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PROJECTS
Scene+ Digital Experience
Workflow
Discovery & Alignment
Information Architecture & Navigation
Wireframing & Flow Ownership
Brand Integration & Visual Design
Prototyping & Usability Testing
Design System Foundations
Team
Product Designer (x4)
Product Managers (x2)
Engineers
Brand & Marketing
Copywriter (x1)
Time
2021
Product
Scene+
Metrics
~7 months
Launch timeline met
millions
User migrated
WCAG 2.1 AA
Accessibility compliance
10+
Reusable UI components
Overview
In 2021, Scotiabank’s Scotia Rewards merged with the Scene loyalty program to form Scene+—a unified loyalty ecosystem offering rewards for banking, travel, entertainment, and retail. I was part of the core product design team responsible for delivering the end-to-end digital experiences for both the responsive website and mobile application.
Our goal was to create a cohesive, accessible, and engaging experience that reflected the new Scene+ brand while providing clear pathways for users to discover, earn, and redeem rewards.
In 2021, Scotiabank's Scotia Rewards merged with the Scene loyalty program. I was part of a team responsible for designing the digital experiences for both the web and app platforms for the new Scene+ program.
The Challenge
This was one of the most time-compressed projects I’ve worked on.
Key Constraints
Tight timeline
Only ~7 months from kickoff to launch.
Late brand delivery
The final Scene+ brand guidelines arrived just 3 months before launch.
Complex content migration
We had to merge content and features from two distinct loyalty programs into a seamless experience.
Our Approach
Audit existing platforms
Identified high-value tasks and critical content in both loyalty programs.
Map & merge IA
Grouped, relabeled, and prioritized features for a unified experience.
Define navigation patterns
Designed for both web and mobile to support the new IA and top user flows.
We began with content and task analysis to identify opportunities and challenges.
My Contributions
As Product Designer, I…
Facilitated workshops
with stakeholders and designers to align on IA, navigation, and UI direction.
Led usability testing
for key flows to validate navigation patterns and redemption processes.
Created wireframes and prototypes
for core flows and collaborated on refinement.
Initiated the design system
for Scene+, defining foundational components, accessible color adjustments, and typography standards.
Designing the Look & Feel
We received the new Scene+ brand from an external agency — vibrant colors, bold typography, and dynamic photography. However, we had to adapt the brand for accessibility and digital usability.
Accessibility adjustments
Adjusted brand colors to meet WCAG AA contrast requirements while preserving brand identity.
Typography adaptation
Replaced print-optimized fonts with digital-friendly alternatives to improve legibility.
Mood board exploration
Each designer created mood boards to explore UI trends, micro-interactions, and competitive inspiration.
UI challenge workshops
Facilitated sessions where designers applied the brand to key wireframe screens, testing layout, iconography, and motion.
Outcome
We launched Scene+ on time across web and mobile in ~7 months. The result was a cohesive, accessible, and on-brand experience that unified two major loyalty programs.
Millions migrated
Seamless migration of loyalty members into a single platform.
High adoption rates
Strong user engagement from launch, with ongoing optimization.
Design system foundation
Scalable components for future Scene+ features.
Reflection & Learnings
While we met the aggressive deadline and launched successfully, we recognized opportunities for further optimization — especially around navigation clarity and redemption flow efficiency. Continuous monitoring and iterative improvements have since been part of the program’s evolution.
