Product optimisation


Researching and redesigning user experience for a leading Singapore loyalty app


Redesigning user experience for scaling

Redesigned app, with a style guide allowing for new features and future expansion.


increase in engagement

21 feature iterations

within the first 3 months


client team members trained to run usability testing

What they said


Joe and his team are a great bunch to work with - what sets them apart from just another consulting firm is their hands-on approach and commitment to make sure every idea and concept can be transformed from paper to reality.


Reuben Yong

Head, Loyalty and Payments (CapitaStar)

How we did it

E8 involvement

Identified usability challenges

UX & Design • Research • Data & Analytics

Identified usability challenges

  • Audited usability of live product, end-to-end

  • Ran usability testing on core journeys, coaching the client team in the process

  • Reviewed metrics on core journeys and drop off rates, including a data / tracking audit

Designed new high value features

UX & Design • Product Development

Designed new high value features

  • Payment feature: End-to-end design thinking catering for over 21 use cases

  • Gifting feature: MVP definition & reduction in complexity allowed features to ship in under 3 weeks

  • Usability testing: Weekly usability testing with merchant and shopper in context

Redesigned the app

UX & Design • Process

Redesigned the app

  • Created 25+ prototypes and ran 7 usability tests on live product with shoppers

  • Developed a style guide to ensure consistency on all current and future screens

  • Designed the app in a modular and scalable way set up for future features and A/B testing

Training and coaching


Training and coaching

  • Trained & coached the team on UX research techniques, including frequent field research and usability testing

  • Organised a product principles & values workshop, to help guide future decision-making

  • Ran workshops for product team to create, prioritise North Star metrics and leading indicators