client
George App Loyalty Program
George is Erste Group's flagship banking app, actively used by millions across Europe. When management introduced a loyalty program, the bar was set high: intuitive, motivating, and — rare in banking — fun.
I designed the complete UX and UI layer — points system, challenges, trophies, and personalized savings goals. I collaborated with the Erste Digital team, marketing specialists, and behavioral economists.
Core principle: the program must not feel like a gimmick. Every reward had real value, every challenge related to the customer's actual financial goals.
'Save €50 this month' scores much better than 'collect points'. This led to a redesign where personalized challenges generated from financial behavior became the core.
Deployed to 3+ million active users. Engagement 40% above expectations, customers showed 23% higher savings goal achievement.
I designed the complete UX and UI layer — points system, challenges, trophies, and personalized savings goals. I collaborated with the Erste Digital team, marketing specialists, and behavioral economists.
Core principle: the program must not feel like a gimmick. Every reward had real value, every challenge related to the customer's actual financial goals.
case study
Early iterations were too complex — users got lost in categories and rules. Simplifying without losing motivational power was our main challenge.'Save €50 this month' scores much better than 'collect points'. This led to a redesign where personalized challenges generated from financial behavior became the core.
Deployed to 3+ million active users. Engagement 40% above expectations, customers showed 23% higher savings goal achievement.
