Tap, Track, Win

Maybank

Mobile App

2024

UI/UX Designer

🧠 Context & Problem

The MAE app by Maybank serves as a one-stop platform for everyday banking—enabling users to check balances, transfer funds, pay bills, and more. While its functionality was robust, usage analytics showed that users typically stuck to a few core tasks and rarely explored the app beyond the essentials.

Maybank wanted to change this behavior by introducing “Tap, Track, Win”, a campaign designed to reward users for consistent engagement and use of specific features. The goal was to:

  • Encourage repeat logins and interactions to foster daily app usage.

  • Promote underused features like QRPay, DuitNow, and bill payments.

  • Introduce a campaign that’s easy to understand and low-effort to participate in.

However, with a broad user base that included both digitally savvy users and traditional banking customers, the challenge was to craft an experience that was fun, motivating, and instantly understandable across demographics.

🔍 Research & Insights

To explore effective models for gamifying banking behavior, I conducted a competitive analysis of regional and international fintech products with strong engagement patterns.

Apps studied:

  • Revolut – Uses gamified challenges to encourage financial discipline.

  • GCash (Philippines) – Offers check-in rewards and cashbacks via missions.

  • Shopee – Although not a finance app, its daily check-in streaks and coin systems were highly effective at building habits.

Key Takeaways:

  • Campaigns that required too many steps or reading failed to attract continued participation.

  • Users are more likely to return if they feel they’re progressing toward a short-term goal.

  • Progress bars, badges, and daily indicators created momentum.

  • Frictionless reward redemption increases satisfaction and boosts credibility—users dislike complicated prize claims.

These insights helped shape a campaign that would feel familiar and intuitive while still being distinctively Maybank.

🧪 Design Process

With simplicity, clarity, and motivation as the design pillars, I crafted an experience that allowed users to join, participate, and benefit without needing detailed onboarding or tutorials.

Wireframing & Prototyping

I created low-fidelity wireframes to explore different layouts for:

  • Check-in status tracking

  • Transaction progress visualization

  • Reward claim interactions

These were followed by high-fidelity prototypes tested internally. We explored:

  • Whether to show rewards upfront vs. surprise-and-delight later

  • Using linear vs. circular progress formats

  • How early to show milestones to encourage continuation

🔑 Key Features

To drive continued engagement without overwhelming users, the core campaign was built around a few well-placed features that offered clarity, control, and encouragement.

✅ Daily Check-Ins (with Flexibility)

Users could tap in to “check-in” on any 7 days within the month—not necessarily consecutive. This decision was made to lower the perceived barrier and reduce pressure while still fostering habit-building behavior.

📊 Visual Progress Tracker

A persistent, easy-to-read progress bar helped users track:

  • How many check-ins they had completed

  • How many eligible transactions they had done

  • How close they were to the next reward

This added a sense of momentum that encouraged return visits.

🔔 Smart, Timely Reminders

Push notifications were sent only when relevant—for example:

  • A friendly nudge when users forgot to check in

  • A prompt if they were one transaction away from unlocking a prize draw

This ensured users didn’t feel spammed, but instead supported.

💰 Seamless Reward Redemption

Users didn’t need to “claim” rewards manually. Eligible cashbacks were automatically credited to their MAE wallet, and prize draw entries were confirmed with instant visual feedback.

This eliminated post-action friction and increased user trust in the campaign.