Lifestyle & Rewards — Golan Sarig

ABOUT

A strategic initiative within UOB's TMRW mobile banking app — Singapore's first digital-only bank built for millennials. The Lifestyle & Rewards feature set was designed to deliver personalized deals, drive engagement, and reduce acquisition costs through a loyalty programme that felt genuinely tailored to each user rather than another generic rewards card.

PROCESS

01 Discovery Phase

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Ran deep-dive research into TMRW user behaviour, competitive loyalty programmes across APAC, and internal stakeholder goals. Mapped user journeys around deal discovery, reward redemption, and feature engagement — identifying where existing flows created friction and where emotional engagement dropped off.

02 Workshop & Co-Design

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Facilitated co-design workshops with product, marketing, and engineering teams to align on personalisation strategy, feature prioritisation, and content architecture. Translated business objectives (cost reduction, acquisition) into design principles that could guide every interaction decision.

03 Testing & Iteration

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Conducted usability testing with TMRW users across multiple prototype iterations — validating deal discovery flows, reward visibility, and redemption UX. Led UAT coordination with engineering, ensuring final implementation matched designed intent before release.

KEY FEATURES

Personalized Rewards

AI-curated deals and offers surfaced to each user based on spending behaviour, preferences, and lifestyle profile — making every session feel relevant.

Enhancing Feature Visibility

Redesigned information hierarchy to ensure high-value rewards and offers were immediately visible — reducing the steps between intent and discovery.

Unified Rewards View

Consolidated points, cashback, and deal history into a single, scannable rewards hub — replacing a fragmented multi-section experience with one coherent view.

SUMMARY

Led the research, design, and testing of TMRW's Lifestyle & Rewards feature — a personalized loyalty experience built to drive user acquisition and engagement within UOB's digital-only banking platform. Delivered a unified rewards view that reduced fragmentation, surfaced value earlier in the user journey, and gave the product team a scalable framework for ongoing personalisation expansion.

KEY CONTRIBUTIONS

UX Designer

Stakeholder Management

UAT Testing

Lifestyle & Rewards: UOB TMRW