SHARE App
From points to personalization
Responsibility
Product Design Lead
Client
Majid Al Futtaim
Team
150 Team Members
4 Pods
Year
2023 - Present
Majid Al Futtaim operates some of the most recognisable retail and entertainment destinations in the region, including Mall of the Emirates and City Centre malls. While the SHARE app successfully attracted users through points and rewards, engagement remained shallow.
The core issue was clear: people came for points, but didn’t stay for anything else.
The app worked as a digital punch card functional and transactional, but easy to forget once the reward was earned.
Loyalty apps aren’t usually the most exciting part of your phone. SHARE had the same problem, users joined to collect points, but had little reason to return.
We asked a simple question: what if the app felt less like a digital punch card and more like a personal shopping companion? That shift led us to introduce personalization, membership tiers, and the Launchpad features designed to give users reasons to come back.
For customers, this meant experiences that matched their lifestyle. For the business, it drove deeper engagement, stronger retention, and a clear path into ecommerce. While the app looks very different today, the move from points to personalization started here.
Key Challenges
SHARE wasn’t broken; it just wasn’t memorable. Users saw it as a points wallet: useful at checkout, easy to forget everywhere else. There was no sense that the app understood them, or a reason to open it unless they were already earning or redeeming points.
For the business, this meant low day-to-day engagement, little differentiation, and no clear path toward where loyalty needed to go next. A more personalised shopping, stronger partnerships, and e-commerce growth experience.
The challenge was twofold. For customers, SHARE needed to feel personal and adaptive, not static. For the business, it needed scalable mechanics from tiers to personalised content that could support future growth across malls, groceries, and digital commerce.
In short, loyalty had to evolve from a transactional tool into a foundation for long-term, digital-first growth.
The Transformation Journey
This wasn’t a single project, but a series of focused initiatives that together reshaped the SHARE app. Each step reflected a different aspect of design leadership, while steadily moving the product toward a more personal, engaging experience.
2021
2023
2025
My Role & Design Approach
Research & Insight
Led user interviews, usability testing, and established analytics-driven feedback loops to inform strategic decisions
UX/UI Design
Designed end-to-end experiences across multiple complex features, balancing user needs with technical constraints
Stakeholder Management
Successfully influenced C-level executives (VP, MD) through data-backed presentations and milestone-based progress reviews
Cross-Team Collaboration
Coordinated with Product Owners, Directors, and development teams across 4 pods to deliver cohesive experiences
Presentation & Communication
Delivered compelling presentations that convinced senior leadership to greenlight critical features like Launchpad
Some of the Key Initiatives I Led
Launchpad in Homepage
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Mall Shopping pages
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Offers Personalization
Guest Experience
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Impact & Results
Total Active
Users
4M
User Growth During Tenure
1M
Engament Rate
80%
Monthly SHARE ID CTR
78%
Key Learnings
Patience is a Strategic Skill
In large organizations, change takes time. Learning to work with (not against) organizational rhythms while maintaining design vision is critical.
Data Builds Trust
Backing design decisions with research data and analytics transformed conversations with skeptical stakeholders.
Involve Some Teams Later, Strategically
Learning from mistakes. I involved too many stakeholders too early, creating confusion and conflicting feedback.
Constraints Reveal Priorities
Technical and budget limitations forced ruthless prioritization that ultimately led to better products.
The DNA of Transformation
SHARE's transformation from points to personalization represents a fundamental shift in how Majid Al Futtaim engages millions of customers across the UAE. Customers gained experiences matching their lifestyles. The business achieved deeper engagement and stronger retention.
As a design leader, I drove strategic change at enterprise scale while navigating organizational complexity demonstrating the full capabilities required at Head of Design level: research rigor, stakeholder influence, cross-functional collaboration, and strategic vision to transform core value propositions.
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