Tap, Track, Win 2025

Mobile App

Company

Maybank

Role

UI/UX Designer

Industry

Banking

Date

3 months

Introduction

The "Tap, Track, Win" campaign is a key initiative by Maybank to increase engagement with the MAE app. It offers users daily cashback for participating in a gamified check-in feature.

I was in charge of redesigning the campaign for the Chinese New Year (CNY) edition, focusing on creating a visually captivating user experience that aligns with the festive season and enhances user interaction.

About Business

Maybank is one of Southeast Asia's leading financial institutions and the MAE app is a cornerstone of Maybank’s digital transformation, offering a seamless platform for managing finances and engaging with users through interactive campaigns like "Tap, Track, Win."

Problem

  • The existing "Tap, Track, Win" campaign design lacked differentiation across seasonal iterations.

  • Users needed a more intuitive and festive interface to enhance their experience during the CNY period.

  • The campaign needed a fresh look to capture attention while maintaining usability and brand alignment.

Objectives

  1. Increase user participation during the CNY period by 20%.

  2. Enhance the campaign's visual appeal to resonate with the festive season.

  3. Ensure seamless user interaction with the check-in feature within the MAE app.

Research

I conducted competitive benchmarking against platforms like Touch 'n Go, Shopee, and Lazada to have a better understanding and looking for opportunities for improvement.

Some of the insights include:

  • Users value transparency in rewards and progress tracking.

  • Gamification elements make check-in activities more enjoyable.

  • Friction in accessing the feature deters engagement.

Define

“How might we create an engaging, easy-to-use daily check-in feature within the MAE app that motivates users to return regularly and claim meaningful cashback rewards?”

Some of the key challenges were identified:

  • Users may forget to check in without timely reminders.

  • Lack of perceived value if rewards are unclear or minimal.

  • Potential user drop-off if the check-in process is complicated.

Key Feature #1

Daily Check-in

  • A visually engaging "calendar" shows checked-in days and streaks.

  • Users can easily track their progress toward earning cashback.

Key Feature #2

Gamification Elements

  • Unlock badges or streak bonuses for consecutive check-ins.

  • Surprise rewards on certain days to boost excitement.

Key Feature #3

Rewards Transparency

  • Real-time cashback balance displayed after every check-in.

  • Detailed breakdown of cashback earned and redeemed.

Results

  • Increase of 25% increase in user participation during the CNY period compared to the previous iteration.

  • Achieved a 15% boost in app downloads, driven by word-of-mouth and marketing efforts around the campaign.

  • Positive user feedback highlighted the design's festive appeal and the seamless check-in experience.