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Lead Product Designer
Chartered Partners
2021
Mobile App
B2C
Chartered Partners was preparing to launch a new online bank in Singapore.
As part of the launch, they planned to offer new customers attractive cashback rates and the opportunity to unlock even better rates the more they used the app. The cashback would be given as 'Link Points', a popular rewards scheme in Singapore used by most people and available in major retailers.
Problem
The task was to design screens for the cashback scheme that effectively communicated the offering and enabled users to see which bonus rate they were currently on, their progress towards the next level, and a breakdown of their transactions and how many bonus points they had earned.
An initial low-fidelity prototype designed internally by Chartered Partners performed poorly in usability testing. Users struggled to understand the offering and how the progression worked.
A/B TestingBy analysing the user feedback and test data, we found that the main problem for users was understanding what the bonus refers to. Most assumed they were on the introductory rate and completely missed the opportunity to unlock better rates.
To address this, context was added, and the hierarchy was improved. The bonus tiers were made the focal point of the screen, a progress bar showed precisely how many bonus points were 'on hold' to encourage engagement and contextual tooltips were added so users could get additional information on the program.
OutcomeThrough a series of quick iterations and A/B testing, a better-performing solution was designed. Comprehension rose from 30% to almost 70% of users being able to explain how the bonus scheme works, and 80% of users completing the expected journey successfully.
The loyalty scheme screens were delivered and incorporated into the app when the new Bank launched.
Selected screens
End-to-end flow
Agency: Hi Mum! Said Dad
Product Designer: Yarden Gur
Product Strategist: Matt Diffey
Product Manager: Jeevan Jayaprakash