. Our priority here is how to ensure perceived value with limited access to our rewards range.

We’ve outgrown our old home

Beyond lives within the home and offers screens. As our partnerships and propositions have grown and evolved, it has become clear that we need a dedicated space within the app through which we can scale.

Defining a vision for the app

Our work on rewards isn’t happening in isolation. Our ambitions have necessitated a foundational shift in our design system, with a key focus on personalisation and contextualisation.

1. Personalisation - We’re redesigning the app to reflect each customer’s individual setup—whether they use Pay As You Go, Direct Debit, a smart meter, or products like EV charging—so every experience starts with what matters most to them.

2. Contextualisation - Our modular approach is allowing us to create multiple, personalised entry points for rewards. Alongside a consistent position in the navigation, contextualised cards allow for improved way-finding and discovery.

Do points mean prizes?

We were intrigued by the idea of developing a points-based rewards system that could assist us in unifying our offering, whilst driving engagement and increasing retention. Whilst the concept of collecting points isn’t new to the retail sector, its application within the energy market is recent by comparison.

So, in collaboration with our content design team, I wove a design solution into the existing interface utilising our latest design system components. We released this as a time-limited beta for 10,000 customers where different offers were released each week for four weeks. Early results indicate a substantial increase in engagement and conversions, meaning that points may indeed mean prizes!

Bringing it all together

I led several workshops bringing together product management, XD and the propositions team. We captured existing research, defined user needs, created sketches and prioritised features.

Although subject to further testing and iteration, we’ve designed a compelling hub that brings together Beyond, offers and OVO Live— ‘Rewards’. Informed by our work on the points beta, the rewards section is served by a dedicated place in the primary navigation and personalised entry points throughout the app.

Beyond members - Here, customers can instantly perceive the value of their Beyond membership—tracking their points and energy credit accruals, the number and value of offers they've claimed, and their progress towards net zero through a dedicated achievements section. Seasonal or one-time rewards are united alongside partner perks, and core propositions such as ‘Free Electricity’ can be easily tracked and actioned.

Offers - Offers brings together all discounted and paid-for products and services including insurance, solar, EV and Energy Expert visits. We’ve recategorised it in its entirety and it will only showcase content that is relevant to the customer’s home and lifestyle.

OVO Live - This scheme offers exclusive access to events at venues like the OVO Arena Wembley, OVO Hydro, The O2, and Co-op Live. Benefits include early access to tickets, dedicated entrances, and VIP lounges. This is the first time OVO Live has been surfaced in-app.