Designers
Örsan Berkay Tülüce, İpek Kedici, Ekin Erden, Fırat Ergon, Nur Aras, Anıl Emmiler, Elif Arslan, Selim Barokas, Ozan Atağ
Year
2025
Category
Product
Country
Turkey
Design Studio / Department
Digital Design & Innovation
Three questions to the project team
What was the particular challenge of the project from a UX point of view?
The main UX challenge was transforming a complex loyalty framework into a frictionless, intuitive journey. Gamification elements and multi-level benefits required careful orchestration so users could seamlessly discover, understand and engage with rewards without confusion or cognitive overload. We ensured that layered rewards and gamification elements delivered its true value by refining navigation and information hierarchy.
What was your personal highlight in the development process? Was there an aha!-moment, was there a low point?
Defining the positioning of the gamified framework was a pivotal step that transformed the existing Campaigns section into a layered, dynamic, and personalized experience. A particularly rewarding achievement was observing a significant increase in user engagement in post-launch metrics following the redesign. Aligning cross-functional teams around the importance of UX-first solutions and leveraging data to inform decision-making resulted in measurable improvements in key business metrics.
Where do you see yourself and the project in the next five years?
As the loyalty landscape evolves, this approach is poised to become a benchmark for digital user engagement, inspiring how personalization can strengthen business-user relationships. The project has also the potential to evolve by integrating new scenarios, offering sustainability-driven incentives and enabling flexibility on rewards to create lasting impact beyond banking.
