UNILEVER
Client: Unilever Project: ReGenerate Rewards & Coupons Experience Redesign
Date: April 2025
Team Lead / Author: Jasper Keuskamp (Skyh.co)
The Challenge
Unilever, one of the world’s largest consumer goods companies, launched ReGenerate, an ambitious sustainability-linked rewards program designed to engage consumers, drive brand loyalty, and support environmental and social initiatives. The concept was strong on paper: users could earn coupons and rewards by participating in regenerative actions, choosing sustainable products, or engaging with the brand’s broader purpose-driven ecosystem.
However, despite extensive prior user testing and iteration, the program suffered from a critical adoption problem. The core value proposition, accessing and using personalized coupons and rewards, remained hidden in plain sight. Key features were buried behind subtle, non-intuitive indicators, most notably a tiny blue dot that was intended to signal new rewards or opportunities.
Users were confused. Many didn’t notice the indicator at all. Others who did see it didn’t understand what it meant or how to act on it. This created high friction: low discoverability, abandoned journeys, and missed opportunities for both consumer delight and business impact. Support tickets reflected widespread frustration, and engagement metrics lagged behind expectations. The program’s potential to drive meaningful behavior change and loyalty was undermined by poor information architecture and visual hierarchy.
In short, a powerful idea was failing at the most basic level of user experience: making value immediately obvious and actionable.
The Solution
Skyh.co partnered with Unilever to fundamentally redesign the ReGenerate experience. Our mandate was clear: eliminate guesswork and make rewards and coupons the undeniable focal point of the interface.
We elevated coupons + rewards to the forefront with a clear, intuitive, and delightful experience. No more subtle dots or hidden menus. Instead, we created a system where value is immediately visible, easy to understand, and frictionless to claim and redeem. The redesign prioritized:
Instant Discoverability — Prominent placement and visual hierarchy that draws the eye naturally to rewards.
Zero-Explanation Usability — Interfaces that communicate value intuitively without requiring users to read instructions.
Personalized & Contextual Delivery — Rewards surfaced at the right moment in the user journey.
Scalable Design System — A flexible foundation that could evolve with future program expansions.
The result was a transformation from an obscure, confusing module into a central, action-oriented experience that users actually wanted to engage with.
The Process
We approached the project with Skyh.co’s signature high-velocity, user-obsessed methodology, combining deep investigation with rapid iteration.
Investigate We conducted a comprehensive audit of existing user data. This included diving deep into customer service notes, stakeholder interviews, support ticket analysis, heatmaps, session recordings, and quantitative engagement metrics. The insights were revealing: users weren’t failing to engage because they didn’t value rewards, they simply couldn’t find or understand them easily. This phase grounded every subsequent decision in real user behavior rather than assumptions.
Plan & Journey Mapping We mapped the entire end-to-end user journey, identifying every friction point, drop-off moment, and missed opportunity. Cross-functional workshops with Unilever stakeholders helped align on business goals (loyalty, redemption rates, sustainability behavior change) while keeping the user at the center.
Explore & Design Multiple design directions were explored, with a strong emphasis on clarity, visual prominence, and emotional resonance. We developed a new information architecture that positioned rewards as the hero element. Prototypes ranged from low-fidelity wireframes to high-fidelity interactive models, always tested early and often.
Communicate & Iterate We turned complex program logic into simple, human-centered language and flows. Relentless user testing (both moderated and unmoderated) drove continuous refinement. Edge cases, accessibility requirements, and mobile responsiveness were addressed throughout.
Implementation Support Beyond design, we built a scalable design system, mentored and hired additional UX talent for Unilever’s team, and provided handover documentation and guidelines to ensure long-term maintainability and evolution.
The Outcome
The redesigned ReGenerate experience delivered a dramatic shift:
From confusion to instant clarity, What was once an obscure “tiny blue dot” became a prominent, intuitive rewards hub that users immediately understood and engaged with.
Significantly improved discoverability and redemption rates (based on post-launch indicators).
Higher user satisfaction and reduced support burden.
Stronger alignment between sustainability goals and actual consumer behavior.
A future-proof design system that empowered Unilever’s internal teams to iterate quickly on future enhancements.
The program evolved from a hidden feature into a core driver of engagement, helping reinforce Unilever’s commitment to purpose-driven consumer experiences.
What We Delivered
Complete UX/UI redesign focused on rewards & coupons visibility
In-depth user research synthesis and journey maps
Iterative prototyping and extensive usability testing
Scalable, accessible design system
Team mentoring, hiring support, and knowledge transfer
Implementation guidelines for seamless handover
Final Thought
Good design isn’t about flashy visuals or clever copy, it’s about making things work intuitively. In the ReGenerate project, we proved that even small, seemingly simple changes in hierarchy, visibility, and flow can unlock enormous value in a complex program.
By putting rewards front and center and eliminating guesswork, we helped Unilever turn a promising concept into an experience that truly resonates with users. This project exemplifies Skyh.co’s philosophy: deep human understanding paired with rapid, pragmatic execution creates solutions that don’t just look better, they perform better and drive real business and societal impact. ⚡