Transforming SHARE into One of the UAE's Leading Rewards Programs

Loyalty, Payments & Gifting

As Head of Design for SHARE at Majid Al Futtaim, I led the design transformation of a loyalty program into a connected experience for rewards, payments, and gifting — supporting membership growth from 2 million to over 8 million.

I set the design direction across an expanding partner ecosystem, evolving membership tiers and SHARE VIP, introducing SHARE Pay, and reimagining the digital wallet and gift card experience. The ambition was to make SHARE more valuable in everyday life, with simpler ways to pay, redeem rewards, and share benefits.

That vision extended to the smallest interactions. I created SHARE VIP's motion language, using subtle parallax, card reveals, and barcode interactions to make membership status feel tangible and rewarding.

The broader transformation supported 4× membership growth, 545,000 digital gift cards sold in 2024, and a 35% reduction in checkout drop-offs — connecting design leadership and craft with measurable business outcomes.

04 Outcomes

8M+

Loyalty members across the SHARE ecosystem

SHARE became one of the UAE's largest lifestyle loyalty programs, connecting shopping, dining, entertainment, and payments in one experience.

85%

Increase in average basket size with BNPL

The region's largest offline BNPL network, with Tabby — 320M AED total volume across MAF, +7% vs target, growing from 12M to 20M year on year.

545K

Digital gift cards sold in 2024

Up 12% vs 2023 — digital gifting reimagined, scaling from 3.7M to 18M in a single year.

300M

Mall gift card load in 2026

Up 20% vs 2023 — value loaded and spent across the network's digital gift card platform.

94M

SHAREPay transactions in 2024

SHAREPay volume grew 3× over the previous year — from 12M in 2022 and 37M in 2023 to 94M in 2024 — turning the SHARE app into an everyday payment habit.

35%

Reduction in checkout drop-offs

Streamlined payment and loyalty integration created a faster, more seamless checkout experience.

Building a Design-Led Culture at Majid Al Futtaim Back to the creative space