CapitaStar sought to revamp its mobile app as part of a transformative initiative for their 1.5 million members. Manually scanning receipts to earn STAR$ can prove cumbersome, and CapitaStar wanted to automate the experience of earning STAR$ – a big bet to enhance engagement and align with evolving user expectations.
Apart from ensuring a user-centric design for seamless, intuitive exploration, the redesign needed to introduce a vibrant, youthful aesthetic, with thoughtful gamification elements to drive sustained engagement, mall spending, and traffic.
The goal was to strike a balance between user delight and business objectives, particularly in driving engagement and monetisation.
We adopted a structured, user-centric approach to reimagine the CapitaStar app experience:
Redefined rewards programme
Redesigned the STAR$ earning experience so that users can earn STAR$ automatically without manual scanning of receipts. The intuitive UX ensured a seamless transition with the new mechanics, reinforcing CapitaStar position as Singapore’s leading loyalty program.
Refreshed visuals with a touch of gamification
Designed a modular, dynamic interface with a fresh, youthful visual language, optimising content scannability for a user-centric experience. Integrated interactive elements and strategic gamification such as progress badges and countdown timers to drive deeper engagement and sustained user interaction.
Testing of new features
Conducted concept testing on new features to analyse user behaviour, uncover pain points, and validate proposed designs. Key insights informed UI/UX enhancements that streamlined navigation and improved usability.
Clear monetisation pathways
Strategically introduced non-intrusive ad placements, featured promotions, and premium offerings to optimise revenue while maintaining a seamless user experience.
The CapitaStar app revamp introduced a refreshed, user-centric experience with an enhanced STAR$ earning system. By seamlessly integrating vibrant aesthetics, intuitive navigation, and gamified interactions, the app became a dynamic hub for discovery and rewards.
Strategic design enhancements created a cohesive and engaging user journey, while comprehensive usability testing ensured alignment with user needs—striking the perfect balance between delight and business goals.
This transformation unlocked new monetisation opportunities and paved the way for future innovations, cementing CapitaStar’s dominance as Singapore’s premier loyalty app.
