Challenge & Reward
Be is Vietnam’s second-largest ride-hailing platform, offering services beyond ride booking, including food delivery, parcel delivery and many others.
With rapid growth and intense competition in the market, Be faced the challenge of improving user retention. Outdated loyalty features like Challenge, Daily Reward and Membership program needed a fresh revamp.
Challenge
Improve user's loyalty by revamping the Challenge & Reward feature
My role
Product Designer
DELIVERABLES
Defined a gamification loop.
Created an expected User Journey Map to oversee the whole user experience.
Redesign the feature, including new UI with new/updated components.
result
The feature exploded! 😀 Daily unique user of the feature skyrocketed 8 times, and monthly user doubled!
Challenge
Similar to any other business, Be has a loyalty program to encourage repeat usage. Users earn BePoints after each service, which can be redeemed for Be or partner vouchers.
On top of that, we have a feature called Challenge("Be challenges you to…") to further incentivize usage by offering more attractive rewards for completing specific tasks. There are two types of challenges:Daily reward: Users simply open the app everyday in a row and tap a button to claim a prize.
(Real) Challenge: Users must complete an action (e.g., taking 5 rides in 2 weeks) to earn rewards.
At the time, despite the "challenge" concept, users were automatically enrolled rather than actively opting in. This led to cases where users unknowingly met challenge conditions and received rewards without understanding why—which means the system
failed to truly incentivize behavior change.The design was also
outdated, lacked a clear strategy, and hadn’t been actively maintained, further limiting its effectiveness.
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Analysis file
Re-imagine the expected journey
A
Gamification Loopneeds to be visualized so that everybody could see how different loyalty features were connected to each other AND to the ultimate goal of keeping the users stay inside the loop.This also guided the creation of a
User Journey Map, which helped me oversee the expected user experience, set clear goals, and ensure every touchpoint was addressed.
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The current loop was visualized vs. the improved one
Expected journey that users would go through and what be should do at each touch point
Re-design the UI
✔ Entry point: a ”+100” badge on the home screen made rewards more visible and motivating. We also introduced a dedicated Challenge section for easier access.
✔ The revamped check-in UI better explained the challenge: check in daily to earn rewards, with a special bonus for a 7-day streak. We also adjusted the reward strategy—instead of a fixed reward each day, the value increases as the streak continues, encouraging users to stay engaged and boosting their chances of using Be’s services.
✔ The reward screen no longer marked the end of the flow. Instead, it prompted users to redeem points for vouchers or take on more challenges, reinforcing engagement and service usage.
✔ A visually enhanced UI with better hierarchy, information flow, and intentional design.
✔ New and updated components aligned with the current Design System
Although the UI changes seemed simple, their impact was significant due to a clear strategy and thoughtful execution.
All flows lead to Be service booking ;)
All screens
The bomb
When we released the new design, we knew it was definitely better than the old one, but we didn't expect this…
On the day the feature was released (Jan 21), the number of users using the feature
💥 surged to 62k, a significant increase from 7k the previous day.
At the end of the month, we saw the total number of users using both the check-in feature and the challenge feature
💥 DOUBLED (from around 50k → more than 100k unique users)compared to the prior months.
This is one of the few projects - that kept me smiling like nuts all day after hearing the result. 🙂