1.8×
Transaction engagement
Among SHAREPay members compared with members who scanned receipts.
- SHAREPay
- Head of Design, Product Design
- Majid Al Futtaim — 2022
- Digital transformation · User experience · User flows · Version-one UI design · User testing
Making every payment more rewarding.
SHAREPay · Digital Wallet · Payments & Loyalty
I helped shape SHAREPay from day one, working with the team on the digital transformation, user experience, first version of the interface, and user testing. Together, we turned a receipt-based rewards journey into a payment experience that lets members pay, earn, and redeem SHARE points in a single tap.
01 The Challenge
For shoppers using SHARE’s receipt-scanning journey, earning rewards meant more work after checkout. They had to keep their receipt, scan it, upload it to the app, and wait for approval before receiving their points.
Every step created another opportunity to miss out. A forgotten receipt or an unfinished upload could leave a purchase unrewarded. The challenge was to make collecting points feel like a natural part of shopping.
02 Bringing Rewards Into the Payment
Our starting point was a simple question: what if paying for a purchase was all someone needed to do to earn their rewards?
I worked with the team to develop SHAREPay around that idea, connecting payment and loyalty in one experience. Instead of asking members to complete another task after shopping, we brought rewards into the checkout itself.
SHAREPay removed the need to scan receipts and enabled instant earning and redemption through payment.
03 From the First Product Direction to the First Interface
My involvement spanned the early product work, UX flows, version-one UI, and user testing. The work centred on making the relationship between a member’s existing bank cards, their SHAREPay digital card, and their rewards easy to understand.
That meant shaping a clear journey from setting up SHAREPay to using it at the checkout. User testing was part of this process, helping us assess how people understood the experience as we developed it.
04 A Familiar Way to Pay
Members add an existing credit or debit card, create their SHAREPay digital card, and add it to Apple Wallet. If they have multiple linked cards, they can choose the payment method they want to use through SHAREPay.
At checkout, they open Apple Wallet, select SHAREPay, authenticate, and tap to pay. Earning rewards becomes part of the purchase, with points available to earn and redeem instantly across participating Majid Al Futtaim locations.
05 One Digital Card, More Choice
SHAREPay brought up to 10 existing debit and credit cards into one digital card. Members could keep using their preferred payment methods while accessing SHARE rewards through a single experience.
Launched in September 2022, the product was available on iOS across Majid Al Futtaim’s ecosystem, including 17 shopping malls in the UAE.
User testing for Onboarding flow
06 The Impact
SHAREPay replaced the scan, upload, and approval journey with rewards connected directly to payment. Published early results showed stronger engagement and new participation. These results were reported in the SHAREPay team’s award submission.
10%
Increase in transaction frequency
Among adopters, comparing their activity before and after adopting SHAREPay.
6%
New to SHARE
The share of SHAREPay customers who were new to the rewards programme.
10%
First mall transaction
SHAREPay customers who transacted with the malls for the first time after previously using other Majid Al Futtaim brands.
Recognition
Most Innovative Card of the Year
Seamless Awards, 2022
Digital Wallet Award
Recognition from Visa for SHAREPay
My Role &
Key Contributions
End-to-end execution
As the sole designer, I owned the UX/UI strategy, research, prototyping, testing, and final design of SHAREPay from concept to launch.
Strategic leadership
Defined the design strategy for SHAREPay, creating a seamless payment experience that connected cards, payments, rewards, and the wider SHARE loyalty ecosystem.
Data-driven decision-making
Used customer insights, usability testing, product data, and experimentation to identify friction and continuously optimize key payment journeys.
Innovation & execution
Led rapid design sprints to explore and validate new fintech experiences, helping teams move from ideas to tested solutions faster.
Cross-functional collaboration
Worked closely with product, engineering, business, fintech partners, and stakeholders to align complex payment requirements with simple, customer-first experiences.
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