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.
Developed a tailored rewards experience that catered to user preferences. This feature was designed to increase engagement by making rewards more relevant and accessible.
Users lacked interest in the rewards due to irrelevant offerings.
Partnered with Fave to personalize rewards based on users' geographical locations and spending habits, making offers more relevant and engaging.
During the workshop, several new features were introduced that required rethinking the header layout to support improved visibility and usability. The goal was to accommodate new elements while maintaining the clean and recognizable style of the existing header.
With new features like "Rewards Wallet" and "Favourites," the old header layout no longer provided a logical structure for easy access, impacting overall engagement.
Through multiple iterations we explored approaches to organize the expanded feature set. The final design grouped similar actions together, making rewards, QR pay, and search easily accessible.
Consolidated various rewards into a single, easy-to-navigate view, simplifying the user experience and enhancing accessibility.
Users struggled with navigating multiple rewards systems and were unsure about redemption details, especially with varying expiry dates.
Developed a dedicated rewards wallet that aggregated all types of rewards, providing a clear and comprehensive view for users to manage their benefits.
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.