Holacoins
A single toggle that converts loyalty points into real payment. On day one, redemptions jumped 3.5x.
Role
End-to-end UX and UI design of the Holacoins payment module
Platform
Mobile + Web
Constraints
5 constraints
Goal
Convert the loyalty balance into a genuine, seamless payment moment without adding new infrastructure or extra checkout steps
Problem
The loyalty balance existed, but the redemption experience was so friction-heavy that most users didn't bother. The coins weren't behaving like a payment method, they were behaving like a coupon.
Key Insights
The coupon-code model required users to treat their own balance as external, something to retrieve and apply, not something that was already theirs.
Users with low balances were especially unlikely to redeem, even when the partial amount would meaningfully reduce their order total.
The 'secondary wallet' mental model, where the balance is always present and applied with a single action, aligned with how users already thought about their loyalty balance.
Process
Wireframes
Explored two design directions: a bottom-sheet opt-in modal (mimicking existing coupon patterns) vs. a toggle embedded directly in the payment summary. Used Gemini to run a rapid heuristic evaluation of both against Holafly's validated user personas.
User Flows
Mapped three redemption scenarios: full balance covering the order (payment step bypassed), partial balance (balance applied, remaining routed to card flow), and zero balance (toggle hidden entirely). Each needed to work without user decisions beyond the initial toggle.
Iterations
The behavioral simulation across three user types, one-time buyer, repeat buyer, high-balance loyal user, surfaced the winning direction: embedded toggle, real-time monetary equivalence, partial redemption by default. No bottom sheet, no modal, no extra navigation.
Solution
A toggle in the payment section, visible only to users with a positive Holacoins balance. Activating it instantly recalculates the order total in real time, showing the exact monetary value being applied and the remaining balance. Full balance = payment step bypassed. Partial balance = standard card flow for the remainder, no friction.
Toggle embedded in payment section, zero new screens or navigation
Real-time local currency conversion displayed before confirmation
Partial redemption by default, remaining amount routes automatically to card flow
Toggle hidden entirely for users with zero balance
Outcomes
from €9,000
Day-1 Redemptions
day-one rollout
Redemption Increase
DE · US · LATAM
Markets Validated
On the first day of rollout, Holacoins redemptions grew from €9,000 to €32,000, a 3.
Learnings
What worked
Showing monetary value immediately (not coin counts) was the single most impactful framing decision, it made the balance feel real and spendable.
The toggle mental model, 'I have something and I want to use it', outperformed the voucher mental model in every simulation scenario.
What I'd improve
Expiration reminders surfaced in the app when a user's balance is approaching an expiry date
A 'earn while you redeem' callout showing how much they'd earn back from the current order