Loyalty Rewards Hub & Growth Activation
Owned end-to-end design of PayMe's Rewards Hub, driving +13.5% P2M MAU YoY
PayMe, HSBC's payments app in Hong Kong, was making a strategic shift since 2022: moving beyond peer-to-peer (P2P) transfers between friends into pay-to-merchant (P2M) as the next growth engine. Loyalty became the lever, a win-win where users earned rewards on every merchant payment, and PayMe earned the engagement to grow.
I owned the design of the loyalty program end-to-end from 2022 to 2025, shaping it from a single voucher mechanic into a full rewards hub spanning PayStreaks, voucher redemption, boosters, and Spin & Win.
Problem
How might we design a loyalty program that pulls PayMe users into merchant payments while keeping the experience rewarding?
Outcome
I led the loyalty program design by scaling one mechanic into a full rewards hub. Delivered 13.5% P2M MAU and 7.4% DAU growth YoY in 2024, with boosters lifting 15% MoM in 2025.
Role
Lead Product Designer
Timeline
Dec 2022 – Aug 2025 (3 release waves)
Impact & value
Product roadmap
Three release waves across 2022–2025, each shipped only after the last earned its place.
2022
PayStreak's first launch
I designed and shipped the entry point of PayStreak and a half-modal that tracked P2M transaction streaks. No reward layer yet; the goal was to validate user interest in streaks before investing in redemption infrastructure.
2023
Loyalty program
The team expanded PayStreak into a tiered structure where higher streak counts unlocked greater value. I crafted a dedicated PayStreak detail page to surface progress and frame each tier as a reason to keep paying merchants – driving 5x clickstream growth per unique user after launch.
2025
Full rewards hub
I led the design of a unified rewards hub, integrating Spin & Win (a limited-time lucky draw rolled out by the team in 2021) alongside PayStreak, and launched boosters – both gamification layers designed to make every merchant payment feel like a chance to win.