# Experience Design Guide
source: https://developer.mastercard.com/user-account-management-service/documentation/experience-design-guide/index.md
### What is an Experience Design Guide? {#what-is-an-experience-design-guide}
The User Account Management Experience Design Guide is designed to equip issuers with best-in-class user experience practices and practical resources for implementation.
Inside, you will find cardholder UX journeys for Loyalty Rewards from a user management point of view. Our aim is to simplify go-to-market execution, accelerate adoption, and support sustained engagement with Loyalty Management.
This guide is tailored for product owners, designers, and developers who are building and launching Mastercard Loyalty Rewards within their own digital environments.
#### Design {#design}
Access the full product journeys including white label Figma flows
[Learn more](https://developer.mastercard.com/user-account-management-service/documentation/experience-design-guide/design/index.md)
#### Moments that matter {#moments-that-matter}
Highlights in the product journey for the consumer
[Learn more](https://developer.mastercard.com/user-account-management-service/documentation/experience-design-guide/momentsthatmatter/index.md)
### The product {#the-product}
User Account Management is part of the broader Mastercard Loyalty Management API service. This specific API focuses on the user management aspect of loyalty management. This includes enrollment of users or accounts, updating and viewing user or account details, and reporting a card lost or stolen.
### The key user persona {#the-key-user-persona}
Based on our research, we created a persona to help us shape our designs and highlight the demographics of a key user.
**Meet John,** he is 30 and lives in the United States. He is a working professional who frequently uses his credit card reward points.
**Behaviors:** He actively tracks his reward points earnings on his bank's rewards website.
**Desires:** He wants to have a smooth and robust rewards website so that he can optimize his points earn and spend.
**Pain Points:** He finds it frustrating when the rewards site does not work well, such as when certain rewards or benefits are hard to find or redemptions are complicated. He wants an easy-to-use rewards website where information is quickly digested.
Next: [Design](https://developer.mastercard.com/user-account-management-service/documentation/experience-design-guide/design/index.md)