Dubai Holding – Revolutionizing City Rewards WHO Dubai Holding When February 2024 creative direction UX/UI design graphic design The context Dubai is known for its cutting-edge technology, offering tourists an exceptional experience. However, the digital infrastructure for card payments was not being used to its full potential, impacting the overall experience of the city. Dubai Holding approached Bink with the goal of revitalizing their city app, in order to increase user engagement and satisfaction. The challenge The existing app offered cashback rewards (1 AED = 1 cashback point), but it lacked engagement and personalization. Users had no incentive to return once they’ve used their reward. Dubai Holding needed a solution that would increase user engagement and offer a more tailored experience. Our Proposal We pitched a complete overhaul of the app, introducing a new, gamified rewards system. Instead of traditional cashback, we designed “Smart Rewards” – personalized and engaging incentives tailored to each user’s preferences and behaviors. Our vision was to transform the app into a cutting-edge tool that not only rewards users but also enhances their overall experience in Dubai.We envisioned a Smart Economy ecosystem where data-driven insights provide both value and convenience to users and businesses alike. You can find more info on how I tackled the pitch here. Key Features of the New App Smart Rewards System Personalized and gamified rewards replace the old cashback model, making the experience more engaging and fun. Enhanced User Experience Users receive digital receipts, useful retailer information, and purchase history right at their fingertips. Seamless Integration: Users can join loyalty programs, view earned points, and access exclusive offers with just one tap. Rich Discovery A live directory of every business in Dubai, along with links to their apps, socials and loyalty programmes, enabling rich discovery experiences for both tourists and locals. Data-Driven Insights Merchants gain valuable insights into customer behavior, allowing for better-targeted campaigns and improved business decisions. We propose a transactional environment enhanced with an awareness of the identity of the buyer and seller, with both parties in full control over data sharing. With open access to all. My responsibilities Shout out to my lovely peeps at Bink: Carmen Muntean – head of CX and Marius Lobontiu – VP of product. This collaborative effort resulted in a comprehensive and modern app concept. Speaking of Bink, feel free to check my Bink rebranding project as well. As the UX/UI Designer for this project, I played a key role in bringing our vision to life. My responsibilities included: UI Design Created the user interface for the app, ensuring it was both aesthetically pleasing and intuitive to navigate. Pitch Visuals Developed all visual elements for the pitch presentation, including mockups and design assets, which you can read more about here. Ideation Joined Marius and Carmen in multiple brainstorming sessions to ideate potential features and the overall app structure, layout and flow, ensuring a seamless user experience. Design Consistency Ensured that all visual aspects of the project were consistent with the proposed brand guidelines and user expectations.