AMP Rewards
Scaling rewards for a superannuation giant
AMP set out to strengthen customer retention by rewarding members with cashback and partner offers that integrate directly with their financial ecosystem. The initiative aimed to keep customers engaged within the AMP platform while delivering tangible financial value.
Citro, a venture backed rewards platform supported by AMP, provided the infrastructure for the initiative. The opportunity was to transform the existing product into AMP Rewards, translating AMP’s primary brand into the experience while preserving the underlying platform.
As Design Lead, I oversaw the translation of AMP’s primary brand into the Citro app and introduced a scalable theming layer within the design system that allowed the product to be rapidly adapted for enterprise use.
ROLE
Design Lead
SCOPE
UX/UI
Design Systems
Brand Integration
Launch Creative
Scaling rewards for a superannuation giant
AMP set out to strengthen customer retention by rewarding members with cashback and partner offers that integrate directly with their financial ecosystem. The initiative aimed to keep customers engaged within the AMP platform while delivering tangible financial value.
Citro, a venture backed rewards platform supported by AMP, provided the infrastructure for the initiative. The opportunity was to transform the existing product into AMP Rewards, translating AMP’s primary brand into the experience while preserving the underlying platform.
As Design Lead, I oversaw the translation of AMP’s primary brand into the Citro app and introduced a scalable theming layer within the design system that allowed the product to be rapidly adapted for enterprise use.
ROLE
Design Lead
SCOPE
UX/UI
Design Systems
Brand Integration
Launch Creative
Challenge
AMP’s retention strategy centred on introducing a rewards experience that could incentivise customers to remain within the AMP ecosystem. Rather than building a new platform, the business partnered with Citro to power the rewards product.
This required transforming the existing Citro app into a fully branded AMP Rewards experience while maintaining the product’s functionality and delivering the redesign within an ambitious launch timeline.
OBJECTIVES
Translate AMP’s brand system into the Citro product experience
Implement scalable theming within the design system
Rapidly reskin the full product interface
Support the launch campaign and staged database rollout
Challenge
AMP’s retention strategy centred on introducing a rewards experience that could incentivise customers to remain within the AMP ecosystem. Rather than building a new platform, the business partnered with Citro to power the rewards product.
This required transforming the existing Citro app into a fully branded AMP Rewards experience while maintaining the product’s functionality and delivering the redesign within an ambitious launch timeline.
OBJECTIVES
Translate AMP’s brand system into the Citro product experience
Implement scalable theming within the design system
Rapidly reskin the full product interface
Support the launch campaign and staged database rollout
Process
Working alongside AMP’s internal brand team and Citro’s product and engineering teams, the focus was on building a scalable theming approach rather than a one-off redesign.
Within the Citro design system I introduced a theming layer in Figma, enabling colour, typography and UI elements to be swapped quickly while maintaining consistent interaction patterns. This system allowed the entire product interface to be reskinned in under two weeks and significantly streamlined handoff to engineering.
Sprints
Design system theming architecture in Figma
Cross-team collaboration with AMP brand and engineering teams
Rapid UI reskin across the full app experience
Launch campaign creative and rollout planning
Process
Working alongside AMP’s internal brand team and Citro’s product and engineering teams, the focus was on building a scalable theming approach rather than a one-off redesign.
Within the Citro design system I introduced a theming layer in Figma, enabling colour, typography and UI elements to be swapped quickly while maintaining consistent interaction patterns. This system allowed the entire product interface to be reskinned in under two weeks and significantly streamlined handoff to engineering.
Sprints
Design system theming architecture in Figma
Cross-team collaboration with AMP brand and engineering teams
Rapid UI reskin across the full app experience
Launch campaign creative and rollout planning
Solutions
The Citro platform was transformed into AMP Rewards, delivering a fully branded cashback product integrated into AMP’s financial ecosystem. The theming layer allowed AMP’s brand to be applied consistently across the entire product without altering the core functionality.
The launch also supported AMP’s strategic initiative to help customers grow their superannuation balance through cashback rewards, positioning AMP as the first major super fund to offer rewards that contribute directly to retirement savings.
Key solutions
White-labelled AMP Rewards product experience
Scalable design system theming layer
Full app reskin delivered within two weeks
Launch campaign creative and database rollout
Solutions
The Citro platform was transformed into AMP Rewards, delivering a fully branded cashback product integrated into AMP’s financial ecosystem. The theming layer allowed AMP’s brand to be applied consistently across the entire product without altering the core functionality.
The launch also supported AMP’s strategic initiative to help customers grow their superannuation balance through cashback rewards, positioning AMP as the first major super fund to offer rewards that contribute directly to retirement savings.
Key solutions
White-labelled AMP Rewards product experience
Scalable design system theming layer
Full app reskin delivered within two weeks
Launch campaign creative and database rollout
Outcome
AMP Rewards launched to an initial cohort of 40,000 customers, validating the product and enabling AMP to expand the rollout across its broader customer base.
The theming system enabled Citro’s product to scale as an enterprise-ready platform partner while supporting AMP’s positioning as the first major super fund to offer cashback rewards that boost super balances.
KEY OUTCOMES
Successful rollout to 40,000 AMP customers
Rapid full-app reskin delivered in two weeks
Design system theming enabling rapid enterprise brand integration
Cashback rewards contributing directly to super balances
Outcome
AMP Rewards launched to an initial cohort of 40,000 customers, validating the product and enabling AMP to expand the rollout across its broader customer base.
The theming system enabled Citro’s product to scale as an enterprise-ready platform partner while supporting AMP’s positioning as the first major super fund to offer cashback rewards that boost super balances.
KEY OUTCOMES
Successful rollout to 40,000 AMP customers
Rapid full-app reskin delivered in two weeks
Design system theming enabling rapid enterprise brand integration
Cashback rewards contributing directly to super balances
Interested in working together or learning more about my work?
Mara cheshire
Brand, Product & UX Design Lead.
Living and working on Wallumettagal land. I pay my respects to elders past, present and emerging.
Mara Cheshire ©2026
Interested in working together or learning more about my work?
Mara cheshire
Brand, Product & UX Design Lead.
Living and working on Wallumettagal land. I pay my respects to elders past, present and emerging.
Mara Cheshire ©2026
Interested in working together or learning more about my work?
Mara cheshire
Brand, Product & UX Design Lead.
Living and working on Wallumettagal land. I pay my respects to elders past, present and emerging.
Mara Cheshire ©2026