BenefloA digital platform for managing corporate benefits

Beneflo is a B2B2C platform for corporate benefits and reimbursements. Employers manage budgets, rules, and programmes, while employees use available benefits through a mobile app and a virtual or physical bank card. As Product Design Lead, I shaped the web/mobile architecture, designed core employer and employee journeys, and evolved the design system and reusable patterns. The card-issuance journey became a representative product case: it connected the client’s economics with the end user’s sense of control and improved several metrics at once. This is an abridged case study; message me on Telegram to request the full version.

In the first MVP, a virtual card was issued in advance for every employee. It made the first experience look convenient, but analysis of early pilots revealed an economic risk: employers were already paying to issue and service cards for people who might never use their benefits. Based on pilot data and previous product experience, we estimated that up to 18% of users might never use the virtual card.

I moved card issuance into the user journey. Employees saw a clear CTA, initiated issuance themselves, watched a short visual creation sequence, and received the card on the home screen as the result of their own action. In the test cohort, the share of people who did not issue a card immediately was close to the expected 15–20%. This confirmed the economic hypothesis: clients could postpone issuing and servicing cards until user intent appeared. The journey did not feel like extra bureaucracy—its CSAT/NPS was above the average for tested onboarding journeys, and people specifically mentioned the sense of control and the memorable, carefully animated issuance moment.