Design at Circles.Life

Circles.Life is one of fastest growing telco service provider in Singapore. It’s business focus on offering voice, messaging and data services to customers.

Over the course of my internship, I was given the valuable opportunity to experiment with a variety projects within the design domain.

UX RESEARCH │ UI DESIGN │ design thinking

How can we make loyal customers feel valued through redesigning the reward experience?

In this 1.5 months project, I worked closely with the product managers from problem identification, prototyping, usability testing to development handoffs to enhance the user experience of the in-app reward feature.


Jed Kwek (PM)
Ong Si Min (PM Intern)
Jieying (Product Design Intern)


UI Design
A/B Testing
User Interviews
Design handoff


Improved quest user experience
Tiered reward system

Increased App engagement rate by 40%


Feb - Mar 2021


Beginning 2021, we notice a falling trend in Circles Quest's reward redemption rate.

Circles Quest is an in-app feature that motivates Circles.Life users to complete monthly tasks to redeem many attractive rewards like free data, bill waivers and discount vouchers.

Utilising reward system as an feature to drive referrals , partnership campaigns and promotions

There is positive correlation between customer who actively redeem rewards from Circles Quest and stickiness to company’s service. Improving the participation rate of Circles Quest would help to drive referral numbers, partnership campaigns and reduce churn to a certain extent.

← Example on some of the quests available

Identifying the cause

Funnel analysis & user interviews were conducted to better understand the fall in reward redemption rate

To maximise the impact of the solution, we look into both qualitative and quantitative data to identify the cause of the fall in redemption rate.

Here are our discoveries ↓


Users are unaware of the reward feature

There is a significant drop off rate of 50% on the app's landing page after user accessed the App through eDM notifications on Quest Rewards.

← Drop off funnel on quest journey


There is a usability problem on the entry point of the Circles Quest. Users are unsure of the entry point of the feature.


Lack of sense of progression

Current design of UI  does not allow the user to track progress. Users are unable to feel a sense of accomplishment through quest completion.


Through the user interviews, we understand that they seek higher value rewards like vouchers and bill waivers.


Rewards are not attractive to long staying customers

High value customers are a group of loyal individuals who have subscribed to the company's service for more than 1 year. Data & call time rewards given to them are no longer attractive to them as they have accumulated a significant amount from their plan subscription.


Through the user interviews, we realise that they would prefer higher value rewards like vouchers and bill waivers.

design goal

How can we improve the current experience of Quest to spark a sense of delight and improve engagement?

How can we maintain the value of rewards for long lifetime customers?


We redesigned the entry point of Circles Quest to reflect a sense of achievement and progression

Redefining Circles Quest as a feature to drive engagement, we want to gamify the quest experience through it's design such that it sparks a sense of delight while user are participating in quest. We prototyped several quest entry point to better reflect the quest content on the homepage.


We sent in 2 designs to 5000 existing users respectively for A/B usability testing

The test was set up on Maze and sent to existing Circles.Life users through eDM. Out of the 10 000 users around 200 responses were generated from each test.

A/B usability testing result summery ↓

Success Criteria

Usability score to be above
6.3 / 7

Questions are measured with a scale of 1-7 , 1 being strongly disagree while 7 being strongly agree to the statement

Test questionnaires are generated with the goal to understand discoverability and motivation of the new design.

Based on the test responses, we chose Design B for it's higher usability score

Based on the test report, it is clear to us that Design B fare better than A in terms of usability, appeal and engagement. However, usability of the design can still be improved. Some users took longer than expected to figure out how to claim a reward.

We refined Design B's transition state and ran usability test again for optimum conviction

Design B were further refined with transition state : when the user has available quests, when a reward is ready and when all quests are completed. The transition diagram served as a reference of development hand-offs in the later stage.

restructuring reward system

How might we retain customer through incentivising loyalty?

After tackling the usability issue on discoverability and progression. It is important to note that some users are more concerned about the rewards they are getting, where their focus and responses are more on rewards. We see quests as a potential gateway to incentivise our long lifetime customers.

Appreciating high value customer

We want to make our high value customers feel valued through the reward system. As customers find more reasons to benefit from the service, it is more likely for them to stay.

Establishing a tiered reward system based on customer lifetime

After several design brainstorm sessions with the team, we came up with a set of anniversary quests that gives off scaled reward based on customer lifetime.

Progressive reward example→


Delightful quest journey,
valuable rewards

The new quest journey featuring a brand new entry point and quest dashboard was launched in May 2021. Following the launch, we saw an increase in quest completion rate and positive sentiments.

User journey and feature overview ↓


New Quest entry point
- Never miss your quest again

The new Quest entry point is designed for discoverability and to reflect a sense of progression, motivating user to complete more quests.


Progressive Reward System
- The longer you stay the more you get

Addition of anniversary quests that give scaled reward based on consumer lifetime. The feature aims to tangibilise increasing benefit of choosing Circles.Life as their servicing telco, motivating customers to stay with the service.


Completed a quest?
Share your achievement!

We see an opportunity to enhance social sharing of the service in a moment of delight like receiving reward. Share button was added under claim reward pop up for easy sharing of benefits and referral code to chat platform and social media.


Small delight factors

Small pop ups animations are included to spark a sense of delight in the Quest completion journey.

40% increase in engagement

We see a spike in engagement rate following the first month of launch. Out of those who opened the Circles.Life App, 70% completed at least 1 quest with the improved design. This is a 40% increase as compared to the previous design.

Reduce in churn

We see a slight decrease in churn after first month of quest launch. Further observation is required to determine if the launch has a long term impact on retention.

Increase in referral

We see an increase of 5-10 referral sign ups each day following the first 3 weeks of launch.

Positive customer sentiment

We see customers sharing positive thoughts about Anniversary Quests on social media and review platforms. This helps to build positive brand perception.

learning 001

Design as a tool to drive business impact

It was fascinating to me how

It is fascinating to me that a small design change could have so much impact to the business. While it is important to design based on user experience, understanding the connection behind user behaviour and business goals is essential too. Seeing the big picture of the project helped us to discover design opportunities from a new angle.

learning 002

Communicating design to different disciplines

One of the best take aways of working closely with product managers and engineers is that it broadens my perspective as designer. As a designer, it is important that we justify design decisions from the perspective of product managers and engineers for effective collaboration. For instance, before the project hand-off procedure I read up on basic CSS for front-development and took time to understand the existing design system. This has help me to explain the design better to the engineers and eventually allow smooth development process with minor fixes.

next step

Evaluating sustainability of solution

Although the initial indicators has shown great potential in upscaling this feature for other company initiatives, more observation has to be done to evaluate the long term maintenance effort of the solution.

Thanks for reading through my case study! :)


How can we design to structure & inform a research flow?

In this 1.5 months project, I


Jed Kwek (PM)
Georgia Rae Bongocan (UX Researcher)
Jieying (Product Design Intern)


Research Flow Planning
Communication Template
User testing


Catalyst was established as the research team to handle product testing & research requests.

Streamlined research flow with research deck to onboard product managers.


Apr - May 2021


How can we design to structure & inform a research flow?

In this 1.5 months project, I worked closely with the product managers from problem identification, prototyping, usability testing to development handoffs to enhance the user experience of the in-app reward feature.

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