Rediff Cashbacks
Intro
As a Design Lead at HumanX, I spearheaded the complete transformation of Rediff, one of India’s legacy email clients, into a modern "Super App." Leading the project direction alongside Maithili, Rajat, and Miloni, we redesigned the entire ecosystem from scratch to transition Rediff from a communication tool into a high-velocity transactional space. A core part of this evolution was solving for user activation through a rewarding cashback experience. Drawing inspiration from successful models like Navi and Super.money, we designed the Rediff Coins system to provide tangible value over generic brand discounts. I led the team in exploring various activation models, ultimately designing the end-to-end cashback flow—from its seamless integration into the payment journey to a visual direction that honors Rediff’s brand guidelines. This shift ensures every purchase feels rewarding, incentivizing users to adopt Rediff as their primary transactional hub.
