BlueSG
I led a focused discovery and product-design sprint that consolidated promotions, vouchers and challenges into one Rewards hub—then used first-week analytics to understand how customers explored each reward state.
A concise project brief that makes my individual contribution, collaborators and definition of success clear before the detailed process.
Customers encountered promotions across two disconnected entry points: one page for entering promo codes and another for seeing issued vouchers. The split mental model made rewards hard to discover, expiry and eligibility unclear, and auto-applied voucher logic difficult to trust.
The breakthrough was not a new voucher card. It was giving every reward one understandable place in the customer journey.
I connected behavioural, operational and qualitative evidence before choosing a solution. Each signal created a concrete design implication.
Customers entered a promo code from Promotions but found issued vouchers inside payment, forcing them to remember two navigation paths and two different meanings.
The information architecture needed one destination organised around customer value—not internal reward types.
Grab, FairPrice+ and similar services had already taught customers to look for a wallet-style Rewards destination for benefits earned through the app.
Using the familiar Rewards label could lower learning friction while remaining broad enough for future loyalty mechanics.
Minimal descriptions, weak expiry cues and invisible auto-apply logic left customers unsure what a voucher was for, when it would expire and why it had been used.
Every state needed clearer context, urgency and an explanation of what the system would do next.
The blueprint keeps the customer journey, visible product behaviour and operational responsibilities connected across the same sequence.
Notices a reward from navigation, a home nudge, a notification or the rental flow.
Each entry point leads to the same Rewards destination and preserves the customer's intent.
Campaign, voucher and eligibility data resolve to the correct reward state.
Understands what can be used now, later or through a challenge.
Active, Upcoming, Challenges and History organise the hub around action and timing.
Reward status, validity and customer eligibility determine where each item appears.
Checks value, eligibility, expiry and how the reward will be applied.
Cards and details expose the information needed to decide with confidence.
Terms, expiry and auto-apply rules are translated into customer-facing language.
Enters a promo code, accepts a challenge or proceeds toward a qualifying rental.
A prominent code field and clear calls to action reduce the activation threshold.
Validation returns success, eligibility or error states without breaking the journey.
Uses the reward on a rental or reviews a used or expired item later.
Applied status and history make the system's behaviour visible after the event.
Event instrumentation tracks exploration and activation for iteration.
Scroll horizontally on smaller screens to follow the complete service.
Explore the original Rewards discovery boardThe artefacts were useful because they helped the team make choices. This is the evidence-to-decision trail behind the final experience.
Promotions described marketing, while Vouchers described only one reward type. Singapore customers already recognised Rewards as the broader mental model.
Use Rewards as the single scalable label for codes, vouchers, challenges and later loyalty mechanics.
A menu-only destination would improve structure but would not create a pre-rental discovery habit.
Combine a persistent navigation entry with contextual nudges from home, notifications and the rental flow.
Hiding used or expired items removed context, while invisible auto-apply logic created distrust.
Expose active, upcoming, challenges and history, with expiry and auto-application explained at card and detail level.
I treated the operating experience and the interface as one system. Each lens solved a different part of the same problem.
Shaping the ecosystem, hand-offs and operating model.
Turning service decisions into clear, usable product behaviour.
Mapped where customers entered promo codes, where they discovered issued vouchers and where the journey lost context. The audit reframed the problem from 'improve a page' to 'repair the reward mental model'.
Reviewed Grab, Gojek, GetGo and Lyft patterns, then compared Promotions, Vouchers and Rewards against familiarity, emotional tone, scope and future extensibility.
Defined the bet: one central hub with clear reward details, urgency and prominent code entry would increase pre-rental discovery, redemption behaviour and confidence while reducing voucher-related questions.
Mapped direct navigation, home and notification nudges, rental-flow entry, voucher details, code application, challenges and used or expired history before moving into high-fidelity design.
Used event funnels to see which states customers explored: Next Rental, Upcoming, promo-code Apply, Challenges and Used or Expired. The readout established a launch baseline rather than overstating long-term impact.
These constraints shaped the solution, the order of work and the compromises I made with the wider team.
A single destination could become a catch-all that made vouchers, codes and challenges harder to scan.
I organised the hub around customer timing and intent—what can be used now, what is coming, what can be earned and what already happened.
Soonest-expiry auto-application protected value but felt arbitrary when the rule remained invisible.
I kept the operational logic while surfacing which reward would be applied, why and when.
More reward entry points could create noise inside a task-oriented mobility product.
I used contextual nudges and a stable hub rather than forcing the complete reward experience into the rental flow.
First-week Mixpanel funnels shown on the source board. Event counts and percentages describe early exploration among roughly 989–995 observed visitors; they do not establish retention, revenue or causal lift.
Explore the original Rewards discovery board Open the Rewards Hub high-fidelity designThese connected mobile states show the product-design value behind the new information architecture: customers can see what applies now, what is coming next and why a specific voucher will be used.
The primary state answers the most urgent question first: which reward will apply now. Eligibility, remaining value and expiry sit together so customers can act without opening every voucher.
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Upcoming rewards are grouped by when they unlock, while history and offer discovery remain available without competing with the active reward journey.
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The detail sheet confirms auto-application, benefit, expiry and key terms in one focused view—making an automated rule feel transparent rather than arbitrary.
View full-size UIConsolidated Promotions and Vouchers into one understandable Rewards destination.
Established Next Rental as the most explored state in week one, opened by 370 visitors (37.4%).
Created meaningful discovery beyond issued vouchers: 318 visitors opened Upcoming and 289 explored Challenges.
Made the full lifecycle visible, with 253 visitors reviewing Used or Expired rewards during the first week.
I turned a fragmented navigation problem into a coherent product model, then connected the model to first-week evidence instead of ending the story at polished screens.
Naming was a product decision: choosing Rewards created room for vouchers, codes and challenges while aligning with an existing Singapore customer mental model.
I would compare repeat visits, reward activation and rental conversion by entry point, then test whether expiry nudges and challenge progress create durable habits beyond launch week.