Jason McAdoo | Systems Design

Background

In 2023, the digital-receipt flow in a major rewards app required manual, provider-by-provider scans resulting in minutes of waiting, blocking any interactions or leaving the app. I led a re-architecture to run detection in the background and surface just-in-time alerts.

Goal

Redesign the feature into a proactive service: run detection in the background, surface just-in-time alerts only when action is needed, remove on-screen waiting, increase multi-provider onboarding, and cut error dead-ends/support load across Android and iOS.

Role

Lead Designer across multiple scrum teams, partnering with two PMs. Owned design strategy, research, IA/flows, UI, and experimentation; set the platform plan (learn on Android, scale on iOS), aligned executives via pilots, and drove tight design–engineering rituals to ship.

Waiting was costing millions in lost revenue

The digital receipts feature required users to manually select each provider and wait minutes per scan, sometimes up to 10 minutes in total. This created deep friction: users got confused, gave up midway, or abandoned the feature entirely. The result? Missed receipts, lost engagement, and a massive gap between potential and actual revenue. A core feature was failing quietly under the weight of user effort.

[interface] screenshot of the software interface (for a productivity tools business)

Notify only when action is needed.

Do the work before the user arrives.

Every state leads to a clear next step.

Fewer choices, clearer errors, stronger defaults.

Explore my systems approach

It just makes "cents"

To win leadership support, I partnered with product to simplify the story: nearly 40% of sessions ended in dead ends, causing user drop-off and missed revenue. We reframed the experience as a broken habit loop—and pitched a new one: scan in the background, alert only when needed, and let users control what to submit. By connecting behavior data to business upside, we unlocked full support to scale the redesign.

It just makes "cents"

Provide proactive alerts

Let users know when receipts are ready and put the eReceipts feature at the forefront of Fetch.

Scan in the background

We moved manual, provider-by-provider scans to run in the background so users didn't wait for receipts to appear.

Give errors clarity

We guided users on failed scans with clear, detailed error handling so they could repair and reconnect.

Remove obstacles magically

Issues that previously required user intervention were solved with added functionality to the back end to fix captchas and login issues.

Learning through iterative launch

Before launch, I ran usability testing with users familiar with the old experience to validate key flows and surface lingering friction. Their feedback shaped the final pre-launch adjustments. After our first rollout, I followed up with targeted post-launch interviews to understand how the new system performed in real-world use. That qualitative insight directly informed our next phase of improvements which led to streamlining provider setup, reconsidering error states, and simplifying the experience further to drive more engagement.

Design at scale

Leading a strategic redesign

Background

Goal

Role

Waiting was costing millions in lost revenue

Principles and strategy

Notify only when action is needed.

Do the work before the user arrives.

Every state leads to a clear next step.

Fewer choices, clearer errors, stronger defaults.

It just makes "cents"

It just makes "cents"

Provide proactive alerts

Scan in the background

Give errors clarity

Remove obstacles magically

Learning through iterative launch

Fetch Rewards

EXXONMOBIL

FETCH REWARDS

SYSTEMS DESIGN