SHARE Loyalty: Scaling Product Design at Majid Al Futtaim
Majid Al Futtaim creates unforgettable moments for millions, transforming everyday activities into extraordinary experiences. Through our SHARE loyalty and rewards app, over 5 million members across the UAE enjoy personalized, engaging interactions with iconic brands like Mall of the Emirates, Carrefour, LEGO, VOX Cinemas, Abercrombie & Fitch, and many more.
THE CHALLENGE
• 4M members across fintech, retail, lifestyle
• Fragmented experience across 4 strategic pods
• Need to balance innovation with regulatory compliance (implicit GDPR/financial regulations)
THE APPROACH
Scaling Product Design as Strategic Advantage
• Implemented unified design system from ground up
• Embedded dedicated UX research function
• Created pod-based team structures with research functions
• AI-led processes for research, benchmarking, experimentation acceleration
Systems Thinking
• Cross-functional design system unifying SHARE experiences
• Design standards, enhanced workflows, GenAI integration
• Dual-alignment model: functional leadership + product squad collaboration
Research-Driven Decisions
• User research, data synthesis, hypothesis testing
• 77,850 daily active users informed by continuous validation
• Financial Services iteration cycle optimized through embedded research
THE OUTCOMES
✓ GMV Growth: AED 107.2M → AED 1.83Bn
✓ App Performance: 29% increase, 77,850 daily active users
✓ Engagement: 74.1% → 85.2% (11.1 percentage point increase)
✓ Conversion: 5.4% new user conversion rate improvement
✓ Team Velocity: Delivered high-quality, scalable experiences across Customer Engagement, Financial Services, Partnerships, Tiers & Rewards, Sales & Media
IMPLEMENTATION
• Unified Design System
• AI-accelerated discovery, research and user journey mapping
• Cross-platform consistency through design tokens
• Accessibility: Multi-language support (implicit from scope), financial data clarity
