Overview

To reinvigorate engagement with Citibank’s ThankYou® Points program, we launched an interactive direct mail campaign that reimagined the physical mailer as a playful, high-touch experience. This tactile piece broke through the noise of traditional marketing by inviting cardholders into a multi-sensory, gamified interaction—bridging the gap between print and digital to create a compelling journey.

Objective

With digital fatigue on the rise, the goal was to:

• Drive renewed interest and action around unused ThankYou® Points

• Elevate the brand experience through an unexpected and premium touchpoint

• Increase online redemptions and program participation

My Role

• Lead UX & Experience Designer

• Partnered with copywriters, print vendors, and rewards strategists

• Oversaw concept development, physical prototyping, and final execution

• Designed the end-to-end experience that connected mail to microsite

Design Strategy

We designed the mailer as a hands-on experience—intended not just to be read, but played with.

✨ Fun Meets Function

The mailer included a removable panel that revealed a secret message and QR code underneath—turning passive mail into an active moment of discovery. The tone was light, energetic, and subtly gamified..

Experience Design

1. Stage 1: Intrigue

   • Beautifully designed exterior with dimensional form factor

   • Teased benefits of ThankYou® Points without overwhelming

2. Stage 2: Discovery

   • Reveal with branded messaging and hook to travel and utilize points

   • “You’ve got points waiting—come see what they can do.”

3. Stage 3: Activation

   • Displayed URLs led to a mobile-optimized microsite

   • Personalized dashboard showed points available + suggested redemptions

   • Social sharing option encouraged community engagement

Insights & Results

• 226% increase in transferred points within the first month

• 42% of redemptions from members who had never redeemed points before

• 2,768% increase in page visits to the Points Transfer website

• 134% more page visits in the campaign year compared to the second half of the previous year

What Made It Work?

✅ Emotion-led design: It didn’t just inform—it delighted
✅ Premium tactile cues: Gave weight to the message and brand
✅ Simple digital CTA: A seamless bridge from print to action
✅ Interactive mechanics: The removable element created curiosity and a sense of reward

Reflection
In an age where inboxes are full and attention is fleeting, thoughtful physical experiences still cut through—especially when they lead seamlessly into personalized digital journeys. This project was a masterclass in using UX thinking across media to deliver both surprise and measurable impact.