Portfolio »

Rollin’ Rewards

How might MoneySmart secure first-party data from users while providing a meaningful experience to them?

A positive cyclical momentum is created for the business when MoneySmart secures as much first-party data from our current and new users in order for us to target and re-target them to purchase financial products from the banks and providers that we have partnerships with. My scrum team and I worked with our marketing team to ideate a solution that will be a win-win for both the business and our users.

Providing first-party data for a chance to win!

Rollin’ Rewards is a means to motivate users to provide MoneySmart with their first-party data such as their profile, personal and professional circumstances, aspirations for their financial health - in a classic move of “helping MoneySmart help you” to recommend relevant financial products in Insurance, Investments, Accounts and Credit Cards, in order to serve our motto of helping our users with bettering their financial future.

Once users have provided their data, they earn a Token in the Rollin’ Rewards lucky draw to win exciting prizes that changes monthly. Even if they don’t win in the current month, their chance to win will roll over to the next. Users can increase their chances of winning by referring friends to give their data or purchasing financial products through MoneySmart during the Rollin’ Rewards campaign.

My contributions in this project:

  • leading the ideation of campaign mechanics between PM, Marketing and senior leaders

  • worked closely with Product to prioritize and phase design and development of different sections of the entire experience, ensuring that the experience only gets better from the soft launch in July ‘24, all the way to next year

  • feasibility discussions with engineering

  • close collaboration with brand design and marketing to ensure that the digital experiences sync up with marketing assets on social media and our brand voice

  • worked with Operations and Customer Service to ensure all parties are ready from launch day to answer customer queries and select winners for each monthly draw

  • high-fidelity UI design and prototyping to drive alignment on products features to be built

  • crafting detailed UI specifications and handing them off to engineering

Next Steps

Securing first-party data is only the beginning. But by doing so, this allows our Marketing teams to have the capabilities of activating bespoke marketing campaigns in Braze to more specifically target users based on their first-party data.

Challenges

To drive quicker alignment, I made use of Slack video messages to asynchronously present to stakeholders and to solicit feedback quicker to unblock the engineering team.