RBC Avion Digital Rewards
Modernized rewards experiences to drive engagement and measurable program value.
Overview
Modernized rewards experiences to drive engagement and measurable program value.
RBC Avion needed to modernize how customers discover, redeem, and understand rewards across digital touchpoints.
The challenge
Digital rewards experiences lagged customer expectations, limiting engagement and obscuring program value.
- Regulatory and brand compliance requirements
- Legacy backend integrations
- Need to prove incremental engagement impact
My approach
Product Manager leading feature discovery, experimentation, and cross-functional delivery with design, engineering, and analytics.
- Focused MVP on high-intent redemption moments
- Built experimentation framework before broad feature expansion
- Aligned success metrics with both engagement and program economics
The solution
A digital rewards experience layer with personalized offers, redemption flows, and performance analytics.
Outcomes
- Improved digital engagement across key rewards journeys
- Increased clarity of program value for customers
- Established analytics foundation for ongoing optimization
What I learned
- Growth features need clear hypotheses tied to customer value
- Analytics instrumentation should be planned alongside MVP scope
- Product discovery and roadmap
- Experiment design and success metrics
- Stakeholder alignment across business and technology
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