We collaborated with a new credit union to develop and design a business case for their member rewards program, aiming to deliver increased value and appeal to members. We ideated new reward concepts, developed illustrative designs, and conducted concept testing with users to evaluate desirability. Each concept was assessed using DVF (Desirability, Viability, Feasibility) criteria to prioritize a go-to-market solution. User feedback guided the refinement of the final concept, preparing it for UI development and future testing.