Consumer Journey Enhancement for Singsaver

Worked with Singsaver to evaluate and improve consumer journeys across financial products, focusing on loyalty mechanics, cashback incentives, and alternative payment methods. The goal was to increase conversion while deepening engagement with young adult users.

BRIEF Audit existing flows, identify usability and loyalty gaps, and test incentive models that could drive repeat engagement without adding friction.

METHODS • Conducted UX heuristic audit of core journeys (insurance, payments, and incentives). • Ran moderated user interviews and unmoderated usability tests to capture friction points and loyalty perceptions. • Synthesized qualitative insights with conversion funnel data to prioritize opportunities. OUTCOMES • Redesign of travel insurance journey increased conversions by 15%. • Defined and tested new loyalty and incentive concepts (cashback, tiered rewards, and alternative payment options). • Delivered a research-backed playbook for loyalty innovation, combining behavioral insights with actionable design directions.