Redesigning UWAI to Drive User Growth and Revenue

When I started working on UWAI, they had about 3,000 users and a functional app, but they faced challenges growing user engagement and revenue.

• Users were struggling with the cumbersome process of actually using purchased gift cards, despite the app making it easy to buy new ones
• Monthly active users sat at about 678 (21% of their total user base)
• The original design treated each gift card purchase as an isolated transaction, but user behavior suggested they wanted something different

The goal was to increase user signups, boost revenue, and transform UWAI from an occasional-use app into an everyday savings tool.

Discovery Process

Working with UWAI's primarily Chinese speaking user base presented unique research challenges. I partnered with a local Chinese focused marketing agency that could engage directly with users to conduct interviews, user testing, and gather feedback over 2 months.

Through this research, we uncovered the following insights:

• Most of UWAI's active users consistently bought supermarket gift cards, particularly from Coles and Woolworths
• Despite the modest 4% discount, when used consistently throughout the year, some users were saving around $600 annually on groceries – a significant household budget impact
• The existing app emphasized purchasing new gift cards but made it cumbersome to use cards that had already been purchased
• Users wanted quick access to their favorite brands and a wallet-like experience for everyday use

I also researched successful membership models and came across a compelling case study on Costco. Their paid membership not only drives revenue but creates a perception of premium value among customers – something we wanted to explore for UWAI.

Design Process

I started by reimagining the core user experience around brands rather than individual transactions. The key insight was shifting from a purchase-focused interface to a brand-centric experience that aligned with how enthusiastic users actually wanted to use the product.

Working closely with the product manager and mobile developer, we established key design principles:

• Brand-first navigation with users able to save favorite brands to their home screen for quick access
• Integrated wallet experience where users could view existing gift cards and purchase new ones from the same interface
• Everyday utility positioning to shift perception from occasional use to daily savings tool
• Premium subscription model inspired by Costco's membership psychology
• Seamless user flows that eliminated friction between viewing, using, and purchasing gift cards

We followed an iterative approach with continuous testing through our marketing agency partners. For 2 months, we tested and refined designs with UWAI's user base before finalizing the interface and updating the app.

The Solution

UWAI v2 introduced a fundamentally different approach to gift card management, transforming the experience from transactional to relationship-based.

Brand-Centric Home Screen

The redesigned home screen allows users to save their favorite brands for instant access. This created a personalized dashboard that prioritized the brands users actually care about, rather than showing a generic catalog of all available options.

From each brand tile, users can access their complete relationship with that brand – existing gift cards, purchase history, and new purchase options – all in one integrated experience.

Unified Wallet Interface

One key innovation was creating a wallet-style interface for each brand. Users can now see all their existing gift cards for a specific brand in one place, with clear balance and expiry information. Tapping on a gift card activates it for immediate use.

The wallet interface also handles new purchases seamlessly – users can buy additional gift cards without leaving the brand context, making it feel like topping up a wallet rather than making separate transactions.

VIP Subscription Model

Inspired by Costco's membership psychology, we introduced a VIP subscription tier at $1.99 per month. This provided users with higher discount rates, better payment options, and created a perception of premium value while generating recurring revenue for UWAI.

The subscription model tapped into the psychology that paid memberships make users feel like they're getting exclusive access and better deals.

Outcomes

Within 6 months of launch, UWAI v2 saw significant growth across key metrics.

The user base grew from 3,225 to 4,939 users – a 53% increase. Monthly active users jumped from 678 to 980, representing a 45% improvement in engagement. Monthly revenue grew from $190,739 to $223,708, including 400 new paid VIP subscribers - a 17% increase in monthly recurring revenue.

Future Opportunities

During the v2 rollout, we identified potential in the corporate benefits space. We developed TeamPerks – a B2B version of UWAI where HR departments could provide staff access to a customized version as an employee perk.

We've successfully signed 3 corporate clients in early beta testing. This B2B strategy represents significant growth potential, with the team excited to continue pursuing enterprise opportunities while strengthening the consumer platform.