UX Case Study
Launching PassPrivé
From a discount-discovery app to a subscription-led lifestyle ecosystem.
PassPrivé was evolving into a platform people could rely on every time they wanted to go out: whether that meant discovering restaurants, booking experiences, paying bills, or earning cashback. My role was to help redefine the product from the ground up and create a foundation that could scale with the business.
THE context
When I joined, the product had already outgrown itself.
PassPrivé began as a discovery-focused platform, helping users find places and access offers. But the business had started moving in a new direction. Membership tiers, cashback, bill payments, bookings, merchant partnerships, and entirely new categories were becoming central to the product vision.
The existing experience wasn't built for any of this.
It required aligning business priorities, complex membership systems, and merchant visibility ecosystems into a single fluid user experience.
PROJECT SNAPSHOT
ROLE
Lead Product Designer
DURATION
3 Months (Strategy to Handoff)
TEAM
Lead PD(me), Junior PD, Founder, 2 Product Managers, 4 Engineers
SCOPE
UX Strategy, IA, Customer facing app design, DS
PLATFORM
iOS & Android Mobile App
STATUS
Successfully Launched & Scaling
PHASE 01 : THE STRATEGY
Understanding What We Were Actually Building
Before sketching any screens, we mapped the business transition.
CURRENT STATE
Discovery-Centric App
Transactional, focus on immediate one-off savings, unmonetized merchant visibility.
FUTURE STATE
Subscription Lifestyle Platform
Premium monthly retention ecosystem, curated merchant priority, value addition.
6 CORE ARCHITECTURAL CAPABILITIES TO DESIGN FOR:
Memberships
Cashback
Bookings
Bill Payments
Merchant Visibility
Future Categories
"The challenge wasn't redesigning what PassPrivé was. It was designing for what PassPrivé wanted to become."
PHASE 02 : AUDIT & INSIGHTS
The Existing Product Couldn't Support The Future
We conducted a thorough design audit of the existing consumer facing app flow. Our primary goal was identifying exactly where current user patterns and technical architecture broke down when subjected to the new business goals.
Fragmented Discovery Layout
One-size-fits-all product feeds made it extremely difficult to showcase premium partners or introduce diverse lifestyle categories.
Rigid Navigation Architecture
A hardcoded bottom bar restricted navigation expansion, limiting the effortless rollout of hotel bookings or system bill payments.
Obscured Wallet & Cashback
Users struggled to track active savings. Cumulative cashback and reward visibility were hidden deep within nested menu settings.
Fragmented Discovery Layout
One-size-fits-all product feeds made it extremely difficult to showcase premium partners or introduce diverse lifestyle categories.
Rigid Navigation Architecture
A hardcoded bottom bar restricted navigation expansion, limiting the effortless rollout of hotel bookings or system bill payments.
Obscured Wallet & Cashback
Users struggled to track active savings. Cumulative cashback and reward visibility were hidden deep within nested menu settings.
WHAT WE FOUND
Structure
Discovery-Centric Navigation
The app assumed users always knew what they wanted, completely ignoring impulse subscription actions.
Weak Content Hierarchy
Lack of visual distinction between sponsored premium merchants and generic localized discounts.
Experience
Invisible Cashback System
No immediate feedback loops indicating how much user spent, saved, or accumlated during transactions.
Vague Membership Value
Users couldn't quickly tell if their paid subscription was active or what specific tiers they qualified for.
Scalability
Category Dead-Ends
The backend could not easily handle expansion into hospitality, system booking, or merchant monetization.
Inconsistent Component Patterns
Fragmented UI systems created massive engineering overhead and user friction.
PHASE 03 : VALIDATION
Validating business assumptions
Transitioning to a paid subscription lifestyle brand required examining corporate beliefs. We prioritised our biggest assumptions and set out to validate them.
ASSUMPTION PRIORITY MATRIX
ASSUMPTION
CRITICAL RISK
Users will willingly pay a premium subscription fee for lifestyle booking convenience.
Why this matters
Paid models rely on continuous value perception. If users feel one-off discounts don't offset the fee, they instantly churn.
ASSUMPTION
HIGH RISK
Premium merchants are eager to pay for sponsored search visibility within a user's local feed.
Why this matters
Sponsorship visibility must feel integrated and organic. Excessively prominent ads instantly degrade the app's premium brand promise.
ASSUMPTION
MEDIUM RISK
Woven cumulative cashback serves as a stronger retention hook than raw point systems.
Why this matters
Cashback feels tangible and real. However, it requires instant validation and highly responsive UI loops.
This prioritization forced us to shift from a feature-first mindset to a fundamentals-first strategy. We designed for core human desires first: financial clarity, trust, and frictionless discovery.
PHASE 04 : Research
At this stage, we understood where the business wanted to go, but we still needed to understand the people it was being built for.
Since PassPrivé was still in its early stages, there wasn't enough product data to confidently guide decisions. To bridge that gap, I combined market research, competitive analysis, and conversations with people in Mauritius to understand how they currently discover places, plan outings, spend money, and perceive value.
The goal wasn't to validate a specific solution. It was to understand what "going out" actually meant in the Mauritian context.
How true are the business assumptions?
Our next step was to validate the assumptions by analysing existing discovery-led and offer-led apps world-wide. We studied external products with highly optimized, user-trained mental models across memberships, discovery tools, transactional loyalty, and premium marketplaces.
COMPETITOR LANDSCAPE
Overall Competitors
Swiggy Dineout & Scenes
Zomato’s District
The Entertainer
Memberships
Amazon Prime
Netflix
Discovery
Tripadvisor
Airbnb
Zomato’s District
Rewards
Rakuten
Nykaa, Myntra, etc.
KEY TAKEAWAYS & INSIGHTS
Immediate Value Realization
Memberships succeed when value is immediately visible. The math of subscription benefits must feel obvious at first glance without forcing manual tracking.
Tangible Loyalty Metrics
Cashback feels stronger when earnings are tangible. Consolidating rewards into an immediate cash-like balance acts as a robust user-retention anchor.
Frictionless Conversion
Discovery works best when it quickly leads to action. Decoupling exploratory browsing from quick purchase decisions creates drop-off zones.
Integrity of Recommendations
Sponsored content must remain trustworthy. Users expect highly tailored, organic-feeling discovery over excessively aggressive marketplace advertising.
Understanding the target users of Mauritius
What does "going out" look like in Mauritius? Global best practices provided useful patterns, but Mauritius operates differently from many larger digital markets. To better understand local behaviors, I spoke with residents across different age groups and lifestyles, focusing on how they discover places, plan outings, and make spending decisions.
01
Going out often involves more effort than it should.
EXPLANATION
Users were already using different tools for different parts of the journey:
•
Instagram for inspiration
•
Google Maps for discovery
•
Phone calls or WhatsApp for bookings
•
Bank offers for savings
•
Exploring new places
PRODUCT IMPLICATION
The opportunity wasn't just helping users discover places: it was making it easier to go from discovering a place to actually booking, paying, and benefiting from it.
02
Savings matter, but not in the way we expected.
EXPLANATION
Users weren't actively hunting for discounts every day. However, they highly appreciated feeling smart about their spending. Saving money felt more rewarding when users could tangibly track:
•
Exactly what they had saved on each visit
•
What they earned passively over time
•
The aggregate value they were getting back
PRODUCT IMPLICATION
Savings should be visible, cumulative, and effortless to understand.
03
Memberships need proof before commitment.
EXPLANATION
Many users expressed skepticism about paying upfront membership fees unless they could quickly calculate what they would gain in return. Abstract explanations of premium access failed to convert them without tangible examples.
PRODUCT IMPLICATION
Membership value should be demonstrated immediately in real-world scenarios rather than explained abstractly.
04
Simplicity wins over sophistication.
EXPLANATION
Compared to highly mature digital markets, users showed significantly lower tolerance for digital complexity or cluttered interfaces. Users expressed a strong preference for:
•
Familiar, intuitive design patterns
•
Clear, contextual navigation
•
Straightforward, jargon-free explanations
PRODUCT IMPLICATION
The product should feel effortless and lightweight rather than feature-heavy.
How they currently discover, book, save & pay
What does "going out" look like in Mauritius? Global best practices provided useful patterns, but Mauritius operates differently from many larger digital markets. To better understand local behaviors, I spoke with residents across different age groups and lifestyles, focusing on how they discover places, plan outings, and make spending decisions.
01
DISCOVER
Initial inspiration strikes. Audiences encounter products through organic loops and localized recommendations.
Google Maps
Word of Mouth
TikTok
02
EVALUATE
Comparing options. Prospects dive deep into reputation metrics, curated reviews, and direct social validation.
Reviews
Friends
Photos
03
BOOK
Taking dynamic action. High-touch transactional avenues close the gap, ensuring swift secure reservations.
Phone Calls
Websites
04
SAVE
Unlocking extra value. Utilizing tailored bank benefits, loyalty credit programs, or seasonal promotions.
Bank Offers
Credit Cards
Promotions
OBSERVATIONS & INSIGHTS
OBSERVATION
No single platform owned the entire journey.
Users frequently jump between discovery tools, direct messaging, and personal banking discounts just to complete a single day or night out.
“This created an opportunity for PassPrivé.”
INSIGHT CARD
Discovery was already solved.
Finding places was easy due to the maturity of external apps. The real friction occurred afterwards when trying to execute, schedule, or claim a promotion.
“The challenge wasn't helping users discover. The challenge was helping them act.”
INSIGHT CARD
Savings lacked visibility.
While users frequently capitalized on bank offers and promotions, they were disconnected, making it hard to see any aggregated, tangible value over time.
“People rarely tracked how much value they had accumulated over time.”
INSIGHT CARD
Booking experiences felt fragmented.
Coordinating direct bookings through disparate chat apps or voice calls resulted in broken user states and high abandonment rates before arrival.
“Users frequently switched between platforms and channels to complete an outing.”
PHASE 06 : Product Vision
If someone opened PassPrivé every weekend, what should it help them do?
Before exploring screens, we needed a north star. The research consistently pointed toward one thing:
People wanted convenience.
People wanted value.
People wanted rewards that felt tangible.
And they wanted all of it without effort.
This led to a product vision that shaped every decision moving forward.
PRODUCT VISION
Unlock every way to go out, save more while doing it, and get rewarded every time.
VISION PILLARS
01
Discover
Find places worth visiting.
→ Home
02
Book
Reserve instantly without switching channels.
→ Booking Flow
03
Pay
Unlock savings without hunting for offers.
→ Bill Payment
04
Earn
Get rewarded every time you spend.
→ Privé Credits
PHASE 07 : PRODUCT PRINCIPLES
A vision is useless unless it influences decisions.
We translated the vision into principles that could guide hundreds of product decisions across the redesign. These became our filters whenever new features, merchant requests or business requirements emerged.
PRINCIPLE 01
Value should always be visible.
Users should never wonder:
"What am I getting from this?"
Savings, cashback and rewards should be surfaced before, during and after every transaction.
Cashback badges • Savings receipt • Credits earned • Profile savings dashboard
PRINCIPLE 02
Reduce effort wherever possible.
The journey from discovery to booking should feel effortless.
Fewer steps. Fewer channels. Fewer dead ends.
Location flow • Booking flow • Instant booking cards
PRINCIPLE 03
Membership should feel rewarding.
Subscription benefits shouldn't be hidden behind account pages.
They should appear throughout the experience.
Upgrade cards • Plus badges • Black badges • 3x cashback banners
PRINCIPLE 04
Scale without redesigning again.
The system needed to support future categories beyond restaurants.
Hotels.
Wellness.
Shopping.
Experiences.
And categories not yet defined.
Category navigation • Location system • Merchant card system
PHASE 08 : MAPPING OPPORTUNITIES
Research told us what users wanted. The next step was deciding where to focus.
Not every problem deserved equal attention.
We mapped opportunities based on business impact and user value.
"A lot of consumer apps compete for discovery.
Few own the moment where money changes hands.
That became our strongest opportunity."
PHASE 09 : PRODUCT ECOSYSTEM
We stopped thinking in screens and started thinking in loops.
We knew that the strongest products create habits and the strongest memberships create reasons to return. On this basis, we designed a value loop.
THIS LOOP BECAME THE FOUNDATION FOR
Privé Credits
Membership Tiers
Cashback System
Merchant Exclusives
Booking Engine
THE VALUE LOOP
REPEAT
↻
1
Discover
Merchant
→
2
Book
Experience
→
3
Pay Through
PassPrivé
→
4
Earn
Credits
→
5
Unlock More
Benefits
→
6
Upgrade
Membership
→
7
Discover
More Places
PHASE 09: CONCEPT EXPLORATION
Iterations based on research so far
Each concept answered the same research findings differently. We pinned up all five, annotated what worked and what didn't, and chose the direction that could scale.
Concept 01
The Members Club
Concept 02
The Reward Engine
Concept 03
The Lifestyle Companion
WINNER (CONCEPT 03)
Concept 04
The Concierge
Concept 05
The Island Marketplace
✗ Users had less control
✗ Merchants became secondary to points
✓ Premium positioning felt strong
Hero: Progress
✓ Strong engagement loops
✗ Felt like a directory, not a membership
Hero: Status
Hero: Balance
Hero: Guidance
✓ Discovery + rewards + scale
✓ highly scalable
It balanced discovery, rewards, and membership and the foundation everything else would build on. It didn't over-optimise for status, progress, or breadth.
PHASE 11 : Structuring the Experience: INFORMATION ARCHITECTURE
Once the ecosystem was defined, the challenge became making it feel simple.
Behind the scenes there were now:
Multiple memberships
Merchant offers
Credits & Cashback
Bookings & Locations
Loyalty programs
Future categories
The architecture had become significantly more complex. The experience couldn't feel that way.
INFORMATION ARCHITECTURE
Home
Discover
Restaurants
Shopping
Wellness
Experiences
Merchant
Offers
Booking
Menu
Reviews
Payment
Rewards
Credits
Stamps
Savings
Membership
Free
Plus
Black
Profile
Activity
Bookings
Savings
Rewards
PRIMARY JOURNEY MAP
STEP 01
Discover
STEP 02
Open Merchant
STEP 03
Understand Benefits
STEP 04
Book
STEP 05
Pay
STEP 06
Earn Credits
STEP 07
Track Savings
STEP 08
Upgrade
At this point, the foundation was in place.
The vision was defined.
The ecosystem was structured.
The value loop was established.
The next challenge was turning that strategy into an interface users could navigate effortlessly.
And that's where design exploration began.
PHASE 12 : USER FLOW MAPPING
User flow journey mapping
We knew that the strongest products create habits and the strongest memberships create reasons to return. On this basis, we designed a value loop.
🏠
THE HOMEPAGE HUB
The central navigation engine. User decides exactly where value takes them next.
📍 Location
🔍 Search
💳 Pass Status
🪙 Credits
🍽️ Dining
🛍️ Shopping
💆 Wellness
🎟️ Events
<3 Favourites
⚡ Dynamic Offers
🪙 Cashback
Browse
📂 Smart Discovery Page
⚡ Instant Book • Cashback • Exclusive • Trending (Premium for paid merchants)
📍 Popular • Saved • Near me
3X
6X
Instant Book
📱 User Opens App
ONBOARDING + INTRO
✨
Value Intro Screens
1. 🔍 Discover places worth going
2. 💰 Unlock deals on every plan
3. 🪙 Earn Privé Credits as you spend
4. 💳 Stack perks while paying
5. ⭐ Make every plan worth it
STEP 01
📞 Phone Login
+230 • Quick OTP verification
MEMBERSHIP STATE
🎁
Free Pass Issued
FREE — No credit card needed
• Full discovery access
• View all active merchant offers
• 0.5% cashback on all payments
MERCHANT PAGE
⭐ Merchant Detail
• Offers: 10% off, free welcome drink
• Cashback: 1.5% to 6% clear
• Location: 0.5km away
• Favourites: Save to Date Night
Premium features for premium merchants
Pay Bill
Booking
REVENUE HERO
💳 Enter Amount
Tap 'Pay Bill' anywhere, enter bill total (e.g. Rs 2,000)
BILL SAVINGS BREAKDOWN
Original Bill
Rs 2,000
✂️ Saved instantly
-Rs 550
Privé Credits earned
20,005
Final Paid
Rs 1,450
🚀 (REVENUE HERO) Missed out on 40,005 with Black? One-tap upgrade.
🎉 Paid!
🎉 Paid!
📅 Table/Slot Booking
Select Guests, Date & Time • Under 5 taps
Choose Offer:
• Flat 10% Off Total Bill
• 2 Free Specialty Coffees
• 7%+ Cashback on Pay
KEY INTENT MOMENT
🚀 Contextual Nudge
"You could save Rs 200 more on this purchase with Plus."
🎉 Booked!
Profile
Favourites
Search
Location
👤 Profile Hub
• Active Tier: Gold Member
• Lifetime Savings: Rs 12,450
• Rewards Collected: 8 active stamps
• Recent transactions, settings, all other stuff
📊 ROI Scoreboard
"You missed Rs 3,200 more savings this month without Black."
One-tap upgrade to secure future savings
Progressive Disclosure
📌
🎯 Layer by layer, introduce value naturally with no cognitive overwhelm.
Biz Metric
📌
📊 Free users who are allowed to explore the catalog convert 4x better later.
Growth Loop
📌
💡 Try Before You Buy: No gates. Real experiential context sells the upgrade.
User Goal
📌
✅ Effortlessly filter & find premium venues worth going to this weekend.
UX Commitment
📌
🔒 Selecting and confirming the specific offer during booking mentally secures the payment later.
One-Tap Conversion
📌
🧲 One-tap checkout upgrade: no settings detour, no distraction from active transaction.
Persuasion
📌
🧠 Value at moment of intent: Show savings at the venue they are currently considering, not generic banners.
Visual Math
📌
🔢 Simple 3X/6X multipliers are significantly easier to compute mentally than raw percentages.
Loss Aversion
📌
📉 Concrete numbers: highlighting exact missed savings drives upgrades organic & contextually.
Scoreboard
📌
🏆 Cumulative tracker acts as constant proof of ROI on original membership fees.
DISCOVER
🔍 Search Home
• Popular areas surfaced on open
• Trending merchants/top-rated spots
• Category filters
• Recent searches & smart suggestions
• One-tap 'Pay Bill' button on each card
ONE-TAP PAY
⚡ Instant Pay from Search
Tap 'Pay Bill' on any search result → enter amount → cashback auto-applied.
No merchant page visit needed.
RECOGNITION OVER RECALL
🧠 Show popular areas & trending spots upfront so users recognise rather than remember.
INSTANT GRATIFICATION
⚡ One-tap pay from search results removes all friction. Find → Pay → Done.
SAVES
❤️ Favourites Hub
• All saved merchants, offers & events
• Quick access to your top picks
• Organised by your custom lists
• One-tap to revisit or pay
ENDOWMENT EFFECT
💎 Once users save something, they value it more. Custom lists create emotional ownership.
ZEIGARNIK EFFECT
🔄 Saved items create open loops — users return to complete the experience (visit, pay, book).
LOCATION
📍 Location Screen
• See popular areas in Mauritius
• Add Home, Work, Favourite spots
• Tap any area → app content adapts instantly
• Nearby merchants, offers & events shown
PERSONALISATION ENGINE
🏠 Saved locations let the app serve you proactively. Less searching, more discovering.
CONTEXTUAL RELEVANCE
📍 Content adapts to where you are. No irrelevant offers — everything is local & actionable.
PHASE 14 : DESIGN SYSTEM
Creating consistency across a growing ecosystem
A modular system enabled new categories and features to be introduced without creating entirely new interaction patterns. (You will find a separate case study on the design system on my portfolio!)
I researched many other design systems and the very base to our systematic approach was the creating of atoms first. It was a classic problem for the chicken and egg initially, and after many trials and errors - we found the base to building a design system.
MAIN ICONOGRAPHY
FILTERS
CARD TAGS
Membership Tiers
ARTICLE BANNERS
TOP BANNERS
MERCHANT CARDS
Full system documentation — spacing, grids, motion, accessibility — covered in a dedicated case study.
PHASE 14 : HIGH-FIDELITY EXPERIENCE DESIGN
Translating strategy into product experiences
Every major screen in the product was designed to solve a specific behavioural challenge uncovered during research. Rather than presenting screens individually, this section focuses on the product decisions each experience was responsible for supporting.
01
Onboarding Flow
How a new user enters the ecosystem — from first launch to reaching the homepage with a free membership pass.
DESIGN ANNOTATIONS
📍 Progressive Disclosure — Benefits introduced one concept at a time rather than presenting everything upfront.
📍 Benefit-Led Messaging — Onboarding focuses on outcomes users care about — savings, rewards, exclusive access.
📍 Early Mental Model — Users grasp Discovery → Savings → Rewards before entering the core product.
✓ Value before commitment
02
Discovery flow
How a new user enters the ecosystem — from first launch to reaching the homepage with a free membership pass.
DESIGN ANNOTATIONS
📍 Progressive Disclosure: Benefits introduced one concept at a time rather than presenting everything upfront.
📍 Benefit-Led Messaging: Onboarding focuses on outcomes users care about - savings, rewards, exclusive access.
📍 Early Mental Model: Users grasp Discovery → Savings → Rewards before entering the core product.
✓ Value before commitment
✓ Show, don't tell
HOMEPAGE
DINING page
SHOPPING page
wellness page
03
Merchant detail and booking flow (Dining)
How a new user enters the ecosystem — from first launch to reaching the homepage with a free membership pass.
DINING FLOW
PAYMENT FLOW
BOOK A TABLE FLOW
DESIGN ANNOTATIONS
📍 Progressive Disclosure — Benefits introduced one concept at a time rather than presenting everything upfront.
📍 Benefit-Led Messaging — Onboarding focuses on outcomes users care about — savings, rewards, exclusive access.
📍 Early Mental Model — Users grasp Discovery → Savings → Rewards before entering the core product.
04
Merchant detail page and booking flow (Showing dining)
How a new user enters the ecosystem — from first launch to reaching the homepage with a free membership pass.
06
Favourites (Bookmarking & saving)
How a new user enters the ecosystem — from first launch to reaching the homepage with a free membership pass.
SAVE/BOOKMARK SCREENS
saving/bookmarking flow
Feature Showcase
9 key product flows designed to drive engagement, retention, and revenue through a rewards-first membership ecosystem.
01
Privé Credits: A Currency That Rewards Loyalty
Traditional loyalty programs delay gratification and hide value behind fine print. Privé Credits flip this — users earn immediately, see their balance grow in real-time, and understand exactly what each tier unlocks.
DESIGN DECISIONS
→ Recognition Over Recall
→ Category Mental Models
→ Progressive Exploration
+34% tier upgrade rate after showing earnings preview
Users needed to see credit value in real-time to trust the system
02
Making Membership Value Tangible at Every Touchpoint
Rather than burying benefits in settings, every interaction surfaces membership value contextually — showing savings as users browse, dynamic pricing comparisons, and real-time benefit indicators.
DESIGN DECISIONS
→ Predictable Personalisation
→ Category Mental Models
→ User-Driven Control Loop
→ Background Geofencing
Membership awareness up 2.3× after surfacing benefits inline
Contextual value > buried settings pages
05
Intuitive Discovery for a Large Catalogue
Discovery was restructured around natural browsing patterns — categories that match how people think about spending, not how merchants are organised internally.
DESIGN DECISIONS
→ Recognition Over Recall
→ Category Mental Models
→ Progressive Exploration
Category mental models > merchant taxonomies
Progressive disclosure for 200+ merchants
06
Location as a Living, Ambient Filter
Location influences every recommendation within the ecosystem. Rather than burying it in settings, it became a visible, always-active control — because people don't always search from where they live.
DESIGN DECISIONS
→ User Control
→ Context Awareness
→ Predictable Personalisation
Location as ambient control, not a buried setting
07
Savings Clarity Before the Purchase
Research revealed uncertainty around membership ROI was a key barrier. Users needed to see whether upgrading would pay off — before committing.
DESIGN DECISIONS
→ Decision Support
→ Cost-Benefit Transparency
→ Reduce Purchase Anxiety
"Will upgrading save me money?" — show, don't tell
Pre-payment calculators reduced drop-off by 28%
03
3X / 6X Savings Multipliers
A pay button on every merchant card and search result — find, tap, pay.
Annotation
→ Reduced Friction
→ Contextual Actions
→ Speed-to-Value
✓ Celebrate value immediately
✓ Savings should never require maths
04
Transforming Every Payment Into a Celebration
DESIGN DECISIONS
→ Immediate Feedback
→ Positive Reinforcement
→ Reward Visibility
→ Reduced Mental Calculations
08
Stamp Rewards: Building Long-Term Habits
Transactional rewards alone rarely drive habit formation. Stamp rewards introduce a collection mechanic that gives users a reason to return — turning one-time visits into recurring behaviour.
DESIGN DECISIONS
→ Collection Behaviour
→ Goal Completion
→ Variable Rewards
Collection mechanic turns one-time visits into recurring behaviour
09
Quick Bill Payment
A pay button on every merchant card and search result. Find, tap, done — reducing friction from discovery to transaction completion.
DESIGN DECISIONS
→ Reduced Friction
→ Contextual Actions
→ Speed-to-Value
< 2 taps from discovery to payment
PHASE 15: SUCCESS FRAMEWORK
Defining success before launch
Before implementation began, we aligned with stakeholders on how success would be measured.
NORTH STAR
Total Value Generated Through The Platform
User Growth
Acquisition and early activation
Signups
Activation
Discovery
Finding and exploring merchants
Merchant Views
Search Usage
Category Exploration
Transactions
Conversion and payment completion
Booking Conversion
Bill Payments
Membership
Tier movement and retention
Upgrade Rate
Renewal Rate
Retention
Repeat usage and stickiness
Repeat Usage
Monthly Active Users
PHASE 16: impact
What happened since the launch?
These aren't vanity metrics. They're the signals that told us the redesign was doing what it was supposed to — changing behaviour, not just appearance.
Membership upgrades increased after rewards integration
Merchant engagement grew through discovery features
Discovery depth improved with ecosystem navigation
Repeat usage rose as the value loop took hold
Payment adoption expanded beyond initial projections
Exact figures are confidential. Directional outcomes shared with permission.