BlueSG
Promotions and issued vouchers lived in different parts of the app and behaved differently. I led a focused discovery and design sprint to create one Rewards hub, then used first-week analytics to see which states customers actually explored.
A short project brief before the detailed story: the setting, my responsibility, the people involved and the outcome we were working towards.
One path accepted promo codes; another showed vouchers already issued. Customers had to remember both, with little explanation of eligibility, expiry or automatic application. The work was as much about naming and mental models as it was about the screens.
The useful change was not a new voucher card. It was giving every reward one place and a clear state in the customer journey.
Behavioural, operational and qualitative evidence did different jobs. Together, they helped define what the team needed to solve before choosing a direction.
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 connects the customer journey, product behaviour and operational responsibilities 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 mattered when they helped the team choose. These are the questions, evidence and decisions behind the final direction.
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.
The operating service and the interface formed one system. Each lens addressed a different part of the same problem.
Shaping the ecosystem, hand-offs and operating model.
Turning service decisions into clear, usable product behaviour.
The audit traced where customers entered codes, found vouchers and lost context. That changed the brief from improving one page to creating a coherent reward model.
I reviewed Grab, Gojek, GetGo and Lyft, then compared Promotions, Vouchers and Rewards for familiarity, tone, scope and room to grow.
The hypothesis was that one destination, clearer detail, visible urgency and prominent code entry would improve pre-rental discovery and confidence while reducing voucher-related questions.
The flow covered navigation, home and notification nudges, rental entry, voucher detail, code application, challenges and used or expired history before high-fidelity work began.
Event funnels showed which states people explored: Next Rental, Upcoming, Apply, Challenges and Used or Expired. I used the readout to identify the next questions rather than claim durable behaviour change.
These constraints affected the direction, the order of work and the compromises made with the wider team.
Putting vouchers, codes and challenges together could make every reward harder to scan.
I organised the hub around timing and intent: what can be used now, what is coming, what can be earned and what has already happened.
Applying the soonest-expiring voucher protected value, but the rule felt arbitrary when customers could not see it.
The logic stayed in place, while the interface made clear which reward would apply, why and when.
More entry points could add noise to a product people mainly open to complete a rental.
Contextual nudges led to a stable hub instead of forcing the whole 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 UIPromotions and Vouchers became one Rewards destination.
Next Rental was the most explored state in week one, opened by 370 visitors (37.4%).
A further 318 visitors opened Upcoming and 289 explored Challenges.
During the same week, 253 visitors reviewed Used or Expired rewards.
I turned a navigation problem into a product model, then followed the design into launch data rather than ending the story at high-fidelity screens.
Naming was part of the product architecture. Rewards covered vouchers, codes and challenges while matching a mental model customers in Singapore already knew.
I would compare repeat visits, activation and rental conversion by entry point, then test whether expiry reminders and challenge progress create habits beyond launch week.