A wellness app that rewarded users with data for walking — Singtel's first non-telco service on the MySingtel App. 250,000 sign-ups in 3 months with a 97% onboarding rate. I was the UX designer responsible for prototypes, onboarding flows, micro-interactions, and visual development.
StepUp was a wellness app created as part of Singtel's digital transformation to expand beyond traditional telco experiences. Partnering with AIA, we rewarded users with mobile data for walking, integrating a completely new service within the existing MySingtel App. I was the UX designer on a team led by our Design Director and Product Director.
We needed to introduce something entirely new — a wellness product — inside an app people used for telco billing and data top-ups. Users didn't expect it, and the AIA partnership required us to collect personal data (name, gender, DOB) during onboarding.
How to introduce a wellness service within an existing telco app without disrupting current user flows or feeling like an intrusion.
How might we make a non-telco service feel native within the MySingtel App?
AIA required personal data (name, gender, DOB) during onboarding. Collecting this without making users feel like they're filling out a form was essential.
How might we collect personal data without it feeling like a form?
Users needed to learn new concepts — step tracking, data rewards, ticket redemption — without lengthy tutorials or text-heavy onboarding screens.
How might we teach a reward system through doing rather than explaining?
StepUp needed to feel like MySingtel — Gratifying, Reliable, Open, Community — while being distinct enough to register as something new and valuable.
How might we create a distinct wellness identity within an existing brand system?
We started with 200+ user tests, ran three sign-up concepts in parallel, prototyped an interactive weight scale in HTML, and killed it when it proved slower than a text field. The best design was often the simplest.
Usability tests with 200+ people. Free data is attractive. Users 40-60 already use wellness apps. A milestone checker would improve the redemption flow.
Brainstorming sessions with Design and Product directors. What data must we collect? What can wait? Profiling moved to Challenges flow to keep onboarding light.
Entry point banners, three sign-up concepts tested, interactive weight scale prototyped and dropped. Simple text fields beat clever interactions.
250,000 sign-ups within 3 months. 97% onboarding rate. Successfully introduced Singtel's first non-telco service within the existing MySingtel App.
Small pleasures, making everyday better, making you smile.
Anywhere anytime, consistent, accessible, dependable.
All walks of life, inclusive, airy, approachable.
Diversity, harmony, Singaporean, teamwork.
Instead of explaining the reward system, we built redemption into the onboarding flow itself. Users received a 1GB data voucher upon completion — learning the claim flow by actually doing it.
Three sign-up concepts tested: cute/playful, brand-focused, and task-focused. The task-focused approach won — clean, purposeful, and fitting the brand. Illustrations and interactions replaced clinical form fields.
Initial banner design minimised features. Testing revealed users needed to see their step progress to feel the app was gratifying. We prioritised information over space — showing collection data upfront.
The final design used a six-step onboarding flow, progressive entry banners, and immediate reward redemption to achieve a 97% completion rate. Every interaction served a purpose — no decorative complexity.
The banner evolved from minimal introduction to progress-first design. Users needed to see their step count to feel the app was delivering value — gratifying, reliable, and open.
We tested three sign-up concepts to find the right balance between visual engagement and functional clarity. The task-focused approach won — it fit the brand and reduced cognitive load.
The onboarding flow walked users through six stages: entry, registration, animated dashboard, notifications, ticket introduction, and their first redemption. A limited-time 1GB data prize motivated sign-ups and taught the redemption flow at the same time.
Instead of explaining the redemption system, we embedded it into onboarding. Animation created positive feedback loops. Notifications, vouchers, and loading states gave users clarity at every step.
