Luminor Bank (one of the top financial institutions in the Baltics) runs “Pliusų Klubas” – a dedicated loyalty ecosystem offering exclusive discounts, perks, and premium partnerships for its cardholders. The core objective was to launch a high-converting, heavily interactive platform that clearly presents these lifestyle rewards and accelerates new customer onboarding.

The design challenge carried multiple complex friction points:

• Information Overload: The platform had to host dozens of dynamic retail, wellness, and entertainment offers. Without strong structure, the user would experience instant cognitive overload.
• Complex Segmentation: Perks had to be instantly filterable by lifestyle category (e.g., Sports, Health, Shopping) and physical location/city, matching the user’s immediate context.
• The “Conversion Cohesion”: As a high-impact landing page, the interface had to balance educational rules (card differences, terms) with high-converting interaction loops—including quick user authentication modals and clear pathways on how to open a bank account to unlock the perks.

As the Lead UI/UX Designer, my mission was to strip away the traditional, rigid corporate banking aesthetic and replace it with a vibrant, modern, lifestyle-focused digital product interface.

The UX strategy relied on three core strategic pillars:

• Frictionless Scannability: Every partner coupon and benefit had to feel like a premium asset. I designed a modular grid system that makes browsing deals as satisfying as scrolling through a curated social feed.
• Instant Accessibility via Modals: To protect the page load speed and maintain absolute focus, we mapped out a dense ecosystem of immersive pop-up modals. Registration, legal terms, card comparisons, and direct coupon terms are completely self-contained within instantaneous modals, keeping the main layout incredibly light and clean.
• The Cross-Brand Catalyst: A massive selling point of the platform was the exclusive co-branding collaboration between Luminor and DELFI (the largest news portal in the Baltics), offering free premium subscriptions. This required a highly visible, native section that felt like an organic extension of the loyalty program.

1. Advanced Dual-Tier Filtering System
   We engineered an intuitive, lightning-fast filtering bar at the top of the perks catalog. Users can filter deals by city and category with a single tap. The system instantly updates the cards without refreshing the page, enabling immediate discovery.
2. Gamified Card Comparison & Onboarding
   Instead of boring tables, we designed a highly visual card comparison section. It clearly highlights why upgrading to premium tiers (like Luminor Black) unlocks unmatched value, such as the complimentary DELFI subscription, with direct conversion buttons.
3. Micro-Interactions & Seamless Coupon Modals
   When a user clicks on a discount (e.g., Sportland 20%), the app launches a clean modal window. If the user is unauthenticated, the modal gracefully transitions into a quick login/registration prompt, closing the gap between interest and conversion.

While focusing strictly on the UI/UX architecture, the launched interface achieved the ultimate strategic product design goals:

• Instant Discovery: Reduced the average time-to-coupon search down to under 5 seconds through the optimized filtering system.
• Zero Navigation Friction: 100% of the auxiliary data (rules, forms, accounts) was successfully condensed into rapid overlays, preventing user bounce rates.
• Premium Brand Elevation: Delivered an app-like, modern web interface that perfectly aligned Luminor’s digital product with modern lifestyle platforms.

Good loyalty design isn’t about making flashy graphics—it’s about designing micro-incentives. By framing bank accounts as “keys to unlock lifestyle savings,” the design shifts the perception of a bank from a utility to a value-added partner. Every element, from the tactile feedback of the filters to the psychological placement of the co-branded DELFI bonus, was meticulously structured to turn a passive browser into an active, loyal cardholder.