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XCS-04 · Banking
ADCB - TouchPoints
The first banking loyalty lifestyle app in MENA
Designed as a key pillar of ADCB’s digital strategy, the app delivers a seamless rewards experience with personalized journeys, tiered benefits, and exclusive offers. A bespoke design system ensures brand alignment while giving TouchPoints its own vibrant identity.
ADCB’s TouchPoints program lacked a dedicated mobile presence, limiting accessibility and engagement in an increasingly competitive loyalty landscape.
With no standalone app and limited differentiation, the program struggled to attract and retain users, especially non-ADCB customers. To stay relevant, TouchPoints needed a modern, user-friendly platform that enabled seamless redemption, gifting, exchanges, and raffle participation, while elevating the brand’s digital positioning.
To design a dedicated, mobile-first platform for ADCB’s TouchPoints program that would overcome limitations in accessibility, engagement, and reach. By creating a seamless and user-centric experience for both ADCB and non-ADCB customers, we aimed to simplify key actions of loyalty redemption. Alongside this, we developed a distinctive and scalable design system to strengthen brand differentiation, enhance digital presence, and position TouchPoints as a leading loyalty solution in a competitive market.
Services:
01 – Understand the Problem
Mapped the credit value chain to uncover where siloed teams, manual processes, and system fragmentation blocked growth and frustrated customers.
02 – Shift to solution-led selling
Redesigned journeys to focus on customer needs enabling agents to offer multiple relevant products in one conversation.
03 – Enable multi-product applications
Created a single flow where customers could apply for several credit products in one session, reducing friction and increasing product uptake.
04 – Integrate systems around the journey
Connected KYC, credit checks, CRM and government APIs to deliver real-time eligibility, compliance, and a seamless user experience.
05 – Design for self-serve and assisted sales
Built a flexible, omnichannel platform for use by agents or customers–reducing acquisition costs and improving access.
“Jana and team brought fresh thinking and deep user insight to the table. Their team helped us transform TouchPoints from a banking feature into a market-leading lifestyle experience. The results speak for themselves; high adoption, outstanding feedback, and a platform that’s ready to grow with us.”
Aditi KantExecutive Manager – Experience Design
