NTUC Link runs one of Singapore’s largest consumer loyalty rewards program. By shopping, picking up groceries, eating out, and even pumping gas, the 2 million members of the Plus! program can earn points and redeem them for rewards.

While NTUC Link has a robust website for the Plus! program, it lacked a native mobile app and turned to Favorite Medium to strategize and envision the next generation of NTUC Plus!.

We conducted user research to learn what features members wanted most out of a mobile app. These insights informed our design — an engaging app that's delightful to use and personalized for each user. Careful to strike a balance between a simple interface and fun, interactive elements, we were also mindful of creating an app that would appeal to a wide range of users, from teenagers to seniors. Members can clearly see the value of their points and participating retailers nearby. When it comes time to redeem points, customization allows users to view only the rewards that interest them, be it tasty meals or vouchers to their favorite retailers.

• Conducted a mix of lab-based and on-site user interviews with various loyalty program members and mobile payment users in Singapore
• Synthesized and analyzed insights to form 2 distinct design strategies
• Identified different customer segments, ideated and designed segment-specific app features
• Conducted concept testing
• Collaborated with stakeholders and internal design team to craft new end-to-end B2C mobile app experience