From a loyalty app to an everyday shopping experience

SHAREPay · Cards · Digital Wallet · Payments · Rewards & Loyalty

As Head of Design, I led SHARE’s evolution from a transactional rewards app into a more connected shopping and lifestyle experience—bringing together loyalty, payments, and new services.

01 The Challenge

When I joined, SHARE had a growing member base, but the app felt functional and transactional. The opportunity was to make it simpler, more engaging, and more useful in everyday life.

Customer journey workshop — mapping current, gap, and target experiences with the team

02 Rethinking the Experience

Within my first six months, I led a complete app redesign, informed by user testing and a deeper understanding of member needs.

I then shaped a new creative direction across typography, visual design, and the interface, giving SHARE a more cohesive identity and a foundation for its expanding services.

Along the way — user testing and hearing back from our VIP customers

03 Connecting Shopping, Payments, and Rewards

I worked on the wallet experience, helped develop SHAREPay, and contributed to the Tabby integration and FAB SHARE credit card launch. I also explored SHARE Travel, extending the product vision into the travel ecosystem.

Together, these initiatives moved SHARE towards an ecommerce super app, with more ways for members to discover value, pay, and use their rewards.

SHARE Design System — surfaces, type, and core components

04 Leading the Design

I led design across four product squads and, at the largest point of my remit, oversaw 12 designers. Working directly with SHARE leadership and key stakeholders, I aligned the team around a shared product vision while supporting delivery across multiple initiatives.

05 Impact

The redesign helped establish the foundation for SHARE’s broader product experience, with growth across loyalty, payments, gifting, and BNPL.

14M+

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.

My Role &
Key Contributions

End-to-end execution

As the Head of design and leading 4 squads I owned the UX/UI strategy, research, prototyping, and final design of the launch.

Strategic leadership

Defined and executed the end-to-end design strategy for the SHARE loyalty app, creating a seamless experience across earning, spending, rewards, and payments.

Data-driven decision-making

Leveraged usability & data insights and A/B testing to iterate and optimize experiences.

Innovation & execution

Introduced SHARE’s first in-house design sprint, fostering a culture of rapid experimentation and alignment.

Cross-functional collaboration

Unified stakeholders from multiple teams to align on user-centric solutions.

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