Gamifying Credit Card Engagement for AEON Malaysia

AEON Malaysia launched a gamified campaign to boost credit card signups through an achievement-based, reward-driven experience. I helped design a fun and motivating system that encouraged users to complete simple challenges and milestones in exchange for points, badges, or real rewards.

The goal was to turn lead generation into a more interactive and enjoyable journey — creating stronger engagement and increasing the number of successful credit card registrations.

My Role
  • UI/UX Designer
Credits
  • Company — BonseyJaden
The Challenge

The campaign aimed to increase credit card signups in a highly competitive market, but we faced several key challenges:

  • Low Motivation to Sign Up: Users saw little reason to complete long or boring application processes.
  • Lack of Differentiation: Competing banks offered similar rewards, making it hard to stand out.
  • Short Campaign Timeline: We had limited time to create an engaging journey that could quickly convert users.
  • User Drop-Off: Many users dropped off before completing the registration process due to unclear incentives or too many steps.
The Solution

We designed a gamified lead generation experience centered around achievement and reward:

  • Milestone-Based Progress: Users earned rewards by completing simple steps — like exploring benefits, submitting basic info, or referring a friend.
  • Clear, Visual Progress Tracker: A clean interface showed users how close they were to unlocking a prize, increasing motivation.
  • Reward-Driven CTA: Every step reinforced the benefit of signing up — from gift cards to exclusive AEON offers.

This approach turned a standard signup flow into a fun, goal-oriented journey — increasing both engagement and conversions.

Version 1 – Tap for Joy
Users were invited to tap on a floating coin to reveal surprise gifts. Each tap earned them points or rewards they could later apply toward their first AEON credit card. The simplicity and instant gratification made this version highly engaging and accessible to a wide audience.
Version 2 – Joy Runtuh
In this interactive mini-game, items fell from the top of the screen, and users had to move a credit card element to catch them. Each catch unlocked points or perks tied to the same reward structure — keeping the user engaged through movement, reflex, and a sense of progress.
This approach made the credit card signup feel like a game — encouraging users to stay involved, return to play again, and complete the registration flow.
Results

The gamified campaign successfully turned user attention into real leads — delivering both engagement and conversions in a short timeframe.

  • High Engagement: Thousands of users interacted with the games daily, with repeat visits driven by the reward system and playful experience.
  • Increased Lead Generation: Both game versions contributed to a measurable lift in credit card signups compared to previous campaigns.
  • Improved User Retention: The interactive format kept users on the platform longer, increasing brand exposure and touchpoints.
  • Positive User Feedback: Players appreciated the simplicity, rewards, and the fun twist on what’s usually a boring signup flow.
  • Clear Business Impact: The campaign helped AEON stand out in a crowded credit card market while building excitement around its offerings.