Interactive Mobile Landing Page for Boosting Credit Card Applications through Gamified User Experience
Overview
AEON Malaysia embarked on an innovative project to engage Malaysian shoppers and encourage them to apply for AEON Credit Cards. As a UI/UX Designer, I played a key role in developing a mobile-friendly landing page that was central to our marketing campaigns. The landing page was designed with a unique concept: users could swipe their virtual AEON Credit Card to catch prizes, such as fashion items. This gamified approach was designed to appeal to our target audience, making the process of applying for a credit card more engaging and rewarding.
The project was a comprehensive journey that began with persona creation, where we identified our key user groups and their potential needs and motivations. This was followed by in-depth market research to understand the competitive landscape and user expectations. The ideation phase allowed us to generate innovative solutions and ideas, which were then brought to life through wireframing and prototype creation. The UI design was meticulously crafted to ensure an intuitive and engaging user experience, with a focus on the card-swiping feature. The success of the project was measured by the increase in AEON Credit Card applications, demonstrating the effectiveness of our landing page in achieving its marketing objectives.
Challenge
Engaging the Target Audience:
To engage the target audience effectively, we designed a gamified experience where users could swipe a virtual AEON Credit Card to catch prizes. This interactive element made the process of applying for a credit card more engaging and rewarding, thereby attracting more users.
Balancing User Experience and Business Goals:
The project required a careful balance between providing an engaging user experience and meeting the business goal of increasing credit card applications. We achieved this balance by integrating the credit card application process into the gamified experience, making it a seamless part of the user journey.
Conducting Effective Market Research:
To understand the competitive landscape and user expectations, we conducted in-depth market research. This research informed our design decisions and helped us create a landing page that would resonate with our target audience.
Converting User Engagement into Action:
While user engagement was a key goal, the ultimate objective was to convert this engagement into action – in this case, credit card applications. We made the application process straightforward and integrated it into the gamified experience to encourage users to take this step.
Game 1: Joy Runutuh
This was another engaging mini-game where users could swipe to catch shopping items and gain bonuses. The game was designed with an element of risk and reward: catching shopping items would earn bonuses, but catching a bomb would end the game. This added a layer of suspense and excitement to the user experience. Once the game ended, users could claim their prizes, further incentivizing them to apply for the AEON Credit Card. The Joy Runtuh game successfully combined fun, engagement, and the business goal of increasing credit card applications.
Game 2: Tap for Joy
This was an interactive mini-game designed to engage users and incentivize credit card applications. The game was based on the users’ tapping speed, creating a sense of excitement and competition. As users tapped faster, they would unlock a variety of prizes, adding an element of surprise and delight to the experience. This gamified approach not only made the process of applying for a credit card more engaging but also rewarding, thereby attracting more users.
Result
Increased Credit Card Applications:
The project’s primary goal was to increase applications for AEON Credit Cards. The engaging, gamified experience on the landing page could have led to a significant increase in applications.
High User Engagement:
The interactive nature of the landing page likely resulted in high user engagement. Users would have spent more time on the page, interacting with the virtual card-swiping feature and exploring the prizes.
Improved Brand Perception:
By offering a unique and engaging experience to users, AEON Malaysia could have improved its brand perception. The landing page would show that AEON is a forward-thinking company that values its customers and is willing to try new approaches.
High-fidelity UI Design (prototypes):
Once the initial flow was completed and wireframes were ready, I started creating a couple of the main screens of the app. Choosing a typeface and set of colours were two most important things. I created a simple UI Style Guide to maintain consistency.
