• Design
  • User Experience
  • Visual Design
  • User Research
  • Design Strategy
Loaded
Share Rewards 3.0

Project Status

Feature Completed
Moved into the Super App

Skills Used

Product Design
Art Direction
Interaction Design

Challenge

After the successful launch of SHARE 2.0 at Majid Al Futtaim, the next step in the product roadmap was to transform the app experience

Approach

Our objective was to elevate the app experience to a whole new level of immersion, gamification, and engagement. Our journey began with the family feature.

Welcome to
Share Family 3.0

Family Share is a perfect solution to create, manage and enjoy shared rewards and discounts

Learn.

Current UX Assessment

01/

Prioritize and present few choices

Not all features can be primary and compete for users” attention at all times. Prioritize features as primary, secondary tertiary based on users needs as well as business requirements to build a scalable navigational framework that focuses on a user’s action. The more choices a person is presented with, the harder it is for them to choose. Remove the “nice to haves” and focus instead on the necessary alternatives a person needs to make in order to greatly impact the outcome.

02/

Group related objects near each other

Not all features can be primary and compete for users” attention at all times. Prioritize features as primary, secondary tertiary based on users” needs as well as business requirements to build a scalable navigational framework that focuses on a user’s action. The more choices a person is presented with, the harder it is for them to choose. Remove the “nice to haves” and focus instead on the necessary alternatives a person needs to make in order to greatly impact the outcome.

03/

Keep it consistent

Usability is greatly improved when elements that behave the same, look the same. Navigational mechanisms, organizational structure and metaphors used throughout the design must be predictable and reliable. When things don’t match up between multiple areas, the experience can feel disjointed, confusing and uncomfortable. People will start to question whether they’re misunderstanding the intended meaning or if they missed a key cue. Consistency implies stability, and people always want to feel like they’re in good hands.

04/

Provide a strong navigational scent

People don’t like to guess. When they click around your product, they aren’t doing so haphazardly; they’re trying to follow their nose. If what they find when they get there isn’t close to what they predicted, chances are they’re going to give up and go elsewhere. Make sure that you guide them intuitively and properly set expectations so that you don’t lead people down the wrong path.

Design Opportunities.

What If

Make it less transactional And way more inspiring.

Add fluidity & thoughtful motion and moments of delight.

Let things breathe, make it less busy and more effortless.

Re-invented Navigation Framework.

In Motion

Defining the Navigational Framework First — Approach

The Navigational Framework in motion has revolutionized how users navigate our application, offering a seamless and visually engaging experience. It redefines navigation, making it efficient and aesthetically pleasing, setting a new standard for user-friendly design.

Design Pillars

Joyful
In design we are inspired by our brand values where we aspire to go to every length we can, to add a little more sunshine to the lives of all & trade in smiles. Our interactions with the user through these designs need to evoke a similar experience of joy. A carefully-placed animation, or a well-timed sound effect can be a joy to experience. After all our intention is to create memorable moments of joy.
Smart
Smart design enhances human ability. Smart reflects a drive to get users to their goal in the shortest amount of time on task. Ask only the absolutely necessary questions. Force only the mandatory decisions and learn from previous experiences so that future interactions are informed.
Inspiring & Fun
Our design should reflect the similar attributes of our brand. To inspire and enable our members to open the door to a world of opportunity and possibility, in a fun & delightful manner. Delight users in surprising ways without hindering primary tasks.
Effortless
Subtle effects contribute to a feeling of effortlessness and bring the interface to life. That interaction, the tasty bit of microcopy that just informed a decision and/or made you smile, the smoothness of transition all part of an effortless solution.

Bringing it to life

New Structure

We crafted a new IA for the landing screen. Redesigning this screen was a crucial step going into a new fluid design language for the new Share App.

New Home Screen

  • We made some user-friendly changes to the app. Now, you can swipe to quickly access the most important parts, like Offers and Family. We tucked away less important stuff under “More,” including your profile.
  • We also made transactions easy to find by putting them next to your points, so everything related is together.
  • Instead of the usual notification panel, we added a fun, removable feature that’s more like a game.
  • We organized experiences into categories so you can see offers right on your home screen.
  • And we always kept the main buttons within easy reach of your thumb, making it easier to use and access the app.

Challenges within business

Aligning with business goals required a slight departure from SHARE Rewards’ established brand style. Despite initial resistance from the business team, we demonstrated the necessity through successful testing of the POC for an enhanced customer experience. First time using fluid navigation, integrating animations for a fun experience. Steep learning curve.

Family Onboarding

  • Onboarding screens had to be redone for every feature. We used an illustrative style to make it more friendly and fun.
  • The transformation from Images to Illustrations had a huge impact on users” understanding of the feature.
  • Reduction of the overused maroon color and interactive animation onboarding screens were introduced.

Back-end system Update

Moving from just an email address to multiple invite options required an update of the back-end system. It took a cross-team effort to make this feature usable for the end customers. Worked closely with the dev team to make this fluid flow possible. Quite challenging but it helped me build a great understanding of how mobile developers operate.

Creating Family Group

  • A centralized place to manage family group
  • Quick interaction to navigate between each member.
  • Grouped information about the selected item. In this case, the group balances with the stats button below it to show the full graph for stats.
  • Family notifications are to be sitting inside the feature itself. A removable component with the capability of multiple notifications to be swiped.
  • A new feature of Group Goals was introduced.
  • Once the user swipes down to goals, the thumbnail turns to full width with categories on top that are swiped from left to right.

Earning together

This feature represented an advancement in the loyalty sector. As earning and transferring points became commonplace, our goal was to introduce a gamified experience, offering customers incentives to use and invite others to join the app. Additionally, this innovation enables the product team to deliver new and innovative offers to customers.

GIFT Points

  • Gifting points to other SHARE members is a key feature in the current version of the app.
  • Made it very easy and quick to gift points to family members within the family feature. The user only has to select the member and start gifting points with few taps.
  • A full interactive way to gift points to multiple group members at the same time.
  • Since it was from your SHARE balance and not the group points, it had to be highlighted while entering gift points.

Family Goals

  • A new feature: Users are able to set group goals to earn points towards something every member likes.
  • The group head can set a goal or ask for votes. More control for all group members.
  • Once the goal has been set. It appears on the landing screen of the family group with the total and earned points.
Did you make it till end?

Watch it in action

The team 🚀

Gustavo — Head of Design
Gagan — Senior Manager UX Research
Hesham — Senior Product Designer

During my tenure

As the second designer brought on board for the Majid Al Futtaim Super App, I had the opportunity to contribute to various products like Mall of the Emirates, Vox Cinema, City Centres, and Share. Working with my team was particularly intriguing, and I learned valuable insights from my colleagues. The exposure to different projects allowed me to understand the intricate business dynamics of loyalty programs, enhancing my overall skill set and contributing to the success of the Super App.

Next Project
Shipa